Rebranding

The rebranding of Jiaduobao was "forced"--In May this year, Jiaduobao and GPHL's trademark competition was settled, and the ruling was made against Hongdao Group, the parent company of Jiaduobao. Stop using the "Wanglaoji" trademark. This is undoubtedly "drawing wages from the bottom of the pot" for Jiaduobao. However, although it was a last resort, Jiaduobao's all-round deployment from passive to active makes the brand replacement smooth and natural.

The opposite case is: In 2009, Li Ning carried out brand re-branding, abandoning the existing target consumers—the 35-45-year-old crowd, and pursuing them without really understanding new market—the post-90s young consumer group. In addition, the lack of negotiation with dealers on the interests of the link led to the coexistence of new and old trademarks, which made Li Ning's brand reconstruction go farther and farther on the wrong road, so that it was robbed of the market by second-tier brands such as Anta, and its negative effect has been affected to this day.

When Chinese enterprises have passed the initial scale expansion and entered a period of stable development with a balanced market share, especially when faced with competition from multinational companies, the shortcomings of the brand will become prominent. Timely and appropriate brand re-engineering is one of the means for enterprises to rejuvenate their second spring. However, in the process of brand re-engineering, it is necessary to have a global perspective on what to keep and what to discard, whether to innovate or make small changes. Otherwise, the old wine in the new bottle will not play a role in enhancing the brand image, or the brand will be damaged.

Agree to abandon the old name

When the "Wanglaoji" trademark was suspended, Jiaduobao resolutely carried out carpet advertising bombardment in more than two months after the ruling came into effect, branding "Jiaduobao" and "Wanglaoji" old and new The cost of switching between the two brands is minimized.

In fact, Jiaduobao's strategy of "removing Wanglaoji" was implemented months before the outcome of the arbitration. Careful consumers have found that the red cans of Wanglaoji bought in supermarkets have "Wanglaoji" printed on one side and "Jia Duobao" on the other side, both of which are the same size. On March 29 this year, Jiaduobao has issued a statement on the change of clothes, announcing that it will completely abandon the "Wanglaoji" packaging and strengthen the "Jiaduobao" brand. It can be seen that Jiaduobao has made sufficient preparations for brand cutting with "Wanglaoji".

And its advertising slogan has also been changed to "drinking Jia Duo Bao for fear of getting angry", "authentic herbal tea, produced by Jia Duo Bao", etc., highlighting the "Jia Duo Bao" brand. It is not difficult to find that in the process of rebranding, Jiaduobao has retained the original Wanglaoji's positioning—the consumer appeal of fear of getting angry, but differentiated it from the herbal tea of GPHL by emphasizing "authentic". Through overwhelming advertising, Jiaduobao wants to tell consumers that herbal tea is still the same herbal tea, but with a different name.

However, the most intense "provocation" initiated by Jiaduobao against GPHL was the title sponsor of Zhejiang Satellite TV's "Voice of China". In choosing "The Voice of China", JDB values the purity of the "blood" of the Chinese version of The Voice, which is in line with the "authentic" brand connotation emphasized by JDB herbal tea. Through the title and the host's long series of "passages" sponsored by Jiaduobao, Jiaduobao quickly established the popularity and mention rate of the new brand in the shortest possible time.

In addition, Jiaduobao makes full use of its existing terminal promotion ability and resource integration ability to reshape the brand. Since the launch of "The Voice of China", Jiaduobao has held more than 10 promotion events with Zhejiang Satellite TV in Beijing, Xi'an, Wuhan and other places, and has used TV, print, Internet and other media to continuously strengthen the frequency of communication, and finally promoted The classic combination of "authentic good herbal tea, good voice of China".

Cheng Zhongying, an internationally renowned management philosopher, also fully affirmed Jiaduobao's rebranding in the selection: "Enterprises know how to use the cooperation with 'The Voice of China' to make it a hot topic in society. The brand re-engineering can achieve the greatest effect in the shortest period of time.” According to the data, the awareness rate of the renamed Jiaduobao herbal tea brand is as high as 99.6%, the first mention rate of the brand is 47.9%, and the sales volume has also increased significantly, and the whole first half of the year has increased year-on-year. has exceeded 50%. Jiaduobao used a wonderful advertising and marketing battle to turn the crisis of brand deprivation into a good opportunity for brand reconstruction.

Injecting localized elements into the brand

Jiaduobao does the work of "changing the flag and changing the flag", and a little carelessness may be irreversible. For most brands, there is no such danger, they are more looking for new growth points by rebranding, or reshaping their stereotypes in consumers' minds by injecting new content into the brand connotation .

Even a mature international brand like BMW was once faced with a brand "trap". In the movies "A World Without Thieves" and "Crazy Stone", the bridges between "A good car is a good person?" and "Don't touch me" truly reflected the image of BMW as a "nouveau riche" in the eyes of the public at that time. . Although the embedded advertising is very successful, the core of BMW's brand values has been deviated and misunderstood. To this end, in 2010, in its 16th year in China, BMW tried to explain the true connotation of the BMW brand in a more friendly way, and launched a brand strategy publicity campaign centered on "BMW Joy". The concept car of the 2010 Beijing Auto Show was combined with the Beijing Opera mask, which combined BMW's global unified image with Chinese elements in a brand-new way, which made people's eyes shine. It is one of BMW's localization strategies to convey BMW's brand concept and connotation to Chinese consumers in a way that suits Chinese tastes. In the subsequent 2011 brand promotion, BMW emphasized that "Yue" represents dynamism, environmental protection and creativity. This year, through the opportunity of the Olympic Games, the marketing theme was set as "All for joy", thus conveying an optimistic and positive brand image. Zhu Liwei, Vice President of Marketing of BMW (China) Automobile Trading Co., Ltd. said: "From creating 'Yue' and telling everyone that our brand is "Yue", to letting everyone experience 'Yue' this year and more people sharing 'Yue', we Step by step, BMW's image of a high-ranking and relatively single-minded image in the past 10 years has been transformed."

In addition, BMW has devoted more resources to large-scale social public welfare undertakings: initiated charitable donations through "X Journey"; In advocating the public welfare project "BMW China Culture Journey" that pays attention to and supporting the inheritance of Chinese culture; established the "BMW Love Fund". This series of activities aims to allow BMW's existing or target consumer groups to participate in the experience of "Yue", and to further deepen the three core values of "BMW Joy" - the joy of physical and mental feelings, the joy of achieving dreams, responsibility and sharing Joy; to convey to Chinese consumers that it not only represents high-performance and pure driving pleasure automotive products and technologies, but also represents innovation and aggressive optimism, as well as a sense of public welfare and responsibility that cares about society and the future.

"JOY" is the core appeal of the BMW brand for a long time, and "BMW Joy" is the refinement of its rich connotation in the context of Chinese society and culture. Feng Yun, CEO of Xinrong (China) Group, pointed out, "In the process of brand reconstruction, it is a safe way to gradually add new connotations to old symbols and concepts." BMW used to be more of a symbol of social status and wealth in China. , now more of a way of life and attitude.