Research On Brand Building Of Sweet Apparel Group

Brand is an intangible asset of the enterprise.In the modern market conditions,for clothing enterprises,the brand value of such intangible assets has more than tangible assets.Brand is to create the most important source of value-added clothing products,brand,once established,you can bring great economic benefits to the garment enterprises.Clothing enterprises through the brand,to establish and maintain the relationship with consumers,can increase market share increase revenue,improve the management level.As the core resource of garment enterprises,the brand has been recognized by more and more enterprises.The research of this article is aimed at this kind of research background,has carried on the research to the water for the clothing clothing brand construction question,in this research process,first carries on the research to the brand construction related theory.This paper analyzes the related concepts of brand building and the theoretical basis of brand orientation of garment enterprises.Which laid a theoretical foundation for the research of this paper.And focuses on the analysis of the status quo and the problems of the brand building.Through the study of this paper we can see that the water for the company's current operating on & on,W.Doubleudot,coiincos,Lapalette four independent fashion brand.But the lack of brand research,positioning is not clear,brand management is not scientific,imperfect system,franchisee channel management confusion,the brand personality is not obvious and brand communication platform is limited,communication mechanism lags and so on.In view of this problem.In this paper,SWOT analysis is used.Through the analysis,it can be seen that the water brand is easy to manage,has a more comprehensive production system and geographic location advantages.But there is still a single brand promotion channels,the brand value is not significant and the lack of enterprise development intelligence and other disadvantages.In view of the above research results,this paper builds water for the clothing brand construction program.It is emphasized that the market should be further subdivided,the brand positioning should be clarified,the brand image should be combed by following the strategy and positioning strategy,and the brand positioning should be scientific.The core value should be paid attention to the quality of brand building.And at the end of this paper for the construction of water for the clothing brand clothing brand-building programs to provide targeted safeguards to ensure that the water for the construction of this brand-building programs Sang clothing be effectively implemented.Through this study,not only a comprehensive understanding of the water for the Sang clothing brand building status and problems,and for the water for the clothing brand building provides a scientific brand-building programs and security measures for the improvement of water for clothing brand clothing Quality,enhance the brand value has a very important practical significance,but also for other clothing brand building provides reference and reference value.