The Research On The Brand Building Of PSEN Company

In office furniture industry, the productivity of the international market has been in a state of excess, all the open market economy countries has entered into the buyer's market to varying extent, both of the environment and the means of competition in the market changed greatly compared with the past. In this new situation, the main means of enterprises to win is no longer simply rely on the product itself or marketing strategy, the competition of brands involved in more and more. Brand has undoubtedly become the main signs of the distinction between similar products in this greatly abundant and no obvious difference market conditions. We have entered the era of brand competition, brand will become a magic weapon for enterprises in a surprise move, the success or failure of the branding will directly determine the enterprise can survive in market competition and sustainable development and evergreen or not.This thesis is taking a private manufacturing enterprise PSEN company,which in its transforming period from the middle level to trade up to the upper players in the industry, as a case study, integrating the theory of the customer based brand equity (CBBE) theory, brand positioning and resonance model as well as integrated brand identity theory and the modern tools into the actual practices in brand building of the case study company, mainly focus on how to effectively carry out brand building, through literature research, industry information collection, data analysis, internal interviews, questionnaire survey and panel discussion etc. methods for the study.Through the application of PEST model, Porter's five forces, SWOT model tools for a comprehensive analysis for the current internal and the external environment of PSEN company's brand building; combining the macro environment, industry status and enterprise internal environment with the results of the corporate internal interview for the executives, questionnaire survey for all staff and distributors panel discussion, summarized PSEN's brand building current situation and the existing problems; then to put forward a set of corporate brand building scheme,by managing system which can be optimized and upgraded continuously (from the study of status quo-the strategic planning system branding system Construction-operation management then returns to the system of a new round of research on the current situation of brand management aiming to creating and accumulating excellent brand equity.This specific brand building scheme includes the rational planning of the brand strategy, the scientific establishment of the brand building system and the implementation of the brand operation and management. Under the guidance of the branding strategy consists of the brand positioning, brand model and goals planning, as well as brand extending, using the three sets of systematic tools of brand elements, the secondary associations lever of the brand and the integrated marketing strategy to build and communicate PSEN brand building system, to create accumulate the positive brand equity; provide a set of guarantee and supporting measurements from the three aspects of organization, capital and personnel for the brand operation management.The research results of this thesis will help to optimize and enhance the brand building of PSEN company, create and continuously accumulate PSEN brand equity, enhance the brand image, thereby enhancing the core competitiveness of enterprise. The completion of facilitating PSEN company to leap forward development goals of trading up to the upper reaches of the industry, at the same time also facilitate to other similar enterprises in the industry by providing valuable references.