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McDonald's with what make money: complete brand all analytical

For the understanding of the brand, can not only stay in a name, a word on the AD, these are only the most the outer layer of the brand representation. In fact, the brand is an all-round ability, contains four aspects: the brand spirit, brand image, brand spread and brand movement. Brand spirit is concept and connotation,trike for toddlers brand image will be abstract visualization, brand spread awareness expand, brand action will brand concept into the behavior of the truth. The four together forming a complete sense of the brand,tricycles for sale be short of one cannot, and related, mutual influence, and work together, and promote the overall growth of health brand.


In the world brand laboratory global brand list released,tricycle baby trikes McDonald's in the second, the brand value is immense. Here is the spirit, image, spread from four aspects, and action depth of analytical complete McDonald's.


A brand spirit,


1, positioning


Brand positioning for products in the consumer's mind occupied a special position. Only bright, accurate character special brand positioning, will form the clear and stable consumer groups,kid tricycle produce consumer taste, and thus become a symbol of consumer culture grade level, and then get the recognition of consumers, let consumer get material and spiritual satisfaction, complete with consumer two-way relationship and the value recognition.


Of course, brand orientation and is not consistent,trike kid a layer of constant, but according to the market orientation constantly update old location or new brand positioning derivatives. Take McDonald's:


"Often laugh, try a McDonald's"


In the McDonald's to enter the Chinese at the beginning of,tricycle for 2 year old will its brand positioning for "family" fast food, put forward "often laugh, try a McDonald's" "sweet" concept, and to "children" as lever, open China's "family" fast food market. Because of China's family planning policy by the influence, the child in the family status is not negligible,battery powered ride on cars for parents to their children very pet or, if McDonald's to attract children's eyes, then can make parents choose. The family in the McDonald's fast, health and enjoy pleasant dining, smile. trikes for boys Have to say, McDonald's the brand positioning in the early to develop the Chinese market is still very successful, but, "child" after all not purchasing power, in the consumption of the trike for 1 year old family in the decision-making does not constitute absolute influence, therefore, McDonald's have to seek new brand positioning.


"I like"


In 2003, McDonald's to give up the last 50 years "warm family" to reposition the "I like" (I 'mLOVIN' it) fashion and personality of the brand, its target consumers also ride on cars for toddlers turned to have consumption ability,used adult tricycles pursue fashion of individual character young consumers. Emerging market appears unusually young people of "high quality", the exuberant and huge energy consumption is that many fast food restaurant coveted. McDonald's bold move, can let the McDonald's "rejuvenation",tricycle for 3 year old still remain practice proof.


McDonald's brand positioning before and after the change is according to the actual market needs to change the McDonald's. Early to expand the market, is hit "warm" "family" "joy" family card, the greatest degree of press close to the life of the Chinese consumers concept. "Smile" for 50 years,tricycles for 3 year olds consumers feel tired, the brand image of McDonald's and more age. With the pressure of competition in the industry intensified, McDonald's must seek the new breakthrough, in this case, the pursuit of fashion, personality independent young people become McDonald's new target consumption group, very natural, brand orientation change accordingly. Fashion replace warmth, individual character instead of joy, McDonald's out of "'s "the first step.

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