Branding Discussion

Branding Discussion - Compelling Branding Click to edit...

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Name of Event-Date [File Name/Location of file file] Page 1 R.S. McEachern Click to edit Master subtitle style Compelling Branding Ron McEachern Hong Kong, 2009
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Name of Event-Date [File Name/Location of file file] Page 2 R.S. McEachern Building A Powerful Consumer Brand In China China Brand Building Lays Case Practical Steps To A Successful China Soy And Laguna Examples China Brand Launch 1. Defining Competitive Advantage 2. Managing The Innovation Process 3. Leveraging Insights 4. Compelling Branding 5. Impactful Creative 6. Effective Media Selection 7. Reinforcing Image with Packaging 8. Effective Customer Management 9. Pricing and Promotion Plans 10. Profitable Entry Strategy 11. KPI’s and Performance Tracking 12. Managing HQ Expectations China Cont ext
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Name of Event-Date [File Name/Location of file file] Page 3 R.S. McEachern Several Considerations Involved In Choosing A Chinese Brand Name Western brands still require a Chinese “descriptor” Literal translations of a western brand name not very effective Better to leverage the ‘multiple meanings’ of Chinese words Ø Pepsi Ø Coke Ø Sprite Ø 7Up Ø Lays Ø Cadbury Ø XinYe Dai Compelling Branding
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Name of Event-Date [File Name/Location of file file] Page 4 R.S. McEachern Several Considerations Involved In Choosing A Chinese Brand Name Western brands still require a Chinese “descriptor” Literal translations of a western brand name not very effective Better to leverage the ‘multiple meanings’ of Chinese words Ø Pepsi Ba Shi Ke Le (hundred happiness) Ø Coke Ke Kou Ke Le (good taste and happy) Ø Sprite Xue Bi (as clear as snow) Ø 7Up Qi Xi (7 happiness) Ø Lays Le Shi (happy thing) Ø Cadbury Ji Bai Li (hundred goodness/smooth things) Ø XinYe Dai Healthy New Generation Compelling Branding
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This note was uploaded on 04/12/2010 for the course MBA na taught by Professor Rofessorcassiancheung,professordanyangxie,professordavidzweig,andprofessorheliwang. during the Winter '10 term at HKUST.

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Branding Discussion - Compelling Branding Click to edit...

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