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2018 | OriginalPaper | Chapter

An Exploratory Case Study of the Mature Enterprise’s Corporate Brand Building Based on Strategic Perspective

Authors : Yuan Yuan, Jing Xu, Liming Zhang, Rui Zhou

Published in: Proceedings of the Eleventh International Conference on Management Science and Engineering Management

Publisher: Springer International Publishing

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Abstract

Corporate brand plays an increasingly important role in intensive competition. Therefore, further research needs to be done on the relationship between strategic action and corporate brand. Particularly for mature enterprises, how to build corporate brand through strategic action is an important issue in this research field. Based on the case studies of Jinjiang Hotel Industrial Co., Ltd. and Luzhou Laojiao Co., Ltd., this paper analyzes the corporate brand management of mature manufacturing and service-oriented enterprises, giving the conclusion that strategic action will contribute to the corporate brand management and the brand construction of a mature enterprise is the consequence of its strategic action, since enterprises can manage corporate brand building by improving brand awareness, brand structure and the building path to construct their own corporate brands.

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Title: An Exploratory Case Study of the Mature Enterprise’s Corporate Brand Building Based on Strategic Perspective
Authors: Yuan Yuan
Jing Xu
Liming Zhang
Rui Zhou
Publisher: Springer International Publishing
Book: Proceedings of the Eleventh International Conference on Management Science and Engineering Management
Print ISBN: 978-3-319-59279-4

Electronic ISBN: 978-3-319-59280-0

Copyright Year: 2018
DOI: https://doi.org/10.1007/978-3-319-59280-0_132

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