Face the dispute reflects the brand image Hongjinlong Mr. Ye strategy of short-term crisis.docVIP

 PAGE \* MERGEFORMAT 24 Face the dispute reflects the brand image Hongjinlong Mr. Ye ‘strategy of short-term’ crisis Wuhan Tobacco Group, its certainly not anticipated his own huge amounts of money spent to conduct the Hongjinlong Face brand strategy, actually came under fire from newspapers, websites and even spread of academic monographs and many other objects of public opinion controversy, Hongjinlong brand new image of how the ? ‘Astronauts’ replaced the ‘Chinese Dragon’ In 2003, the Wuhan Tobacco Group for the business expansion acquisition strategy, seeking a leading brand ‘Hongjinlong’ the image of the upgrade, it found a prominent reputation in the industry who masterminded Mr. Ye Maozhong. After Mr. Ye and his careful analysis of the planning team, and diagnosis, they proposed a full denial ‘Hongjinlong’ of the original image of the brand image of the subversive remodeling program. Click to open ‘Mr. Ye planning agencies’ electronic page, in the ‘Case 01: thinking of how far we can go far -’ Hongjinlong ‘planned documentary’ that reads: In what we have done brand association test , ordinary consumers ‘Hongjinlong’ positive association with ‘the emperor, chivalrous, harvest, heroism, good fortune wealth ... ...’, the negative associations with ‘old, traditional Chinese feudal, rivers and lakes, underworld ... ...’. These associations have shown ‘Hongjinlong’ brand, a serious problem: the traditional lack of contemporary, quality feel. It fully shows that ‘Hongjinlong’ the original image and its range of brand elements is no longer suitable in today’s market and consumer needs, ‘Hongjinlong’ overall image must be changed. We are determined to reshape the way decided to adopt a new subversion ‘Hongjinlong’ brands. ... ... Branding issue is a major issue, it can decide on a product or a company’s destiny, but the brand is all brand diagnostic basis for the work. During that time, ‘Hongjinlong’ project team members every day immersed in the ‘Hongjinl