The Study On Brand Image Building Of Eupatrid Gold Co., Ltd

Shanghai Gold Exchange was formally established in October of2002, symbolizing the formal opening-up of China’s gold market. With the gradual improvement of money market, securities market and exchange market, Chinese financial market system has been gradually formed. Precious metal mainly refers to the metal with high price, beautiful appearance, stable chemical property and stronger preserved value. They are gold, silver and platinum, and among which gold is more important. Along with the development of social economy and the improvement of people’s living standard, precious metals products become more and more popular among consumers. As people’s wealth and their desire for the improvement of life quality continue to increase, they have stronger intention to realize noble and decent spiritual needs. As a result, consumers pay more attention to brand image and its social effect. Hence, precious metals products manufacturers begin to focus on building and communicating their brand image.Eupatrid Gold Co., Ltd is a private joint-stock limited company registered in Shanghai, mainly for the research and development, sales, investment as well as consultation of precious metal in China. As domestic precious metal market opens up and becomes mature, profound changes have happened to the market of precious metals. Given that there are increasingly rich and subdivided precious metals and the market competition becomes fiercer, more and more enterprises take brand image building and communication as one of their development strategies. The complicated and competitive external environment brings huge market pressure to Eupatrid Gold Co., Ltd. Thus, it is necessary to study brand image building and its communication.Through market investigation, data analysis and empirical study of Eupatrid Gold Co., Ltd, this paper introduces the research status of brand image building and communication at home and abroad, the carriers of brand image building, the significance and the characteristics of communication, as well as the current status of precious metals’ brand image building and communication. Moreover, it analyzes Eupatrid Gold Co., Ltd’s brand image building and communication, explores the significance of brand image building and communication, and summarizes influencing factors that hinder brand image building and communication in Eupatrid Gold Co., Ltd’s current operation. At last, according to relevant theories of brand image building and communication and the company’s actual conditions, the paper proposes effective strategies for Eupatrid Gold Co., Ltd’s brand image building and communication from aspects of corporate management, corporate culture, differentiation, and service.