The Research Center for Branding Strategy (hereinafter referred to as “the Center”) was established in March 2014. The Center is jointly adopted by South China University of Technology and The Fifth Institute of Electronics of Ministry of Industry and Information Technology. It is the only institution that is received the technological support of the Ministry and accredited by the CEPREI (China Electronic Product Reliability and Environmental Testing Research Institute). In line with the principle of complementary advantages, mutual benefit, practical effectiveness, common development, it is committed to carry out cutting-edge research on brand marketing theory, competitive strategy and marketing planning, so as to promote the best practice on branding. Professor Chen Ming of School of Business Administration of SCUT is the Director of the Center.
The Center is committed to create an open research platform for incubating original, unique, exclusive and innovative intellectual results, carrying out the forward-looking research of Chinese brand construction to provide intellectual support for enterprises to cultivate independent brands with international influence. Meanwhile, it is expected to find out, explore and solve problems occurring in the practice of brand consulting stage, brand cultivation process and brand training activities, therefore, it will better understand the development trend of relevant disciplines and researches; grasp the latest research outcomes; contribute to and provide a strong support for discipline construction, teaching and research activities of the university. Besides, the “Brand Cultivation Practice Base of SCUT” that is established affiliated to CEPREI, will contribute and internship practices.
The Centre focuses on building three platforms: 1) brand training and accreditation cooperation platform, which takes the advantage of the School on brand building, integrates social resources and serves the quality brand public service platform established by the Ministry of Industry and Information Technology to provide guidance and support for brand cultivation and brand accreditation of domestic industries and enterprises; 2) brand consulting and cooperation platform, which develops the consulting market with the help of the experts from the School and the social resources of CEPREI, thus to provide brand consulting services for enterprises, including brand diagnosis, brand strategy planning, brand image (CI) design, annual plan of integrated brand communication strategy, etc.; 3) brand cultivation and promotion cooperation platform, which takes advantage of both sides, holds various forms of forums to strengthen the publicity of brand training programs, improves the enthusiasm of enterprises to participate in brand cultivation, so as to expand the market.
Since the establishment of the Center, assigned by the ministry and all levels of government departments, its research team have conducted extensive researches on related industries and industrial development and brand construction in some key areas of China and various regions in Guangdong province, i.e. brand development strategy, regional brand construction, enterprise brand cultivation, and formed its own experiences and methodologies. In this regard, the Center has provide local industries with various consulting services, such as regional industrial development plan, industrial park development plan, brand strategy and regional brand construction, and enterprise brand construction.
