Series Brand Building Modes of Liquor SMEs—A Case Study of Yanghe Spirit

Jin-ting Lu ()
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Jin-ting Lu: Zhengzhou Institute of Aeronautical Industry Management, ZZIA

A chapter in Proceedings of 20th International Conference on Industrial Engineering and Engineering Management, 2013, pp 1049-1059 from Springer

Abstract: Abstract Based on sound market research, Spirit was created by Yanghe in 2003. Its brand building experienced long-time excellent planning, scientific product reasoning, accurate brand positioning, as well as proper marketing. After 10 years’ development, Spirit has already grown into a remarkable brand leader in modern liquor industry. Its great brand branding and marketing activities brought us “Blue storms” one by one; and its success was recognized as “Yanghe Mode”. In a word, Spirit’s outstanding branding strategy made it stand out of so many competitors, its brand building modes are valuable for liquor SMEs.

Keywords: Brand core value abstracting mode; Brand building mode; Spirit; Series brand building mode; SMEs (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-40072-8_104

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DOI: 10.1007/978-3-642-40072-8_104

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