Gujing Distillery- incomplete strategic management of the brand.docVIP

 PAGE \* MERGEFORMAT 12 Gujing Distillery: incomplete strategic management of the brand Anhui Gujing wine is wine industry’s flagship brands. The 20th century, 90’s, Gujing Distillery or worked with Guizhou Maotai, Yibin Wuliangye,四川剑南春 eight wines such as famous in China. However, Gujing Distillery in the absence of brand strategy, management, greatly reducing the Gujing Distillery national liquor brands in this market competitiveness of local markets across the country appeared Gujing wine market Weisuo brand low-end of the undesirable tendencies. Brand names and product names defined with the basic knowledge of science Furui Group for the existence of special ecological phenomenon, we believe that to study Gujing Distillery brand strategy, planning must begin by defining the Furui conglomerates names, product names, brand name and extension related to the relationship between the sub-brand names, otherwise it is difficult for a professional articles in dialysis Furui Group brand strategy problems. First of all, Furui groups ‘Furui’ is a typical business name, so Furui this name has been widely applied in other industries with Furui Group: hotels, real estate, medicine, other services sectors. In this semantic environment, Furui obvious characteristics of the brand. Anhui Gujing Distillery Co., Ltd., the Gujing Distillery as a corporate name and brand name spirits have been presented completely out. This is, Gujing Distillery is the company’s name is also the product name, is also the brand name of liquor. Gujing wine brand association will be complete to happen. However, around the ‘Furui’ and ‘Gujing Distillery’ name of the extension but blurred ‘Furui’ and ‘Gujing Distillery’ cognitive limits. Around the ‘Furui’ the name of an extension of the main wine has 10 product name, are: 1, classic elegant type Furui Liquor 2, Chen old Furui 3, Furui Dr. Chen Ching 4, pairs of wedding boutique wealth Furui 5, Furui rich double wedding 6, wealth Double