Arrival of Brand Era-Analysis of Brand planning of Chinese National Style Brand "A You"

In the 21st Century, Chinese clothing industry has arrived at a period of transformation. The brand has become the focus which is deeply concerned by both the clothing companies and the consumers. Building-up Chinese style's character brand has become the main aim of Chinese clothing enterprise's development. An important factor of brand management is how to improve the consumers' cognition to enterprise's brand. Brand planning after all is the foundation of brand cognition. In China, there are three phases followed by Chinese clothing enterprises: Product planning; Marketing planning and Brand planning. The paper introduces the A You company which is based in Beijing, China with Chinese national style brand. The authors have traced the processing of its brand building and development for years and made the analysis of A You company's brand planning on its changes in form, content and its new trends. This paper finds out the contribution of the brand planning to the consumer's brand cognition. Finally, the paper aims to provide some suggestions to A You company or other companies who dedicate to build up the clothing brand with strong Chinese characters.