Study On Enterprise Group Establishing Brand Management System

Due to the rapid development of modern market economy of China as well as the tendency of the economic globalization, the powerful competitiveness is indispensible to dominate the market. Currently, the brand competition is gradually replacing the price competition and product competition, becoming the most vigorous and different means of competition for enterprises. Shanghai Huayi (Group) Company, as one of the largest chemical manufacturers in China, is constantly forming the development strategy of "One Shanghua, Business Nationwide", and strive to build itself into a world-advanced and China-renowned chemical group, so the brand management is particularly important for Shanghua Group. So there are two challenges for Shanghua Group, one is to fully utilize the advantages of group integration, to integrate brand resources of subsidiaries and exert the group brand coordinated effect. The other is to keep the traditional and historic brand resources of each subsidiaries and maximize the group benefit.Based on the study of the domestic and overseas brand management theories, as well as the analysis of the brand situation of Shanghua Group and its brand management construction, a brand management system of Shanghua Group is established with the methods of applying seven subsystems which are the brand strategy management, brand positioning management, brand model management, brand image management, brand communication management, brand spirit management and brand integration management. Meanwhile, the implement approach of the construction of the Shanghua Group’s brand management system is discussed.In this paper, the lastest brand management theories are explored and the construction of the brand management system of large-scale enterprise group is studied. The whole research of this paper is to service the enterprise practice and improve the brand management theoretical system of the domestic enterprise groups.