Chongqing Olive a successful branding.docVIP

 PAGE \* MERGEFORMAT 20 Chongqing Olive a successful branding In the study of Chongqing Olive brands at great length article, the vast majority of the Olive brand products as a case of failure to deal with. The specific point of view of these brands can be summarized as follows: Olive brand core values that the missing, enforcement is not enough to shape the brand value, and from the three-phase Olive made a trenchant analysis of the ad. ‘Plant school of Chongqing Olive’, ‘black-haired Chinese goods’, ‘the Great Wall never fell国货当自强 ‘, 3 brand awareness theme reflects the core values of the three brands, the brand’s core values appear fault. Second, the Olive significant market share shrink, Olive had reached its peak sales of 800 million, the latter fell to 4 yuan, which became the brand Olive evidence of failure of the most iron. Third, that the Olive in advertising on the major mistakes, especially with the cooperation of Ogilvy amp;amp; Mather, Ogilvy amp;amp; Mather failures from many analysis articles will also be Olive as a typical failure analysis. Fourth, that the product extends serious mistakes, and the focus for example, criticized Olive shampoo perfume. Olive brand really, as some brands article analyzes the failure was a complete mess, as chaotic? Olive really is a failure typical? I think that is not necessarily so! All studies of domestic shampoo brand professionals will find Olive at least up to now China’s shampoo market is still the most competitive of shampoo brands, Olive is located in Chongqing Forum shampoo brand is still a profound impact on China shampoo Brand China’s territory, but as time goes on, Olive there will be a good market growth, research Olive brand’s unique planning ideas and brand strategy, the domestic shampoo companies will undoubtedly have great significance as reference. Brand Position According to 2002CMMS Chinese brand development report studies have shown that the Olive Olive’s Gleditsia, Olive Shouwu, Oliv