Research On The Brand Strategy Of W Group

W Group is renowned home appliance company in China.Its products include televisions,refrigerators,washing machines,air conditioners,etc.W Group was founded in 1988,and after 30 years,the brand has been regarded mature and reliable by the consumers.Recently,with the development of high-tech,Internet and big data technology,consumers require not only the basic functionalities of a single device,but also the data sharing,inter-connection and mutual control between devices.Moreover,the involvement of emerging Internet companies in the home appliance industry and the popularity of the "Smart Home" concept add on the pressure of traditional enterprises.It is urgent for these traditional enterprises to upgrade themselves to adopt to the market.In this new era of the home appliance industry in China,the key to improving the brand management of W Group exist in how to stand out from so many emerging and traditional enterprises in the industry.This dissertation is going to analyze the political,economic,cultural and technical environment,and the general condition of the industry such as consumers,competitors of the company.Afterwards,based on the STP theory,consumers of different products will be described,and the current brand management strategies for these products will be evaluated.Finally,suggestions will be proposed for the brand management of W Group in terms of brand visual identification,advertising,internationalization and brand maintenance strategies.The company will also be suggested to improve in product quality management,the legal environment and employer branding to ensure the brand management strategies can be well implemented.With the adoption of the brand management and marketing strategy,the impression of the brand in consumers can be improved.Except keeping the loyal consumers,the company is expected to increase market share and maintain industry leadership.Moreover,these strategies may also provide useful experience for the brand management of the traditional manufactory companies which are undergoing or planning for a strategy innovation.