Study On Brand Influence Promotion Strategy Of A Fruit Wine Company

For a company,a brand is not only a symbol representing its name but also a means of promoting its products and services,as well as becoming an intangible asset.Brand influence,as an intangible resource,can enable a company to gain more economic and social benefits.Companies with a strong brand influence have,to some extent,stronger market development capabilities.In today’s market-oriented world,as competition between companies intensifies,some companies recognize the critical role that brand influence plays in their operations and development,and thus take measures to enhance it from various aspects.A Fruit Wine Company is a business that produces green plum wine,founded in2014.In 2017,it launched a brand strategy,positioning its brand as a social wine for young people.However,during its current business process,the social attributes in the brand positioning encountered three problems: brand channels,brand communication,and brand co-creation.These issues have affected the implementation of the brand positioning strategy,which is unfavorable for enhancing brand influence.This paper takes A Fruit Wine Company as a research subject.In the research process,it first organizes the evaluation methods and strategies for enhancing brand influence domestically and internationally,such as content marketing and social media marketing.Secondly,it explains the brand asset theory and Aaker’s brand five-star model,introduces the basic situation and brand development history of A Fruit Wine Company,analyzes the implementation of differentiation strategy,uses the VRIO model to analyze its competitive advantages,and analyzes the problems of its brand influence.Furthermore,it constructs a brand influence evaluation index system based on the brand asset theory and Aaker’s brand five-star model,and analyzes the current status of A Fruit Wine Company’s brand influence using questionnaire survey method combined with SPSSAU.Finally,it proposes effective strategies to enhance brand influence according to the analysis of brand influence problems.Through the evaluation of A Fruit Wine Company’s brand influence and the study of enhancement strategies,it is found that A Fruit Wine Company needs to expand its brand marketing channels based on its own situation,achieve brand marketing diversification,improve its brand communication methods,establish a private domain community for its brand,use interactive word-of-mouth marketing,and promote user co-creation of the brand.Only in this way can it win in the fierce market competition.