Research On Brand Building Of Company D

Brand building is the basis for guiding enterprises in the direction of high-quality and refined development,and is also necessary to improve brand awareness and influence,with the role of driving the market and protecting innovation,etc.D Household Products Co.,Ltd.is an export-oriented comprehensive hanger production group,and now the export business is hampered and the profit margin is compressed,D has to turn its development vision to domestic,by incorporating the brand building strategy into the company’s development strategy to improve the competitiveness of its products and services in the domestic market.In this paper,we start from the aspects of brand platform,brand values,brand positioning and brand design architecture,and combine the two theories of brand competitiveness and brand differentiation to elaborate the methods of strengthening brand construction.We analyze the basic situation of Company D,the current situation of brand building and the current situation of product production technology capability,identify the problems and shortcomings of the company’s brand building through interviews and research,and propose reasonable improvement measures,and then optimize and adjust the marketing strategy in time to provide support for the benign development of the brand.After interviews and research,we found that Company D has problems such as lack of brand awareness,lack of understanding of the market,lack of prominent brand design for its products,and low investment in narrow channels for brand communication.In order to enhance the company’s core competitiveness,Company D must work hard on product quality,strictly control the product design,manufacturing,packaging and transportation,as well as after-sales service;it must devote itself to developing its own brand business,enhance brand awareness,clarify brand positioning,base on product design and manufacturing,and use technological innovation as the driving force to really make its own brand bigger and stronger,enhance the core competitiveness of the enterprise,and win a broader space for Enterprises win a broader development space;must optimize brand communication,increase investment in publicity,multi-channel and multi-platform promotion,rely on regional advantages,scientific planning to strengthen brand construction,enhance corporate brand influence,and continuously tap and enhance the added value of high-quality products.Through the elaboration and research of the above main contents,this paper proposes the importance and foresight of developing independent brand business of Company D to develop and occupy domestic and international markets and improve the economic benefits of the enterprise,and puts forward the overall plan and suggestions of brand marketing strategy of Company D: continuously improving the quality of products and brands,establishing multi-channel marketing mode,developing independent brand business as well as making full use of regional development advantages.The implementation of brand strategy is an important transformation of China’s hanger products industry from a labor-intensive enterprise to a technology-branded enterprise,which plays a very important role in enhancing the core competitiveness of enterprises and boosting their high-quality development,and is also an important way to enhance the brand image of enterprises and enrich the connotation of corporate culture.