Local Brand Practical Cases

Author: Zeng Zhaohui
Publisher:
Publish Date: 2005-07-01
Features: Zeng Zhaohui's practical theory, the necklace theory, states that all communication and promotion for a brand must revolve around a core. Because a brand's individual advertisements, promotions, PR, sponsorships, and other activities, if not tied together by a unified theme, no matter how well they are executed, are at best just pearls. Only by stringing all communication efforts together with a single thread can a shining necklace be formed. The value of pearls and necklaces is incomparable.
The Fruit Tree Theory: If a brand is likened to a fruit tree, then products are the fruits on the tree. If a consumer picks a fruit from a brand tree and finds it sweet, they will also expect other fruits from that tree to be sweet. Therefore, companies must focus on building their brands. Once the brand succeeds, new products can be launched as long as they are labeled with the brand name.
The Flowing Water Theory: As the saying goes, "A camp is unshakable, but soldiers come and go." Here, the unshakable camp refers to the brand, and the coming and going soldiers refer to the products. Only when products constantly flow can the brand maintain vitality.
The Brand Personification Theory: A brand is a person, and a person is a brand. Treating a brand as a person is the simplest way to understand it. People have personalities, and brands have character; people have personalities, and brands have individuality; people have thoughts, and brands have connotations; people have faces, and brands have images; people get sick, and brands face crises, requiring regular check-ups.
The Button Theory: Conducting diagnostics and research for a brand is like buttoning a shirt—button one wrong, and the rest will follow.
Beijing Blue Horizon Brand Integration Agency
Top 10 Brand Integration Agencies in China / Professional creative team of over 30 members / Serves over 160 companies / Served brands are mostly in the top 5 of their respective industries. Currently, China faces an undeniable reality: over 95% of companies have products but no brands. If we continue to boast about China being the "world's factory" and fail to make a timely shift from "making products" to "building brands," we may end up as a "body nation" rather than a "brain nation."
In today's world, competition between countries is essentially a competition of economic strength, which ultimately boils down to competition between companies and brands. This book details the operational records of successful brands such as "Baisha," "Jinliufu," "Hainan," "Furongwang," and "Qiaoqiaodou," explaining their main reasons for success and what can be learned from them. The release of this series of books has been hailed by academia as "a refreshment of local brand theory," called by higher education institutions "a classic teaching case of theory and practice integration," and regarded by the business community as "the golden rule to disrupt the competitive landscape of branding."