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Erschienen in:
2013 | OriginalPaper | Buchkapitel
Series Brand Building Modes of Liquor SMEs—A Case Study of Yanghe Spirit
verfasst von : Jin-ting Lu
Erschienen in: Proceedings of 20th International Conference on Industrial Engineering and Engineering Management
Verlag: Springer Berlin Heidelberg
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Abstract
Based on sound market research, Spirit was created by Yanghe in 2003. Its brand building experienced long-time excellent planning, scientific product reasoning, accurate brand positioning, as well as proper marketing. After 10 years’ development, Spirit has already grown into a remarkable brand leader in modern liquor industry. Its great brand branding and marketing activities brought us “Blue storms” one by one; and its success was recognized as “Yanghe Mode”. In a word, Spirit’s outstanding branding strategy made it stand out of so many competitors, its brand building modes are valuable for liquor SMEs.