Brand Image Building Of Three Mingyue

In the process of liquor brand establishment, image building is a topic that many enterprises attach great importance to but are very puzzled. Many planning companies and planners are proficient in brand image building. However, judging from the final results of many liquor brand image building, they tend to be superficial and superficial, and rarely make a brilliant pen on the brand image. We believe that apart from brand name, brand culture, brand social characteristics and internal basic quality characteristics, liquor brand is more important than image condensation. How does a brand new brand of liquor make consumers aware and resonate? How does a newly created liquor brand break the misunderstanding of traditional image and bring surprises to the market and consumers? The brand image building of "three flavour moon wine" provides us with a vivid case.

"Three flavour moon wine" appeals to consumers by emotional appeals of Mid Autumn Festival reunion and opens the door of consumers' minds. "Bright moon" is the sustenance of emotions. "Bright moon" is a symbol of reunion. "Mingyue" is a bridge of family ties. The determination of brand names, such as "Xiao Li flying knife", accurately moves consumers, forms emotional resonance and conceptual identification, which is the first step in the image building of "three flavour moon wine".

The "bright moon" is more beautiful, and it needs external images to be specific and vivid. The "three flavour moon wine" has spent painstaking efforts in packaging design -- a round moon is divided into two parts, convex on the outer box now, dark red (46 degree) and dark green (38 degree) background are like sky screens, showing strong Chinese traditional style and reunion atmosphere. The inner bottle is made of simple crystal glass, and the traditional calligraphy of "three Mingyue" is branded with fresh and elegant baking techniques. The internal and external packaging is an integral whole, reflecting each other, combining into the strong style of the Mid Autumn Festival reunion. The two packaging highlights a bright moon. From the perspective of traditional Chinese gifts, the definition of auspicious and reunion is elaborated. The two package of a bright moon and a reunion of the Straits from two. The inner bottle is made of simple crystal glass, and the traditional calligraphy of "three Mingyue" is branded with fresh and elegant baking techniques. The internal and external packaging is an integral whole, reflecting each other, combining into the strong style of the Mid Autumn Festival reunion. The two packaging highlights a bright moon. From the perspective of traditional Chinese gifts, the definition of auspicious and reunion is elaborated. The two packages of a bright moon are reflected in the unity and reunion of the two sides of the Taiwan Strait. This is the finishing touch of the brand image of "three flavour moon wine", and it also makes her amazing.

With the appearance, the "three flavour bright moon" embodies the personalized brand image from the aspects of quality shaping, value positioning, advertising appeal and emotional strategy. Pure grain brewing - old cellar aging - refreshing taste - endless aftertaste, this is the "three Mingyue" quality characteristics; "mid autumn first liquor brand" accurate positioning has become the "three Mingyue" value orientation. On the advertising appeal, the "three bright moon" bold use of ink animation, through the reunion scene of a small bird family, with a concise and distant Guzheng music, deduces a beautiful scene of reunion - further deepens the emotional resonance of consumers. Music, pictures, advertising slogans and corporate image are all natural and accurately convey the message of the Mid Autumn Festival reunion.

Just like the emotional appeal of "unified green tea and close to nature", the slogan of "three Mingyue", "Mid Autumn Festival reunion and three bright moon", is the distillation of the brand image integration and dissemination of the liquor. The Mid Autumn Festival is a traditional festival. The Mid Autumn Festival is a festival of reunion. Mid Autumn Festival is a holiday for remembrance. Once a year, a small cup of reunion wine is also a blessing wine or a vow. It is also a souvenir wine for the Mid Autumn Festival of consumers. A happy reunion, acquaintance, companions, mutual blessings - Mingyue and reunion blend together. No wonder a consumer said, your brand is very strong, even the moon is your live advertisement.

The image comes out, and the value of the brand comes out. The "three flavour bright moon" has worked hard in guiding the sole consumption value commitment. Such a commitment is very important for consumers to experience the purchase of brands, and it helps to personalities of brand value, attracts consumers and resonates with consumers. The emotional appeal of the Mid Autumn Festival reunion is the only value commitment of the "three flavor moon wine". Mid autumn reunion, the Ming moon testifies accurately to the consumers, so that consumers can understand a visualized liquor brand while experiencing a concrete and vivid brand. Because consumers need emotional wealth as their sustenance, they are concerned about the additional benefits that brands bring to them, such as feelings, health and psychological feelings. "Mid autumn reunion and family reunion" is a traditional custom of the Chinese nation for thousands of years. It is a day of reunion and warmth. It is a day to remember and bless. The custom of drinking in the Mid Autumn Festival has been promoted in the "three Mingyue" value pledge. In a word, the actual needs and emotional needs of consumers have been maximally satisfied in such a brand promise.

That is not enough. The marketing strategy of "three flavour moon wine" is based on the brand image, comprehensively planning in the channel, market segmentation and terminal promotion, providing a classic case for the shaping of the new brand in the liquor industry.

Because the "three flavour moon wine" is subdivided into deep market segments to fully meet the consumer's fashion and personalized consumption needs, so her marketing strategy and traditional liquor marketing strategy are different. To sum up, it is like selling wine like moon cakes. Shortening the sales cycle, reducing the terminal level, locking the target group and making the terminal stores work is the core of the marketing strategy of "three flavour moon wine".

Shortening the sales cycle is to determine the sales cycle from the Mid Autumn Festival to the Mid Autumn Festival. In such a short sales cycle, we must complete the huge project of network construction, product sampling, brand communication and sales realization.

Reducing the terminal level is directly facing the market, facing the shopping malls, supermarkets and pastry shops, high-end restaurants and hotels, closely following moon cakes to achieve the goal of "hitchhiking sales", "preemptive sales" and "impulse sales". At the same time, the reduction of terminal level is also reflected in the development of group consumption.

Targeting the target group is the foundation. Where is the target consumer group of "three flavour bright moon"? That is, those who focus on emotion, focus on reunion, pay attention to etiquette, enterprises and institutions, and consumers with fashionable consumption characteristics. It is their motivation to consume, send gifts and boost their enjoyment. Therefore, "three flavors of the moon" do not need to invest a lot of advertising in the terminal or regional market, like other brands of liquor. As long as articles are written on high-end media, newspapers and magazines and terminal POP, good communication effects can be received.

Selling the terminal stores is the vivid dissemination of the brand. The vivid expression of "three flavour moon wine" is embodied in all kinds of exhibits, showcases, hanging flags, advertising and event marketing. In the regional market, the sales atmosphere of the "three flavour moon wine" terminal is built on the principle of tranquility and elegance. Through terminal display, the personalized brand image is highlighted, and the display of moon cakes is coordinated with each other. The placement of advertisements selects TV play patches to broadcast the information of the group circle to the maximum; in some conditional markets, the "three moon bright night" concert, the Cara OK competition and the "three delicious moon community appreciation month" activities will bring the jubilation of the Mid Autumn Festival to a climax.

Image is the source of brand vitality. Image is the way to conquer consumers and impress consumers. "Three flavour Mingyue wine" set a banner for the innovation of Chinese liquor from the height of brand image. From the promotion of "three Mingyue" into the market and the order of Hongkong and Taiwan, she has created a miracle -- a miracle of new liquor brand. In the short half month, Hongkong Mingjiang international trade company purchased 12000 pieces, and the Shenzhen port import and export company ordered 8000 pieces to prepare for export to Taiwan, Singapore, Beijing, Shenyang, Harbin, Shijiazhuang, Shanghai, Xi'an, Luoyang, Luoyang, Luoyang and other large and medium-sized cities. The orders of consumers demanded endless flow of postal orders. In a word, the success of "three Mingyue" is the success of brand image and the success of integrating brand communication.