Red Sorghum- brand building and winding road.doc

 PAGE \* MERGEFORMAT 11 Red Sorghum: brand building and winding road At a marketing seminar, we talked about the ‘Red Sorghum phenomenon’, a friend suddenly asked me: ‘You have been involved in some of the activities of Red Sorghum, a better understanding of the situation. Do you think that if McDonald’s hit Zhengzhou, the ‘Red Sorghum’ can cope with this? ‘Time, I pause for a moment, it is simply to say:’ horses have roads, cars have lanes. As long as the parties themselves did not violate rules of the game each have their own living law. Moreover, the Chinese fast-food market is the developing markets, the two sides of the competition, fast-food consumption will increase people’s awareness of the fast-food market, bigger, and both sides of competing will be a win-win outcome. ‘ Following the seminar, I think the more friends the more elusive question of great universality, on behalf of a lot of people right ‘Red Sorghum’ concerns. ‘Red Sorghum’ is a challenge to the world famous McDonald’s, which to some extent to curb the rise of the Western fast-food trend and raise the banner of the national fast-food industry. The McDonald’s, KFC and other Western fast-food over a period of time, the power of accumulation, the current is Saber-rattling, in preparation for big expansion. If they Shaben Zhengzhou, with the ‘Red Sorghum’ directly confront each other, then the ‘Red Sorghum’ Zhezhi fast new army can withstand their ‘gunboats’, which indeed opens to question. Friend’s question prompted me from the perspective of brand building to re-examine ‘Red Sorghum’. First, once they hear the world famous ‘Red Sorghum’ the brand should be said that the operation is successful, there are many remarkable can be used as reference areas. ‘Red Sorghum’ brand name, highly individualized, and has a distinct culture and rich cultural connotations of color. Red Sorghum is a common crop in northern China, planting a long history. Visual image of its tall and straight, full, d