Golden sleep Liquor Planning Case.docVIP

 PAGE \* MERGEFORMAT 17 ‘Golden sleep Liquor’ Planning Case Part I: basic concepts of creativity and analysis 1, product name: (Gold sleep Liquor) Name basic meaning: gold, in the Chinese folk culture, generally refers to the best of things, gold, gold-like, in applications such as gold products, gold reported. ‘Word-Ocean’ Village, said: Kim ... Its implication refers to upper quality. Mian, by definition, actually refers to sleep, sleep is the most traditional of the call, the classical Chinese used to say ‘bed’ refers to the meaning of sleep. Gold sleep, implicitly refers to the golden sleep. And sleep a gold in general, it means that the high quality of sleep. So that consumers can take place from out of a Name on the association; Second, the use of trademarks: (Gold sleep Licensing) Product name achieving unity in the use of the trademark was. In practice, no longer appears a special symbol. Only a ‘Golden sleep Liquor’ words (name), in the ‘Golden sleep’ was behind the word marked with ‘R’. The joint application in the future, that is, ‘Golden sleep alcohol’, inscribed as ‘King brand products Co., Ltd. Honor’. (In the ‘Golden sleep’ trademark has not been registered before, still using the ‘fresh’ trademarks, full name of the ‘fresh wine brand Golden sleep’. ‘Golden sleep’ Once the registration is successful or get rid of ‘fresh’ brand.) 3, the market analysis: 1, from the many market research company found that consumers want in health care has the function of wine survey, kidney impotence are still living in the first one, and to improve sleep in the second or third place (universal feeling is that a good sleep after drinking. Another reference is to wipe out higher demand for rheumatism and joint pain). In the current health of China’s wine market, because China Jin influence of liquor brands, many consumers in choosing the basic functions of health wine to China Jin wine as a reference standard. As China Jin wine consumer awareness of the effi