The Brand Management Strategy Study On Asian-American English Training Center

In recent years,with the rapid development of the national economy,education and training industry in China is in rapid development,and become very popular.And the English education industry become the core of heat.Many competitors have entered the market,and the size of training industry is becoming bigger and bigger.But many English training institutions have not left deep image in the consumers’ mind and formed a brand.In Fuzhou English market,Asian-American English Training Center is one of the many English training institutions.In this thesis,based on the relative theories of brand management,such as brand image theory,position theory,theory of brand communication,and the integrated use of literature review method,theoretical study and empirical investigation and analysis and other research methods,the author will study at the issue of Asian-American English Training Center ’s brand management strategies,trying to solve the business issue that Asian-American English Training Center has been in Fuzhou market for many years,but it still has not made a deep impression in consumers’ mind,and has not yet formed a strong brand.Based on brand-relative researches,finding out its brand management problems and making Asian-American English Training Center’s brand management optimization strategies and implementation plans are in order to make Asian-American English Training Center work more effectively in its brand management and enhance the competitiveness of its brand and its enterprise competitive ability,as well as to provide some references of the brand management for other enterprises in the industry.