Brand communication in 3W.docVIP

 PAGE \* MERGEFORMAT 7 Brand communication in 3W Recently, the regional brands of beer - Fujian Sedrin and even the international beer industry in China, caused an uproar! Sedrin 39.48% stake in the transfer of state-owned concern, their overall share price as the international beer giant InBev, AB, Heineken, etc. bid upward, reaching nearly 60 billion yuan, Jin snow over the same period was only 1.1 billion in total assets of an annual turnover of more than 10 billion and only then. Snow Tianjin, China is undoubtedly a successful example of brand marketing. Sedrin was born in 1986, which has undergone two major stages of brand communications. The first stage is before 1999, the spread of the focal points in brand awareness, through publicity so that consumers remember the brand name, although this stage, the brand has expanded its influence, but the bottleneck has become increasingly exposed , in the beer and Fujian Huiquan competition, disadvantage. In 1999, Chen Zhihua Along with the new leadership team headed by took office, the snow-chun, the brand began a major movement spread. The first is the core brand values of the mining, refining and Communication: with ‘truth’ as the core values in order to ‘you and I snow-chun, the truth of the world’ for advertising language, insight into the consumer when drinking alcohol to communicate basic emotionsNeed . Second is to strengthen product development, and constantly introduce a technology leader in high-end new and guide the trend of consumption of beer, greatly enhance the brand image and reputation: in 1999, launched the country’s first snow Tianjin cold beer; in 2000 to launch the first in Fujian a pure draft beer; in 2003 the introduction of Sedrin Sumio cold beer heaven and earth; the end of 2005, it launched the country’s first Sedrin wheat at the beginning. This series of product mix boxing, as well as successful marketing hype, so thoroughly defeated the rival Sedrin Huiquan beer, and effectively block