| 摘要: | “Enterprises, more and more, realize that one of their most precious properties is the brand name.” (Kevin Lane Keller ) “Brand name is the precious property of enterprises. The only way to own their market is to own their brand name.” (Larry Light) Nowadays, experts think that brand name is a part of company’s property. From this point of view, at the beginning when leaders and executive committee establish a company, they have to build and develop their brand name immediately. Building the brand name development strategies is a significant mission which is as important as building business development strategies. Aware of the brand name importance, Thanh Cong Joint Stock Company (TCSC) as a newly established company trading in service field realizes that the essential of its own brand name building. The first step to build a brand name is to examine and research the life cycle of the brand name which aims to have reasonable strategies, policies of each life’s cycle period so that the brand name will more and more develop and be powerful. After studying life cycle of a brand name, we should learn about steps to build and develop this brand name. The identified factors to establish a brand name are brand name’s visibility and mission, location of brand name, brand name model choices and targets, plans for each period. Besides, we also need to study other factors such as name, logo, slogan, characteristics, and features of brand name. Using 16.0 SPSS software for survey questions answered by company officers, investors transacting at Thanh Cong Joint Stock Company and other Stock Companies help us identify strong and weak points of TCSC’s brand name. Therefore, strategies are found to recover the weak points and promote the strong points for a sustainable brand name development. At present, there are many experts in the world studying brand name. They offer many theories of brand name development strategies. One of the most applied theories at this time is the brand name development strategies written by Micheal Forter. From survey results of TCSC’s brand name and development strategy research, I realize that Thanh Cong Joint Stock Company need to build its own brand name development strategy. It is the differentiation strategy whose building and carrying out at present period is very difficult. If this work successes, it will be the shortest way for TCSC to achieve its firm brand name in investors’ minds. |
