2011 Behind The Replacement Of Enterprises

fashion

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The replacement of these classic brands has led to many comments, and many old customers find it unattractive and unacceptable.

However, brand names are far from being seen simply as they are not so good-looking. Behind this, there may be hidden reasons: corporate restructuring, international marketing or marketing strategy.

Infiltrating the competitive international giant into the young

Lining logo before and after

Li Ning Co CEO Zhang Zhiyong revealed that after changing the bid, Lining brand officially appeared in the first tier cities, opened 70 sixth generation flagship stores in Beijing, Shanghai, Guangzhou and Shenzhen, and launched a positive competition with Nike and other international brands.

"Before 2013, Lining's only market remained China, and the layout in Southeast Asia and the US market is mainly tentacles."

Zhang Zhiyong said that in the future Lining will become the world's top 5 Sports Brand Company, when the international market share will account for more than 20% of the total.

In addition to changing the logo, the Lining brand has also launched a new slogan, "Make the Change", which seems to have launched a positive confrontation with the international giants at the same level.

In addition to expressing its determination to compete with international giants through brand names, Lining also hopes to be able to reflect on retail prices.

According to statistics, in the first quarter of the product order meeting, Lining brand shoes and clothing average retail prices rose by 7.8% and 17.9% respectively.

However, this does not mean that dealers agree completely.

Due to price increases, Lining's orders in this quarter increased by less than those of Anta, China and PEAK.

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Replacement service consumption continues brand gene

"However, it remains to be seen whether consumers will buy it."

Li Guangdou, a brand expert, told reporters.

Starbucks change the logo is unpopular, many fans are complaining online.

Some people even swore at micro-blog: "which market department's idiot has removed the world famous Starbucks coffee?" some analysts have revealed that although diversification and betting channels will bring new profit growth points to Starbucks, it will help to get rid of the single product limit and attract more customers and occupy a larger market share. However, this change of logo may also weaken Starbucks's status in the coffee industry.

By changing the logo, Starbucks has gained the attention of many consumers, and has successfully made a free advertisement for itself.

"In the past 40 years, Starbucks has been marked several times, but the brand gene has not changed."

Jie Jianjun, chairman of Dong DAO design company, said.

Starbucks's four logo change

Barker, the replacement star of LOGO, has reached the critical stage of pformation. It will pform from a professional enterprise specializing in the sale of coffee in a store to a global company with multiple platforms and channels.

In fact, before the announcement of diversification, Starbucks's coffee chain already sold not only coffee but also other products.

It is understood that at present, Starbucks shop also sells sandwiches, Panini, cheese cake, fruit cup, bread and other kinds of food, as well as Chinese tea, exotic tea, Star Ice music drinks.

Starbucks's independent development channel is very firm.

Starbucks has announced recently that it plans to conclude its partnership with Kraft for 12 years in March 1st.

Previously, Kaf has been promoting and selling Starbucks's products worldwide, including bags of coffee and ice cream, through their own channels, and sharing profits.

At the same time, Starbucks also decided to end its cooperation with Pepsi Cola.

In 2007, the two sides jointly launched Starbucks bottled Star Ice Cream instant coffee drink, so that Starbucks products into the retail channel.

Cliff Burrows, President of Starbucks, said that retail channels have great opportunities for development in the US and overseas. In the future, Starbucks will expand the scale of retail channels and improve its quality.

Starbucks even created a new independent brand, Seattle s best coffee, which specializes in retail stores, so that consumers can buy coffee products more easily.

Starbucks's ambition is more than that. In December 2010, Starbucks announced in a high profile that it would open 1500 stores in China by 2015, hoping that China could become the second largest market outside the United States.

There are more than 400 coffee shops in China.

Canada is currently the second largest market in Starbucks.

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Reinterpretation of product connotation: changing brand to enhance brand

The brand name of I DO comes from the wedding vow of symbolic responsibility and commitment. It is simple, natural, and easy to associate people with the brand name and its specialized wedding ring domain, so as to achieve the perfect unification of brand connotation and main market segmentation.

At the same time, two years' self development route has accumulated rich practical experience for I DO standardization and large-scale market operation.

The I DO product is designed by 12 of the most talented designers in the world, and 50 global classic wedding rings are launched every year. All the diamonds used are from South Africa.

These advantages enable every diamond ring with diamond perfect cutting technology and inner arc technology to permeate the deep understanding of marriage and happiness of designers and manufacturers.

Nowadays, I DO, which focuses on the wedding ring area, is considered to be the world's first wedding ring brand, and its brand assets are 3 hundred million.

Compared with other jewelry industry peers, it has obvious advantages in branding.

Expert opinion

Starbucks's original LOGO design is a perceptual hand-painted stamp, which gives people a relaxed atmosphere. The new LOGO removes the periphery and becomes more intuitive and simplified, which is more suitable for the current environment.

Any brand replacement logo has certain risks. If not changed, the risk will be greater.

Times are changing, people are changing, and LOGO must change at the right time.

Brand is vitality, just like the outfit of the enterprise, it is necessary to change the clothes when it is suitable, otherwise it will make the consumers produce aesthetic fatigue.

However, changing logo must be accompanied by a large number of commercial activities in order to reach consumers' cognition, and consume consumers and services to conquer consumers.

Jie Jianjun, chairman of Dong DAO design company

Bid change is the way Starbucks must develop to a certain extent.

Now Starbucks has the ability to use its brand tension to enter the retail channel directly.

Each company will have different vision at different stages, and new goals will appear in the new stage.

Lining's new LOGO is a way for Lining to create an international brand image and win young consumer groups for 20 years.

Winning young people can win the future.

According to the concept of generation gap in 5 years, Lining in 20 years is already Lining of several generations.

These generations are different from Lining in their minds. Therefore, through the construction of classic series and younger series, Lining brand is richer.