Research On Brand Management Strategy Of LT Company

China’s economic development has begun to be fully internationalized.In order to achieve further development in the context of global integration,enterprises need to carry out trade activities through brand.Therefore,market competition and product competition have also begun to develop towards brand competition.Only through brand promotion can enterprises gain advantages in global competition,so as to promote the development of enterprises.With the highly developed modern commodity economy,consumers are more and more aware of brands,and they are more inclined to choose products of well-known brands when consuming.Therefore,the study of enterprise brand management can provide a feasible plan for the development of enterprises in the current harsh market competition environment,and has important practical significance for the transformation and development of enterprise branding strategy.In 2021,the first China beverage health consumption forum released the white thesis on healthy China beverage and food sugar reduction action,which proposed a new direction for the development of the beverage industry from the aspects of beverage industry structure,sugar reduction health,environmental protection and branding.It is also because of the background of economic structure transformation and the background of health and branding,the healthy beverage represented by Energetic Forest in 2020 has begun to rise,and has also been recognized and loved by many consumers.The determination of its low sugar and healthy brand image is in line with the requirements of the development of the times.Therefore,the promotion of the brand strategy is very successful.LT beverage company is an old enterprise mainly engaged in the production of fruit juice drinks.At the initial stage of its establishment,the brand successfully created a good brand image and brought excellent performance to the enterprise.However,with the development and changes of the market,the brand management of LT beverage company has not improved,but the brand influence has regressed.In order to solve this problem,the research on the brand management of LT beverage company is proposed to achieve the enterprise development goal.This thesis takes the brand management strategy of LT beverage company as the research object,through the search of brand management related theories and literature,uses PEST analysis and SWOT analysis to study the problems existing in the brand management of LT beverage company,and uses the brand management related analysis method to put forward the optimization strategy of brand management,so as to provide help for the operation and development of LT beverage company.This study found that the current LT beverage company has brand image problems such as the loss of brand personality and backward brand packaging in brand management;Due to the increased task of listing,there are too many inventory problems,and the price is not unified,which leads to the brand channel management problems of fleeing goods;Brand communication management problems such as limited market share,too traditional communication mode and lack of marketing ability of distribution channels;The brand extension management problem that the promotion of new brands is slow and new brands are easy to fall into homogeneous competition.Put forward four strategies of brand image optimization,brand channel optimization,brand communication optimization and brand extension optimization,so as to solve the current brand management problems of LT beverage company,and promote the brand development of the enterprise and the achievement of the business objectives.