| This paper presents a preliminary study on the brandstrategy for "Wu Liang Ye", via strategic brandmanagement. The point of this paper is that brand isnot only a technical method in the competition ofmodern market, but also a strategic resource we needto tap, which requires us to update our concept.The paper is organized as follows. Basic concept of brand is introduced as a strategic resource in Section 1. The brand sale of "Wu Liang Ye" is discussed in Section 2. Section 3 gives insight comments on thebrand strategy of "Wu Liang Ye". According to thedefinition of brand and its effect on market competition, brand could be abstracted as a name,terminology, label, symbol or design used to recognizethe products or service from a particular vendor, anddiscriminate it from the other competitors. Therefore,brand is essentially a suite of particular features,benefits and services to the buyers provided by a vendor in long term. It is not only a simplecombination of symbols, but also a complicatedrecognition system, which consists of six levels,e.g., belonging, benefit, value, culture, personalityand user. No matter from the situation that international brands prevail the globe, or the truth that the products with famous brand have outstanding dominance in thecompetition in our country, the essence of the competition in modern market is the competition between the brands. The competition between brands is not a general concept. It emerges in four levels,i.e., brand form competition, brand category competition, general competition and budget competition. The dominance in the market competitionof a brand and its strong driving force in the marketembody in the following aspects, i.e., famous brandsare bellwethers in the market, famous brands havestrong radiance, famous brands are solid levers toexpand market capital by attracting venture capital. Brand strategy means a consistently long-term plan on the brand resource structure and usage configuration. The strategic management on the brand resource could be categorized into five classes, i.e., overall brand strategy for the enterprise, product brand strategy, series brand strategy, coverage brand strategy and supporting brand strategy. The following factors should be taken into consideration when the enterprise chooses its brand strategy, i.e., the life period of its dominant product, the property and advance of the industry sector it belonging to, the relationship between its new and old products, and the positioning of its old products. Usually, the resource situation of an enterprise restricts the choice on brand strategy at some extent.As a case studied in this paper, the brand marketing of "Wu Liang Ye" is analyzed in Section 2 under itsparticular cultural, social and economical background.The success of its brand strategy is reflected from its operation philosophy, enterprise culture,expansion strategy and sale combination. Analyzing current brand strategy of "Wu Liang Ye", we can see that·The consistence between the enterprise brand andproduct brand of "Wu Liang Ye" reinforces its competition in the market. ·The extension of a series of brands increases itsmarket share significantly. Taking into account the properties of white wineindustry in our country and brand structure of "WuLiang Ye", we can see that the success of its brandstrategy attributes to its correct understanding onthe essence of white wine competition, i.e., regionalcompetition on market resource. For the white wineindustry, market resource is the cornerstone for theexistence and advance of a brand. The different distribution of regional market resource determinatesthe different existence status of a brand. The shortcomings of the brand strategy of "Wu LiangYe" lie in the following aspects:·The highly consistence between its enterprise brandand product brand limits its growth in diversifiedway.·Although "Wu Liang Ye" has exte... |
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