| ABSTRACT | 第1-4页 |
| Table of Contents | 第4-6页 |
| Chapter 1 Introduction | 第6-10页 |
| ·Background and Significance | 第6-7页 |
| ·Content and Methods | 第7-10页 |
| ·Content and framework | 第7页 |
| ·Methods | 第7-10页 |
| Chapter 2 Relevant Theories of Brand Planning | 第10-13页 |
| ·Definition of brand | 第10页 |
| ·Brand Planning | 第10-12页 |
| ·Refining the core value of brand | 第10-11页 |
| ·Standardizing brand identity system | 第11页 |
| ·Setting up a long-term brand strategy | 第11页 |
| ·Setting up a brand sector and arranging brand personnel | 第11-12页 |
| ·Brand Development Strategy | 第12-13页 |
| ·Analysis on external environment | 第12页 |
| ·Analysis on internal environment | 第12页 |
| ·Analysis on brand target | 第12-13页 |
| Chapter 3 Analysis on Development Status and Brand Planning Environment of DongyingCompany | 第13-20页 |
| ·Profile of Chengdu Dongying Trading Company | 第13-15页 |
| ·Introduction of Chengdu Dongying Trading Company | 第13-14页 |
| ·The development status of Chengdu Dongying Company | 第14-15页 |
| ·Analysis on macro environmental of Dongying Company | 第15-17页 |
| ·The political environment | 第15页 |
| ·Analysis of the economic environment | 第15-17页 |
| ·Analysis of social and cultural environment | 第17页 |
| ·Industrial environmental analysis of Dongying Company | 第17-20页 |
| ·Analysis of suppliers | 第17-18页 |
| ·Analysis of the existing competitors | 第18页 |
| ·Analysis of potential competitors | 第18-19页 |
| ·Analysis of alternatives | 第19页 |
| ·Analysis of the purchasers' bargaining power | 第19-20页 |
| Chapter 4 Dongying Company's Brand Planning and Design Scheme | 第20-26页 |
| ·Brand Vision | 第20页 |
| ·Brand Overall Strategy | 第20-21页 |
| ·Create High-quality Brand to Obtain Loyalty from Customers | 第20-21页 |
| ·Create "Whampoa Military Academy" in Chengdu sock industry | 第21页 |
| ·Brand Positioning | 第21-23页 |
| ·Industrial Environment Characteristics | 第21-22页 |
| ·Target Consumers' Characteristics | 第22页 |
| ·Competitors' Characteristics | 第22页 |
| ·Company Condition | 第22页 |
| ·Positioning Advice | 第22-23页 |
| ·Brand Core Value | 第23-24页 |
| ·Functional Value | 第23-24页 |
| ·Emotional Value | 第24页 |
| ·Self-expression Value | 第24页 |
| ·Brand Personality | 第24-25页 |
| ·Brand Structure | 第25-26页 |
| Chapter 5 Brand Planning Scheme Implementation | 第26-28页 |
| ·Create Brand Management Organization | 第26页 |
| ·Integrate Company Resource to Promote Brand Growth | 第26-28页 |
| ·Foster Company Brand Strategic Awareness | 第26页 |
| ·Make up Company's System Security | 第26-27页 |
| ·Provide Fund Security | 第27-28页 |
| 参考文献 | 第28-29页 |
| Acknowledgements | 第29页 |
