饮料行业从无到有的品牌创建(ppt 61页)

资料简介：

饮料行业从无到有的品牌创建内容提要：
Why was the Left Bank Café brand born?
为什么会诞生左岸咖啡馆这个品牌？

President Enterprise’s dairy products were being sold under the “President” brand name, and for a long time had been unable to rise beyond second or third placed brand in the market.
统一企业的乳类食品都是以“统一”牌子出售，在市场上长期以来无法突破二、三线商品的形象。
 The reason was that President was also marketing a great variety of other products under the corporate brand name, including not only food and drink products, but also insurance and even amusement parks.

 原因是“统一”也有大量其他商品以企业的名字为牌子，不仅包括饮食，还有保险甚至娱乐场。

 This led to confusion of the brand assets,
 which caused a long-term problem for President’s dairy products, since they needed to convey a clear image of “freshness” and “expertise.”

 这导致牌子混淆，给“统一”的乳类食品造成了长期问题，它们需要一个“新鲜”和“专业”的清晰形象。

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