From the Wong Lo Kat Biao red to see the brand personality to shape.docVIP

 PAGE \* MERGEFORMAT 5 From the ‘Wong Lo Kat Biao red’ to see the brand personality to shape In recent years, a red canned beverage Wong Lo Kat come to the fore, quickly Biao red river north and south. See the following one set of data, we can see the oncoming force of Meng Wong Lo Kat. In 2002, Wong Lo Kat annual sales of 180 million yuan in 2003 sales of 600 million yuan every year, in mid-2004 sales of 1.5 billion, 2005 sales of more than 2.5 billion yuan every year (including the Tetra Pak). So, is what the reasons for making such a Biao Wong Lo Kat red, blockbuster it? In fact, in 2002 years ago, Wong Lo Kat has been tepid in business for seven years, although lead an easy life flies are also moisture, but it has been unknown, stick to one side. In 2002, the professional brand companies do for their brand into the United States in the time of diagnosis found that although the Wong Lo Kat for years, but its lack of a clear brand positioning, its original advertising slogan ‘health, eternal, always accompanied by’ is actually a relatively vague concept enterprise Wong Lo Kat can not answer what consumers can not answer. After careful market research, as the U.S. company found that consumers in the diet (especially in the enjoyment of fried, grilled, spicy food, when), in particular, hoping to prevent lit, and the present market, cola, tea drinks, mineral water , fruit juice, etc. obviously do not have the ‘prevention of lit’ function, while the Wong Lo Kat’s ‘herbal tea ancestors’ identity, Chinese herbal medicine formula, 125-year history of building its success factors such as ‘prevention of lit’ image provided strong support. Wong Lo Kat finally clear his own brand personality positioning - ‘Prevention of lit’, this step is a move of the chess moves of Wong Lo Kat’s fate has changed, with the ‘anti-lit, drinking Wong Lo Kat’ series of advertising and brand promotion activities launched Wong Lo Kat’s sales soared. Can be seen that the success of Won