Olympic brand sustained in the loss

According to the Beijing Olympic Organizing Committee officials revealed that a considerable number of Olympic corporate sponsors are not very good use of sponsorship rights, in order to win a huge amount of money for sponsorship, it ignores or inability to conduct a follow-up investment and marketing development, is not under good Olympic Games This coordinated marketing.

Some experts have said that Olympic marketing is not short-term behavior, but rather a systematic project, which needs the spirit of perseverance and far-sighted strategic action. Yes, we see a lot of the Olympic marketing business in two or three years ago announced that a grand Olympic marketing program, then quietly, until today the opening of the 2008 Olympic Games, only re-surfaced.

We seldom heard, Zhejiang and Guangzhou Li Meng Na Hosiery day of the Olympic Games become a sole supplier after the Olympic marketing moves.

Materialistic (sales) and docking of the missing

For the Olympic Games if we can develop a good product, but if there is no channel for the breadth and depth of support, can not carry out a wide range of sales, from the same materialistic no more. For example, Heng Yuan Xiang became the sponsor of the Beijing Olympic Games. Olympic history has never textile and garment enterprises to become sponsors, Heng Yuan Xiang is the first. Beijing Summer Olympic Games is the Olympic Games, while the vast majority of products are Hengyuanxiang autumn and winter supplies. Hengyuanxiang design of the "national service", sponsored by bedding, the Organization of millions of families with a wool knit Chinese knot, for successive Olympic Committee President Rongxiu like to do marketing activities, and so on, do Fengshengshuiqi.

It seems that in the Hengyuanxiang, very satisfied with the upgrading of intangible assets and visibility. It is said that the Hengyuanxiang the brand value from last year (06) of 2.123 billion yuan jumped to 9.458 billion yuan, ranking leap from 273 to 64.

Hengyuanxiang authorities that "the failure of enterprises" in the Olympic Games in too much emphasis on marketing, product marketing, to the neglect of the brand value. Hengyuanxiang the Olympics by, "Tapestry" to the country, the international docking of the "silent marketing," or they think the Olympics is to achieve lasting benefits.

I can not agree. See Coca-Cola, not only emphasize its brand marketing, and pay more attention to the success of product marketing effectiveness, the First, Second, the Hengyuanxiang the Olympic marketing, still do not see a unified Olympic theme. Third, the market does not seem to see the actual sales support. Olympic marketing, must be pragmatic retreat and integration, unless otherwise his plans. Second thought, Hengyuanxiang non-sponsored enterprises, the Olympic Games, after all, classic. But for huge amounts of money to spend Hengyuanxiang. Is that only name, no advantage.

Olympic brand product development and docking missing

This is the very many enterprises do not place. Enterprises spend so much of the gold is silver, is only for the name, not realistic Lee » Dr Lee is in » Selling a product or service. Therefore, development and Olympic-related products, its importance is self-evident.

Even so, if an enterprise's products and too far-fetched to link the Olympic Games, the goal of consumer enthusiasm for the Olympic Games it will be difficult to transfer to the products. Corporate client, if only that 2008 Olympic partners or suppliers such as, simply can not embody the Olympic marketing role here is the lack of Olympic products and the natural (or were made by the connection point).

Elements of product development, the need for grafting, is too much. For example, the Olympic culture, Chinese elements, NBA, and Star Series, etc., on which are to the Shunshou. But why local brands in product development and docking, the thinking is narrow and slow, not even as .

For example, Air China, we can see that the identity of its sponsors, but the airline if there is no development of the "Olympic Service" and other similar products, solve some of the misuse of inconvenient people, I think this is not the Olympic Games for its extra points.

Olympic brand extension of the cultural loss

The focus in 2008 will focus on sports, physical education and sports, such as the three major aspects. Therefore, athletic, sports and the Olympic Movement, such as the deep-mining culture, regardless of the sponsor or non-sponsored enterprises, are crucial. From the association and extend to two aspects, such as digging deep to find a good connection point, a beautiful grafting. It is regrettable that local brands have largely speculative mentality, Qianchangzhezhi, no subject spirit and system solutions; was a waste of the Olympic theme, inevitably end "Zhejichensha."

Search majority of cases, very few corporate sponsors to extend the association and movement. In the non-sponsored enterprises, only a few cases, such as Asustek's "Olympic rubbish" case, and boarded the Olympic Games on this relationship. Asustek in the event entirely from the perspective of a voluntary service, it gives more favorable impression. This can be good to find relevance and Fankeweizhu, very exciting. Step special brand campaign, sponsored by Beijing - Shanghai (Z13/14 Train) Olympic train, access to the "special step of civilization, the National Youth Olympic publicity cultural trip" the right to exclusive title. Olympic train has on December 18, 2007 in Shanghai, the successful start, this is a national brand with the Olympic culture of work, activities and good reputation of praise.

Olympic brand Meng Na

Meng Na Hosiery has been at solo on the road.

March 1, 2006, the Beijing Olympic Organizing Committee announced that Meng Na Hosiery become the Beijing 2008 Olympic Games sole supplier of hosiery products. Looking back to when the Road: Zhejiang Mengna Hosiery was established in May 1994, from 2000 onwards, "Meng Na" has been in the integration of brands, trademarks, including graphics and advertising from the dissemination of results is the lack of professionalism, not only did not meet Expected, or even damage the original brand accumulation. 2003, "Meng Na" operating the focus gradually shifted to the growing improvement in the business of foreign trade. 2004, because of quota restrictions from the United States which led to instability in foreign trade business, and the face of strong pressure from competitors, to actively seek a breakthrough path, which in 2005 started to pay attention to the Olympic Games, the Olympic final in hand to achieve a breakthrough brand . In short, the regret from the derby loss to export blocked, walk in the re-choice on the border, with the final Olympic counterparts.

"Meng Na" by the Olympic Games changed from the strong. Action 1: Meng Na packaging products have all been put on the Olympic rings logo printed with the new packaging, not only this, Meng Na in the production workshop, bus companies, the future Hall, each conference room or even every fan on the glass door Are affixed with the Olympic logo. Action 2: On the production side, Meng Na has been set up factories in China Hong Kong SAR, the next is also prepared in India, Vietnam, Egypt and other countries to establish factories. Action 3: communication: open a news conference, 06 of the evening.

Olympic brand interaction and lack of experience

Olympic marketing is the core of what . Is the Olympic marketing is a simple "Olympic + enterprises" marketing mix.

When the government, enterprises, workers, media, community groups, consumers, manufacturers such as dancing with the Olympic Games, into the Olympic events, feelings of distance and brand, the Olympic and happy, interaction and experience to share the Olympic spirit has become the best Practice, all in response to the mainstream trend in the Olympic Games, implanted in people's minds. Only by realizing the value of communication, spiritual values and consumer value, such as the maximization of value is to hold the core essence of the Olympic marketing. Olympic marketing the core values of nature, must be through public-axis and to express manifestation of its essence is to integrate and bring into play the strength of relationship marketing, the end result is to design interactive experience of the public, is expected to reach. In other words, the interaction between the customer experience is the initiative to meet the needs of the times, but also realised the value of the Olympic Games the best ways and means, only in this way that, business-to be translated into real opportunities for revenue receipts.

In fact, the overall Olympic marketing system, including the staff-axis, customer-axis, the axis of competition, cooperation axis, the public, such as five-axis system axis. Only five-axis launched a comprehensive interactive, to make the results of Olympic marketing often particles to the warehouse. Just as Coca-Cola's global Olympic project director Peter - Franklin said: As a mass consumer goods, Coca-Cola Olympic marketing principles is the "Olympic spirit, brand content, consumer contact" with a three-point line: "How will marketing, brand Agreement reached and consumers, this is the Olympic Games corporate sponsors the key to success. "Instead, enterprises solo, it is bound to little effect! But in reality the majority of Olympic marketing for the operation of enterprises can not escape this yoke.

Olympic brand awareness Mistakes

1. 1, of "official resources" to offer light "grass-roots activities," Mining.
2. 2, on "one-man operations," Light "joint marketing."
3. 3, re-"hard facts" of Danlian, light "marketing of" innovation.
4. 4, of "points" effect of the business solo, light "in the face of the next interaction" integration.
5. 5, on "wallet" bet, light "value" to maximize development.
6. 6, of "brand" light "consumer experience" extension.

China's Olympic brand marketing missing

No "multiple channels" and "more use of" brand integration interpretation of the missing. A wave of the Olympic Games, together with China in 2008, outside the thick smoke, dusty; Moquancazhang of all men, Daobing each other, Zhengshi Olympic feast, at peak confrontation between. Although the Olympics have not been held, but the results or not, the outcome has been sentenced.

Central to see the 2008 Olympic Games partners and sponsors, a total of 65, often in the media "faceless" as perceived by the audience of local brands, but more than 10, including Haier, China Mobile, Lenovo, Tsingtao, Yili, China Airlines, such as Aokang, while other more than 80 percent of the Olympic Sponsor Fangzong not find it, no Yao Wen. While many non-sponsored enterprises, but Jones Anfu, Qiao by the Olympic Games, won acclaim, Minglishuangshou. The same Olympic Games, not the same lucky. I can not help but Yanjuan thought!

Observation and Research "enterprise-" 23 to participate in the Olympic Games the case in an attempt to see through the nature of the phenomenon, summed up local brands in the Olympic marketing on the various aspects of loss and lack of reference to make!

U.S. Internet users can conduct transactions through advertising

Adgregate has been asked to conduct transactions advertising tool, because ads can be in the profile of social networking sites and other web pages in the shared, but these ads can also appear in any of the IAB standard ad units within the show. CEO Henry Wong explained that his company is the only one able to honestly comply with the "ad deal" the company.

Henry Wong said, "When people talk about these gadgets and what the so-called trade ads, many people in the dark. Other companies will also talk about some transactions of the ads, ads will be displayed on the product, you click to facilitate transactions. But Once you click, you are actually out of the page to complete the transaction. "ShopAds is based on Flash products. And those based on the JavaScript ad unit of the transaction is different, ShopAds do not need a secure Web site host to ensure the security of transactions. In fact, the ad unit within the security, encryption Cart compartments can be moved to any HTML in the environment, including social networking sites and blog pages.

Of course, to provide consumers with a safe shopping environment is one thing; convince them so that consumers believe that the site's security is another matter. Henry Wong said the company used several methods to ensure that the shopper's credit card and other data to be protected.

He said, "In this window advertising the products have a symbol of the''lock''''''icon, a pop-up windows to illustrate this is a completely secure credit card transactions." When the buyers to Need to enter their credit card information of this step, they will see VeriSign's logo. He mentioned that, "more advanced" users can see the product code embedded https layer.

Once the completion of the transaction, the system will use "thank you" to remind you, and through e-mail tracking number will be issued to buyers. Mr Wong said that (after the completion of the transaction) buyers can choose to continue shopping or return to the original product page, above a lot of product directory. He stressed that "these e-commerce tools not only be able to handle a product, they can handle 1 million products." ShopAds've tested a few months, including two book publishers of the test. Philip Cheng, Terrace Books Group of the United States District (Hachette Book Group USA) has been used to sell products ShopaAds David Sede Rui's latest novel "When you have been swallowed up by the flame" (When you are engulfed in flames); Random House also uses the Technology sales directly to consumers Cory Doctorow's audiobook "little brother."

Global brand

Ad performance: the pursuit of "image", wrong.

Global 2004 launch, "I can" brand image advertising, in addition to brand people know a lot of celebrities, I am afraid there are too many difficult to harvest. Fortunately, both the Global market position too strong, invalid ad does not constitute a fatal injury. If not Global monopolistic high-growth industry leader, brand image advertising to a waste of resources and opportunities missed, often constitute a business critical situation.

Global has the largest number of high-end crowd, the brand will slowly image of a successful, the need to spend money to promote their own enterprises. What is alarming, is that the image of "mold" will be missed to provide truly effective value, missed further checked, and blocked the rival fighters. In fact, in the Chinese market, Global should continue to inform users and potential users, they are the most-wide network coverage, the most reliable brands to the new space-time block Unicom CDMA. To the consumer, he needs to know the world than where the latter Fortunately, this is the real choice of access to useful information.

Black and white brand

Black and white brand

Ad Performance: put an end to follow suit, opposition positioning.

When the market has been a clear leader in positioning, brand strategy must be backward for the former, must not blindly follow suit. To Barker and as the representative of the Chinese cold medicine market dispute, which set an example.

China Kangtai Ke 1989, by virtue of the unique sustained-release capsule technology, first established a strong national brand. Its ads are "an early one night, stay away from cold distress" at that time generally six hours of eating a cold medicine, established a "long-term" positioning. 1993 then entered China's Taino, the reliance on "30 minutes alleviate flu symptoms" aspirations of success, defined as "quick effect", and Kang Taike tit-for-tat. Barker and introduced, have been the end of 1994, foreign markets have double-entrenched, how do » Barker and no follow-up Kang Taike or Taino, but in the long-term, quick effect, the "white-day service, not slumbered; night-black clothes, sleep Xiang", the two leaders will be re-defined Heibaibufen for the cold medicine, is their "day and night-clothes." This is a very good on vertical positioning, after Barker and Pingci positioning into the top three brands as well.

Proposal: "day and night-clothes" is a great prospect of the mass-targeting, Wu Xiaoli, "performance is so self-confidence" category limited to the maintenance of their own, white and black real growth impetus came from competitors for the re-positioning, which make the "day and night Sub-service "mentality of resources.

Colgate brand

Ad Performance: perseverance, "Fangzhu" in the end.

Jia Jieshi by virtue of occupied "to prevent tooth decay," the mental resources, in the United States became the first toothpaste brand. Colgate is one of the game high, the first entered China in 1992, the world's largest dental market and Shunshou Na Jia Jieshi the United States to transplant the first to broadcast the ads, straight from the "Fangzhu" positioning. Jia Jieshi question to China three years later, it was too late, had several times against forces also seized no avail, but a follow-up Fangzhu brand.

Colgate Zhandexianji once, never to Jia Jieshi a chance. More than 10 years, Colgate ads almost no change that through the child's mouth, and direct a brand objectives: no tooth decay. In order to consolidate the "Fangzhu" positioning, Colgate also became the first to participate in the tender Central Television ads foreign-funded enterprises, through the media authority of the prime time to promote the brand Fang Zhu, firmly Eshou living brand positioning. However, Colgate has recently started at fault, "herbal salt" products on the publicity too heavy.

Recommendations: With the increase of products, the best strategy is the implementation of multi-brand, the establishment of different characteristics and positioning the crowd, leading to even toothpaste have the opportunity to monopolize the market.

ZTE handsets brand

Ad Performance: positioning generalization upgrades, and the demands of audience awareness does not match.

Unless the lack of competition, or an existing brand positioning in the new field must be difficult to obtain recognition, the reputation of the old areas will become a competitor of the burden. Lenovo is China's first brand PC, but think of goodwill on the PC will not be able to associate the phone points, instead become a competitor against the best of its non-professional material.

ZTE ads by Jet Li said, "I strong, because I am the" aspirations "in 18 professional manufacturing." This can only say that ZTE in the field of communications equipment on a professional orientation direction of accumulation, but we can not upgrade to the generalization that all brands in the field of communication has advantages. From the consumer awareness, the past 18 years he did not have heard of ZTE handsets, not to feel that ZTE handsets as professional, so than Bird, TCL, Nokia, Motorola, Samsung, Siemens, and many other brands stronger. For most audiences, the only manufacturer ZTE Jet Li ad ads only, no customer can not move, the final product can only rely on low-priced sales.

Recommendations: The key is to establish the correct location to intercept a highly competitive market, and only then turn around and, from the accumulation of enterprises in the search for the most convincing support, promote brand success, and not the contrary.

Wahaha brand

Ad Performance: loss of orientation, all of weakness.

Wahaha drinking water have led the market, it is often the most powerful brand. With the uncontrolled extension of the multi-product, Wahaha brand gradually marginalized, mainly to slide into the rural market.

From Central TV ads, the Wahaha and still not lead to enhanced water beverage promotion, on the contrary, such as tea drinks in disadvantaged areas invest more, the results only further loss of water beverages advantages and more continue to live in the area under the wind. Drink water that technology will have boundless market, the key is the need to deepen the enterprise, expand. Wahaha brand positioning should return to the pure water, "pure" counterattack to do with the natural water Springs. Return to the dominant position of drinking water, have the opportunity to counterattack soft drinks, water drinks to further expand the market to fight Coca-Cola and Pepsi.

Recommendations: Wahaha CCTV ads such aspirations: the nature of natural water resources, is vulnerable to fish, birds and other animals excretion of pollution, there are the inevitable acid rain, dust, as the "Environmental Protection" the voice of the growing High, in fact, more people need to clean the Wahaha pure water.

Haier brand

Ad performance: the first based on China's home appliances have been stepping up localization support.

Haier's success stems from its earlier that "the first Chinese household electrical appliance brands" positioning, and in 1995 the State Council Development Research Center launched the "China" the most scored in the assessment activities, "the first Chinese household electrical appliance brand" title. Since then, Haier launched a huge momentum of brand promotion, while the positioning around a beautiful integration. For example, Haier's product line layout like Changhong, Gree, and other brand development as a one-way, but the early introduction of refrigerators, air conditioners, washing machines, freezers and other products, which customers in mind there is no limitation in the brand's color TV, air conditioning brand recognition Know; prices, Haier adhere to high prices; operation, Haier stressed that services and costs in the country at high-end shopping malls store shop layout, while in the city the "Haier Street  Road" image projects.

Today, "China's first" Haier is facing the impact of domestic brands and challenges. In 2004, Haier has created "the world top 100 Chinese brand Haier selected only" a new positioning, generous once again launched air, sea and land to spread advertising, and this honor in the Haier wide range of products in ads. This would greatly enhance the sense of Haier's international brand image, "the first" targeted support has played a major role.

Recommendations: continue to promote overseas strategy, and further, "do it" number one brand.

21 He Wei brand

Ad performance: leveraging competitor, took over the growth of the market.

21 Wei from Zhejiang he started when the market is through education and substantial sales in the region within the vast number of consumers, it is the first well-known elements of the multi-dimensional film. But the next market-oriented national, 21 Wei also unnecessary, he can not shoulder the broad general education task, because the application Erkang, good deposit, and other brand has a group of higher-education of consumers, the growth of happiness, etc. Follow-up brand is also gradually increasing, particularly golden partner initiative Kangqi the burden of this pair. Once to national markets, he needs 21 Wei conversion strategy to fight a more effective business war.

Objective, only 21 Wei him "my whole family health," the ad performance, it is difficult to assess its effectiveness. But with far less than competitor's price position, 21 Wei him a popular element of multi-dimensional representation of brand supplements, when other brands Yiyongershang open category, which can effectively harvest the public markets. However, its lack of integrated brand strategy design, not on competition, difficult to establish a unique advantage.

Kunlun Lubricant brand

Ad Performance: smitten with, the first to courageously.

In early 2003, breaking the unity of the domestic high-end lubricants market was Mobil, BP, Shell and other international brands monopoly situation, landing a strong Central Television, quickly became the first public well-known domestic brand lubricants. Kunlun Mountains, the Great Wall later attack, originated in China Petroleum, China Petrochemical the background so that they Laishi extraordinary, for a time thunder over reunification. Especially in the Kunlun is particularly great, CCTV has become the de facto standard in 2004 Wang.

Kunlun move beyond reproach. Lubricants is a long form of market demand exists, "Zapai" in power, who can quickly create a "brand name effect", that is able to harvest a good market. On this basis, will be soon formed a small number of leading brands situation, the next is like the dairy industry as first to wild, who can pre-empt early, who will be able to win future dominance. After the development of China as a country with enormous size of the market, decided in many traditional markets such opportunities exist, including milk, rice, wine, wood floors, restaurants, etc. industries, in the initiative are in the world.

Need to beware of the strategic vision that will soon Bongchang from promoting the differentiation, enterprises need insight into trends in the field of individual initiative, leading layout as the second and third brand, to grasp the future.

Mengniu brand

Ad Performance: Jieshi intellectual resources to continue wild.

Just as the Chinese herb tea in Guangdong, Shanxi and better vinegar, raise tobacco in Yunnan, French perfume, Swiss watches, some countries or regions was widespread in certain areas that have special advantages, as the regional mental advantages in resources. Some of these advantages derived from history and tradition, some from the rise of multi-regional brand reputation, brand development is to support a strong driving force. Liquid milk market with the original Erie, bright two brands, Mengniu Pong, "Laoxiang" Erie play the "Prairie" card, "natural" brand, both of the rapid, within a few years to establish the reputation of Inner Mongolia's dairy industry . In turn, through such regional mental advantages in resources, Mengniu achieved a rapid rise, and can continue to maintain high-speed wild.

Mengniu ad Shenzhou spaceflight and the use of the Olympic opportunity to create a space for athletes and hot milk, the implementation strategy for wild played a very good points effects.

Recommendations: to a number of specialized brand rather than brand extension of the field layout dairy industry and more.

Wang Lao Kyrgyzstan brand

Ad Performance: category for the re-positioning, brand activation of a century.

170 years of history as a local old and famous brands, Wang Lao Ji Guangdong Chinese herb tea drinks owners into the flow, is also its own within two years from over 1 million among the ranks of ultra-billion brand.

Wang Lao Ji's success stems from the re-positioning for the category. Guangdong's original Chinese herb tea is a local medicine to drink products, used to "Qingrejiedu Qu Shushi," Wang Lao Ji as the ancestor of Chinese herb tea, by re-positioning themselves for the "prevention Shanghuo to drink," drink out of medicine The consumer group confined to the traditional Chinese "prevention Shanghuo" concept, so that people generally understand and accept the Guangdong "Chinese herb tea" products.

Old and famous brands are often the impact of various types of modern commodity, if not effectively identify the main opponents and an anti-seize, and will increasingly lose their luster in a buried. "Afraid to drink Shanghuo Wang Lao Ji" ads for soft drinks is a matter of fact - the most popular modern soft drinks, highlight these products is only a temporary taste of cool, and the Chinese herb tea Shanghuo able to prevent the body, thereby transforming the business will rival The over. This strategy clearly ads, and catering enterprises to strengthen the marketing channels combined, the result is a hundred years to achieve the brand positioning large transfer, to an alarming blooming glory.

2004 CCTV-10 brand advertising comment

Central Television's 2005 prime-time popular attention tender, CCTV ad performance into hot topic again. Telao Te (China) Brand Strategy Consulting Ltd. from 2004 CCTV ads, according to invest in and trade representative selection of the 10 major brands for advertising effectiveness comments and draw the following conclusions: At this stage the Chinese market to achieve a good ad Effect, the media and the choice of running is important, brand positioning more orientation played a decisive role.