Research On The Management Of BODY WILD Brand

Accompanied by the pace of China's reform and opening up,especially after joining WTO in 2002,China has entered the era of economic takeoff,all walks of life have a great development.After accession to the WTO,the textile and garment industry has become a strong industry in China and a barometer of China's economy,and directly reflects the national cultural level,aesthetic,lifestyle and living standards.With the steady growth of the domestic economy,the income and consumption ability of the residents are increasing rapidly,consumers on the clothing brand's appeal has not only a simple dress needs,more consumers want to wear out their own unique characteristics,to the direction of individual development.Accurate grasp of the diverse needs of consumers,in addition to precise brand positioning,but also do a good job of brand design,shaping the brand personality and the appropriate benefits of the use of resources to do brand promotion.Therefore,the brand management is not only an driving force for enterprises to survive and develop,but also the only way for enterprises to improve their economic efficiency and realize intensive operation.Based on the theory of brand management,this paper analyzes the status of BODY WILD brand,and studies the brand of BODY WILD from four aspects of brand: In the aspect of brand positioning,aiming at BODY WILD brand positioning is not clear in the early stage,the use of diamond brand positioning model,a clear BODY WILD brand positioning,for the marketing of BODY WILD brand designated road;In the aspect of brand design,by analyzing the current BODY WILD brand design of the actual situation,combined with the new brand positioning,put forward the corresponding improvement measures in the brand of the logo(VI standard),product,price,brand packaging and accessories and terminal visual image(VMD)and other aspects;In the aspect of brand personality,through the questionnaire survey,and use SPSS software for statistical analysis found that BODY WILD brand left to the consumer brand personality impression there are conflicting problems,in response to these problems put forward specific rectification measures;In the aspect of brand communication,for the traditional way of communication can't meet the psychological needs of the brand and consumers,put the BODY WILD brand in the traditional brand communication to guide the more diversified brand communication,combined with the rapid development of new media,using experiential communication,entertainment and sports marketing communication,event marketing,and brand cooperation spread,etc.to expand the BODY WILD brand transmission.Through the above analysis of the basic elements of BODY WILD brand management: the brand positioning and consumer demand for docking;competitive environment and competitive brand analysis,to find a breakthrough in brand design;correct the shaping of brand personality;multi-channel brand communication with new media.BODY WILD brand in the minds of consumers to establish a unique brand of impression,deeply rooted in the consumer heart,improve brand competitiveness,enhance the economic efficiency of enterprises.