Hsieh Fu-Liang Tan fruit and brand building strategy (one of the series).docVIP

 PAGE \* MERGEFORMAT 8 Hsieh Fu-Liang Tan fruit and brand building strategy (one of the series) With the rapid development of the national economy, increasing people’s living standards, consumers have become increasingly demanding high quality of the fruit, buy fruit, are also simultaneously increase brand awareness. According to State Statistics Bureau, in 2004 China’s fruit production has reached 15,234 tons, a 5% increase compared with 2003, the output ranks first in the world. However, China’s fruit brand is still in a relatively low level, so far there is no integration with international markets strong fruit brand, the fruit export industry is still in a quantitative or price competition stage, making China’s fruit intensified price competition, Brand image has not improved significantly. Therefore, China’s fruit urgent need to improve the level of brand building in order to enhance the competitiveness of domestic fruit brand. Comes of this, I will be in the ‘Xie Fu-Liang Tan fruit brand building strategy’ series of articles to share with you is far Zhuo brand branding agencies in the fruit of experience and insights. This experience and expertise is far Zhuo brand agencies crystallization of years of research and practice, hoping to give us some inspiration and help to jointly promote the overall rise of China’s fruit brand. Strategy 1: make full use of geographic brand of mental resources Xinjiang Hami melon, Yantai apple, pear Yangxin, Guangdong Maoming lychees, Dangshan Anhui, Shandong Zhanhua Winter Date, Zhejiang Huangyan tangerine, Jiangxi Chongyi South axillaris, Guangdong Xuwen pineapple, mango Tiandong Guangxi, Zhejiang Fenghua peach, Shaanxi Zhouzhi kiwi fruit ... ... These names and fruit names are often associated with people, that is, the fruit in many places in China have occupied the minds of consumers a good mental resources, but, it is sighed with regret that many parts of the fruit of just geographical brand level, had not yet take