What is a clear thread?
According to the conventional meaning of the main line, generally used in the description of the main thread object drawing the necessary basic line, literary and artistic works or articles. The basic lines, the main thread "corresponds" to brand management to, is a consistent image, language, feelings and ideas. Popular thing to say, like a stalk, all the grapes particles strung together a whole bunch of grapes to be whole and perfect image rendering. Specific to some well-known brand to, such as Pepsi-Cola is the "desire" - both before the "infinite longing" or immediate "Desire for now," such as Volvo's "safe" (in fact, it can go on show such as "security in the premise + luxury "," Safety + Comfort "some of the concept). Is a clear definition of the piece stems after very clear how accurate and precise way to convey continuity, consistency of communication.
"First Financial Daily", a short elaboration of LV brand operations, "An example is the LV has a bag, tables and other product lines, but the root of the core brand is a lot of activities and information communication are traveling, suitcase, LV digital advertising around this point, for example, and how to communicate with consumers gracefully finishing the trunk, use this method to tell the brand story. "Here, travel has become a clear concept of the main line," What is Travel "(a very beautiful film Recommended View), "thinking the meaning of travel," "the true meaning of travel" has become an expression of the brand outlets, LV bags is kind of clear the main line under!
Let's look at the top brands master plan - Mr. Ye Maozhong views. He believes that "we have to build the brand into a key step in four steps: 1, to extract the core values of the brand; 2, to find the right strategy performance core value; 3, over and over again; 4, formed in the minds of consumers one brand association. "Here, the core values of performance and the right strategy is the brand main line, accurate, precise, continuous performance is clear.
Clear the main line of branding What are the benefits? Grasp the core of a brand, to express a variety of ways, ideas, dissemination, can continue to accumulate, forming a very strong potential, a sparkling light (Chen Shixin works) to the world. And we can know what resources it needs and what is it not needed.
Here are two iconic brands of Chinese local example - are derived from Quanzhou - one is seven wolves men's field, one is the sporting goods industry Anta. Seven wolves reflected in brand building out such a feature to the main line endorsements star of the team, it should be widely publicized through television, airport, magazines and other media, hand Huayi Brothers, China director of the Association, and through the fashion feast, Regatta, plant into advertising, etc., do deep transparent star endorsement. So, seven wolves main brand is "star of the team speak +." (In fact, from a different angle, the brand from the legendary wolf culture, wolf story along the way, the interpretation of the success story of a man, "Wolf Totem", "successful man" can become its main brand.)
For Anta, by virtue of the 1999 "CCTV + Linghui" way to fame, followed by seven consecutive years to become CBA sponsors, partners 2009-2012,2013-2016 become the Chinese Olympic Committee, sports apparel partner. 2014, Anta officially became an official NBA marketing partner and NBA licensees. Long dominated by high-end basketball game equipment, provide national athletes and equipment, occupying the commanding heights of industry, expand brand marketing. So, Anta brand mainline is "firmly occupy the high-end sports resources +."
To clear the main line of this concept into China's tea industry, the introduction of Tieguanyin iconic brands - over tea, make a simple analysis. Founded in 2004, over tea, it is a tea base, tea production, sales, research and dissemination of tea culture as one integrated enterprises.
Through entertainment marketing, sports marketing, the rapid rise over tea, channels throughout the country. Entertainment marketing focused on sponsorship Na Ying, Chinese good sound tour, Eason Chan, Andy Lau, Jacky Cheung and many other star concert; sports marketing is sponsoring sporting events, such as the Olympic trials, the Xiamen marathon, Games, etc. National Trampoline Championship. Ten years of effort, over tea in the brand marketing has profound accumulation, also formed a number of its own characteristics. Is there room for improvement?
Return to the origin, the high-end tea consumers? Business and Government. "Business", mainly refers to the business elite, layman's terms is engaged in economic activities in a certain achievement, person status; "politics", government agencies and institutions at all levels of staff. The main consumption is a gift, from the drink, which the former larger proportion. Here there is an idea worth considering: The event business and Government participation in business and Government representatives of consumer groups, so the impact of tea around the business and Government to attend the "commercial and political event", "Business and Government figures speak!" , adequate, strong brand grafting, it might be worthwhile to become a major direction over tea branding, a masterstroke!
The above ideas to further enrich and improve, the main line can be: the "Business and Government event" cooperation, "Business and Government figures speak" as the core thread to business and Government willing to participate in golf, tennis, tasting the line activities the carrier, and celebrities "a relationship" to promote the star product of the secondary (Chen Shixin works). http://www.globrand.com/ where 98 CIFIT, the Boao Forum for Asia, APEC meetings are noteworthy, "commercial and political event," China and the world famous entrepreneurs, overseas famous politician, is worthy of consideration as "Government and business figures endorsement" of the object.
A thousand miles begins with a single step. With the main line clear, step by step, the brand began a positive cumulative. 2014 tea over 98 officially became the 18th CIFIT tea service providers, the same year as "the first president of Fujian Provincial Golf Association Tournament," the only designated tea, 2015 in hand, "the ITF women's tour," take at only designated tea ...... 2014 through tea gifts VIP mode, and vice president of Anta Zhang Tao, China and other 12 large principal 贾益民 celebrities "a relationship" supplement line.
From another perspective tea industry. The main purpose of the high-end gift is the gift of tea, communication, establish contact with friendship, it is an important medium tea mask, is a bridge! There from drinking tea, mostly two or three gathered around a cup of tea, then sen. Whether a gift or a few people, "Wai drink" style tea, it reflects the friendship between people. Tea, tea has become an important bridge, casting "Friendship Golden Bridge." In general, operators stressed that the concept of brand, spirit, values much higher than the emphasis on product quality. Tea is used to establish contacts, do a good turn, do one of the effective carrier relations, with the "Friendship Golden Bridge" to this layer meaning "tall" expressed, gold reflects long, distinguished.
Two small supplement. One, cultural heritage, tales are Chinese tea industry brand a routine, some "fake, big and empty" story can not stand the scrutiny of time, it is not ideal for a family tea tea, focusing on contemporary business and public resources and their own advantages, should be a better choice. The second, only to become a category of iconic brands, consumers need to think of the time you will be preferred.
