LAF brand of change successes and failures.docVIP

 PAGE \* MERGEFORMAT 12 ‘LAF’ brand of change successes and failures LAF is a newly emerging domestic strong brand shampoo. LAF in a short period of three years to complete its own as a strong brand shampoo, Guangdong section of the mold, fully reflect the pull-fang’s brand awareness and brand strategy has taken the lead in the forefront of Guangdong shampoo brand. Research La-fang brand growth and change history, objective analysis of LAF growing problems of the whole of Guangdong plate shampoo brand for future growth will undoubtedly have great significance as reference. Trajectory In the analysis of La-fang brands, we are very easy to pull early de-fang a good link with Guangzhou to make comparative studies. First half of 2001, pull-fang’s ads are highly concentrated. Chen Derong’s a good shakes actions and Guangzhou Di Li’s body is so similar to the devil. Including the brand’s core values, good Diti out ‘Hello, everybody is really good’ civilian position, emphasizing the brand popularity, daily life; LAF has put forward ‘love life love pull-fang’, focus on the brand personality positioning for general consumer groups; Di stressed that their products better possessions as ‘good Guangzhou Di’, without any sign of weakness LAF put forward a broader range of ‘Guangdong Lafon’; between the two on the market at the beginning there are too many similarities and identical. LAF was a very clear aim, pull-Fang hopes to win with the Guangdong plate leading shampoo Company Guangzhou Houdy equal rights. In fact, the LAF through the activities of their own brands and marketing tools, and soon obtained such an effect on the market. This also reflects a good brand strategy Di easily imitated and follow up. Second half of 2001, careful researchers will find pull-fang’s advertising and brand development has witnessed a phenomenal change. The first is spread throughout the river north and south of the ‘love life love LAF’ voice is fading, replaced by a ‘pull-Fang Chu Pi