Table of contents
Abstract & Key Words ………………………………………………………………..1
Ⅰ. Introduction ……………………………………………………………………….2
Ⅱ. General Knowledge of Brand ……………………………………………………..2
2.1 Definition of Brand ……………………………………………………………….2
2.2 Brand Strategy ………………….…………………………………………………3
Ⅲ. The Benefits of Brands ……...…………………………………………………….3
3.1 Company Value ……………………………………………………………...……3
3.2 Consumer Preference and Loyalty ....……………………………….............…….3
3.3 Barrier to Competition ……...…………………………………………..…….…..3
3.4 High Profits ……………………………………………………………………….4
Ⅳ. The Ways to Build Branding Strategy …………………………………………....4
4.1 Increase Brand Loyalty …………………………..……………………………….4
4.2 International Brand Strategy …………………..………………………………….5
Ⅴ. Branding Strategy in Changyu Company …………………………………………5
5.1 The Culture Branding Strategy ……………………………………………………5
5.2 The High-edge Market Branding Strategy ………………………………………..6
Ⅵ. Conclusion ………………………………………………………………………...7
Bibliography…………………………………………………………………………...8

页数：共8页 字数：1952字

The Effect of Branding Strategy in the Development of Changyu Company

Abstract This paper describes the definition of brand, why we should study brand, and how to create a brand. In order to value the effect of branding strategy in a company’s development, the author takes Changyu Company as an example. Through the analysis of Changyu’s branding strategy, some effective ways to build branding strategy were identified. Meanwhile some of Changyu’s successful branding strategy was summarized up, which are all excellent guidelines for other companies.

Key Words: brand, branding strategy, Changyu Company

摘 要 本文介绍了品牌的含义，为什么要研究品牌，以及如何创造品牌。为了评定品牌战略对一个公司发展的影响，本文以张裕公司为例，分析了品牌战略在张裕公司发展中的作用。通过案例分析，本文总结出一些创造品牌战略的有效方法,希望对其他企业发展起到一点借鉴作用。