Management scene: "we have dozens of sectors and regions, each sector are doing different marketing, but no consistent face to the customer. We need to look more powerful, to public expression we are a large company. ”
In June 2005, the China resource snow has released a new identity of the enterprise. "This is part of our brand strategy. "China resource snow (China) co., Ltd. 's Marketing Director Hou Hsiao Hai said in an interview. Since mainstream products are not suitable for long-distance distribution, the regional beer industry, and relies on strong capital merger which China resource snow. After several years of mergers and acquisitions, huarun snowflake beer have a 40 factories, more than 30 regional brand, already considerable scale effects, and a long history of competitors, China resource snow missing is a national brand.
Identifies the recycling, beginning from the brand positioning
In early 2004, China resource snow formal and Kotler group Agency, to identify the first reconstruction on brand positioning processes and methods are combing the brand positioning. Kotler said: "the process of brand positioning, is looking for and brand can establish contacts to some valuable story, looking for the eyes of consumers and their recognition of the closely related stories. "Thanks to market segments, competitors of a large number of investigation and research, combined with China resource snow compared to competitor companies growing prominence of cooperation both in July 2004, the core of formalized brand positioning to" grow ". On this basis, combined with the target consumer group studies, and product features, respectively, in the interests of consumers, business value, brand personality defined on the snow of primary consumer group is determined to be 20 to 35-year-old growth generation. This generation has the temperament of the modern, progressive, full of dreams and exploration spirit, snow beer of brand value is to give them a sense of growing relax and pleasure. Snow brand story's theme is the story of growth.
Brand integration opportunities
In determining the brand positioning, the prosperous great wall advertisement company to China resource snow has designed a new logo. A new identity to maintain the original main colors of green, still is in Chinese, English, constitute the basic elements of identity does not change. But in English and add a slightly around the edges of the border design, more young innovators, and also the English name "SNOW," the letter "O" Orange elements become more prominent, and strengthen the positive, enthusiastic and energetic.
The new identity of the designer's great wall advertising company believes that the heyday: "identity is an important element of Visual identity, is the embodiment of the spirit of enterprise and the location of one of the media. It identifies as the business growth and change, and constantly improve. Usually identifies the most basic kernel without a major change, just like when the enterprise was founded in the beginning of mission and values will not easily swayed. Identity correction often is in the details of, services in enterprise development and positioned updates. ”
A new corporate identity, how to packaging, outdoor advertising, posters, corporate image, POP, etc, reflecting the new corporate identity is the identity recycling effectiveness cannot be ignored. "Brand is the enterprise in the consumers mind of information, this information is the enterprise through a variety of activities in the consumers mind. The information provided must be consistent, unity. Consumers ' Association is very low. "Hou Hsiao Hai think so.
"For beer and other fast moving consumer goods, there is an important element of the Visual identity is the packaging/bottle label. In order to ensure that the new identity system for clarity, consistency, and our identity integration for the enterprise identity and bottle label two parts simultaneously. "Prosperous great wall of the responsible person explained. In fact, such identity specification is to some extent for China resource snow settled was plagued for brand consistency problems. China resource snow as the starting point of brand integration, on the integration of internal resources, promoting new ideas into people's minds, the company culture more cohesive; external to the public on new strategies and goals, communicate to the consumer the new brand concept, launched a new marketing campaign.
"A powerful brand identity through increasing recognition, awareness and customer loyalty to help build brand equity, which in turn help companies to achieve greater success. "The United States to identify experts, served as United States architects (AIGA) Directors ' Lina · Wheeler (Alina Wheeler), referring to the" investment brand identity of important causes, "said:" those who cannot take every opportunity to promote their brand value and significance of brand managers be more sweet sleep at night because they create a brand value. ”
No comments:
Post a Comment