Mona Lisa- a decade of brand road now from scratch.doc

 PAGE \* MERGEFORMAT 7 Mona Lisa: a decade of brand road now from scratch In as long as you can produce a similar product to make money, everybody focus on opportunities to capture the existing market around 2000, the Mona Lisa test the water a high degree of product innovation, brand, brand strategy shifted from no difference in the limited multi-brand differentiation strategy, the successful transformation of the Mona Lisa is undoubtedly the most worthy of ten brand road punctuated place. Given the performance difference between tile brand extension is part of the product, brand competition, the focus of the natural appearance is the product style, product style, color differentiation, and higher levels of consumer experience. A single brand is difficult to accommodate the style of many colors and carry different emotions of consumers, dealers will also choose the terminal building has caused great difficulties, that time of the Mona Lisa, move faster than the market forecast to the particular circumstances of extensive single brand or multi-brand strategy effectiveness of the internal conflict with the vicious, distributors enthusiasm and serious loss of confidence, a serious shortage of brand personality and height, the existing policy and are unable to cope with more difficult market environment, the market competition. Mona Lisa in 2000 launched the brand, with its plump, “the texture of modern life style” brand meaning unique in the industry, once the pursuit of the perfect living environment to attract the attention of consumers, the snow is white products within the industry race to the object of imitation. Mona Lisa brand model as the tile industry marketing paradigm of the consumer elements of a noble life. As competition intensifies, the competitors have been offering differentiated products, the Mona Lisa and catch up step, a lot of manpower and resources, combined with a number of outdoor advertising media and cultural connotation of the br