本案例由江南大学商学院的吴媛媛教授团队撰写，江南大学商学院案例中心研究员郝婷婷全文改编，江南大学商学院案例中心研究员陈田田为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：品牌建设对企业的发展至关重要，能够提高企业知名度和竞争力，能够使用户形成一定的忠诚度、信任度和追随度，是企业保持竞争力的强大后盾。本案例阐述了远东控股集团自成立以来，带着高度的品牌意识，不断与时俱进，发展品牌之路。公司通过引进品牌官、建立品牌架构、提高技术和产品质量、提升服务态度、积极履行社会责任和构筑和灵文化等举措，来发展品牌和提高品牌形象。带着建设世界一流企业的目标，针对制造业转型升级、线缆行业产品同质化的现状，远东转向智慧能源行业，持续提升品牌价值。之后，远东导入品牌“3.0创新战略”，实现从“高知名品牌”到“高价值品牌”再到“高情感品牌”的逐级跨越。同时，线上线下的营销活动以及海外传播的新媒体矩阵，推动远东品牌影响力的提升。在品牌未来的发展之路上，不同国家的消费者的行为的差异、公司忽略流程管控的问题、如何建立现代企业制度等问题，是企业为了实现品牌价值的持续提升需要进一步思考的问题。

关键词：产业转型；独角兽；供应链整合；企业家精神

Far Eastern Holdings: The Road to Brand Growth

Abstract: Brand building is crucial to the development of an enterprise, which can improve its visibility and competitiveness, and enable users to form a certain degree of loyalty, trust and followership. It is a powerful backing for an enterprise to maintain competitiveness. This case illustrates that since its establishment, Far Eastern Holdings Group, with a high degree of brand awareness, has continued to keep pace with the times and develop its branding path. The company has been developing its brand and improving its brand image by introducing brand officers, establishing a brand structure, improving technology and product quality, enhancing its service attitude, actively fulfilling its social responsibility and constructing and spiritual culture. With the goal of building a world-class enterprise, and in response to the transformation and upgrading of the manufacturing industry and the homogenization of products in the cable industry, Far Eastern turned to the intelligent energy industry and continued to improve its brand value. After that, Far Eastern introduced the brand "3.0 innovation strategy" and realized the step-by-step leap from "high brand name" to "high value brand" and then to "high emotional brand". to "high emotional brand". Meanwhile, the online and offline marketing activities and the new media matrix for overseas communication will promote the improvement of Far Eastern brand influence. On the road to future brand development, the differences in consumer behavior in different countries, the company's neglect of process control issues, and how to establish a modern enterprise system are issues that every enterprise needs to further consider in order to achieve sustainable improvement of brand value.

Keywords: Total Brand Management; Brand Value; Entrepreneurial Brand; Waring Culture; Smart Energy