Study On The Branding Of S26 Product Series

After nearly a decade of rapid growth,infant formula milk power market of China enters a maturing stage,for which the size of the market has reached 84.4 billion yuan with an expected average annual compound growth at around 7%.As the increasing openness of fertility policy,China will continue to be one of the world's largest infant formula milk powder market.However,infant formula market is facing an industry reshuffle with the tightening of the Chinese government regulation.Influence will affect both domestic and import milk powder production enterprises.In this thesis,we use of “brand equity” and “positioning” theories,to analyze the current branding situation of S26 brand and to extract its current problems.“Brand pyramid model” and “brand association” are firstly used to detailed analyze the current brand of the products.Then “brand positioning theory” is used to offer for brand building scheme and implementation to S26.A new branding proposal is offered in this thesis to forward to super premiere high-end market segment.Advices are provided to optimize brand positioning,to upgrade product formula and optimize brand communication.Moreover,detailed implementation schemes are suggested.The major problems S26 is facing can be summarized to be brand positioning and brand equality.It is a common problems to various companies.The detailed discussion based on S26 brand of W company,can be used to verify whether the current brand theory and tools can be applied to the analysis of external environment and demand from customers.We hope that the composite theory can help with enterprise to build up brand and empower its core competiveness.It is not only applicable to W company,but also a general theory for other companies.