广告专业毕业论文.docVIP

Reinforce the brand loyalty by advertising: A local beverage company in China. Jiajie Dong Beijing Normal University, Hongkong Baptist University United International College Abstract: Considering the importance of brand loyalty in marketing communication, this paper uses a case study of a local beverage company in China to document how this local beverage company reinforced the brand loyalty by advertising. In attempting to analyze advertising as an important way to reinforce the brand loyalty in marketing communication, this paper offers research and theory to regarding a local beverage company in China, which has reinforced its brand loyalty by advertising. This paper also discussed this in terms of key concepts in advertising theory, in order to provide guidelines on how to reinforce the brand loyalty by advertising in China when a local beverage company attempted to establish a well-known local brand of herbal tea all over China. Key words: China, brand positioning, image management, unique selling points, brand loyalty, media channel Introduction Today as the education level of consumers in China has improved, they will think further about the truth of advertising. Based on this trend, image management and positioning are becoming the key elements in the process of reinforcing brand loyalty through advertising. This paper documents the reinforcement of brand loyalty in the process of brand management in China, by examing the efforts of a Chinese local beverage company (JDP Group Corporation). The JDB Group is a Hong Kong-based, large-scale enterprise that focuses its business on the production and sales of specialized beverages. In 1995, the Group launched the first red-canned “Wong Lo Kat”. In 1999, the Group set up its production base as a foreign capital enterprise in Chang An Town of Dongguan City, which is located in the Guangdong Province of China. In order to tie in with the Chinese nationwide ma