Abstract
Business strategy is fundamentally concerned with the actions required to create superior customer value in the firm’s target markets with the ultimate goal of achieving superior performance. Marketing theory suggests that two critical marketing activities required to achieve this end are: (1) the adoption of appropriate strategic behaviors such as customer-oriented, market oriented and (2) targeting of the appropriate market segments. This study builds on prior research which demonstrates that the brand as ‘atomic nucleus of economy’, as ‘beyond name, symbol and obvious sign’, the ‘contracts’ with consumers, ‘promises’ to consumers and ‘believes’ of consumers. As the products can be produced more and more and the name is only symbol system, but the brand is the guiding factor to product and brand name. When the tendency of product assimilation becomes more obvious, the brand strategy in the competitor market should put more emphasis on brand construction. Therefore, marketing in the future is in fact the competition of intangible brand value that is beyond national boundaries. Owning brand value means owning capital for competition. However, there are only a few literatures stud无忧论文 【http://www.uklunwen.com】ying the brand strategy from a manufacture perspective in the developing market context. Based on this context, this dissertation provides us a comprehensive and systematic analysis on the strategic management of the company at the stage of brand changing. With the case study of Fotile Kitchenware Cooperator a famous small home appliance supplier in China, coupling with literature review of customer delivery value, the thesis gave several managerial enlightenments on the basis of SWTO analysis: defining the brand goals and market segmentation and establishing brand strategy which includes the positioning the brand accurately, extending the brand prudently, providing product and service differently, and strengthening the channel management. The thesis also offers the theory direction and practice example for the Chinese managers in the intense competitive market and expects to help the Chinese enterprises compete and develop healthily.
Key words: Brand equity; Brand strategy; Fotile; brand differentiation
 
Table of Content
Preface 8
Introduction 10
Chapter 1 Literature review 13
1.1 Branding and marketing 13
1.1.1 Branding 13
1.1.2 The difference between branding and marketing 14
1.2 Brand equity and marketing 15
1.2.1 The importance of brand equity and branding 15
1.2.2 The element that build the brand equity 16
1.2.3 Marketing actions and brand equity 18
1.3 Brand management&nbs