The Study Of Brand Identity Construction Of Fruit-vinegar Beverage In Huiyuan Co., Ltd.

A common mistake in Brand Management is to look upon the brand narrowly. Many people may think that it is necessary to identify brand by using a short three-word sentence. However, even the briefest expression of brand is just a small part in brand identification. The complexity of brand goes far beyond a simple word. For instance,3m not only means innovation, it also stands for a series of associations, including quality, integrality and personality of Mid-western people.Another more common mistake id to treat brand as a number of symbols that expressing functional profits. Then fall into the trap of rigid ?°Product Property?±. High-tech industry functional profits are always considering the consumers?ˉcare about the factual information of the brand. They think consumers only make their decisions on the basis of the most important product property. However, in truth, only after people have separated the properties from the products, they can gain a more accurate and meaningful understanding of the brand.Product is different from brand. The features of the products include product limits(Crest only produce oral Cavity Products),product property(Vogue is a magazine on fashions),quality and value (?¨·òhigh-quality products),applied condition(Subaru was designed only for snowy day use);and functional profit(Wal-Mart supplies value-excessed service).Brand not only covers all these features but also has more characters; the image of users(those who wear°￠?ü?á);original place of production (Audi was made in Germany); organizational association (3m is an innovative company);brand properties(Bath and Body Works is a vigorous retail brand);symbols(the carriage sign ofít??ê?·¨?êò?DD );the relationship between brand and...