Brand image of white wine

Abstract

At present, the competition between companies is intensive. In the 21st century, companies want to survive business and create competitive advantages, and brands are of crucial importance. Currently the consumption of white wine in China’s Hebei Province is relatively high and all wine companies want to have a chance to grow. There are three main white wine brands in the local market of Hebei Province: Jiulongzui, Bancheng and Hengshui. The competition between the three is intense in both the consumer market and business market.

The purpose of this study is to compare the advantages and disadvantages of iulongzui’s brand of white wine compared with its two competitors and to find a suitable brand-building strategy in the business-to-business market. The key research question is how to creat a strong brand by improving the brand image and supported by marketing tools.

The theoretical background of this thesis comprises theories concerning marketing management and marketing communications based on brand management, brand concept, brand-building process and brand image. This study will concentrate on the business-to-business market.

The empirical study of this thesis was accomplished using quantitative research methods, which involved a questionnaire. The questionnaire was designed on the basis of a theoretical study related to brand image, communications and characteristics of brand. The data was gathered via email.

The research result in conclusion is to show effective suggestions for the case company to adjust its brand-building strategy in Business-to-business market