Study on brand management organization and process model of construction enterprises

Brand management plays a positive role in improving the market share of construction enterprises. However, the brand management in the construction enterprise is not yet a perfect system. In order to enhance the specialization, program and standardization of brand management in the construction enterprise, an organization model and a process model of brand management with the characteristics of the construction industry is proposed. It is suggested that brand management organization should be established, organized at the decision-making and executive level and based on the brand manager system. The relationships between brand management organization and other functional departments should be analyzed accordingly. According to the main content and logical relationship of the brand management, the construction enterprise should establish the brand management process that includes brand strategy establishment, design of brand elements, brand promotion, brand maintenance and brand extension. Also presented are the process of brand strategy establishment, the decision model of brand, the design norm of brand elements, the method of brand promotion and brand maintenance, and the strategy for brand extension.