subject: Implementation of the differentiation strategy, vertical distinctive brand personality [print this page] Implementation of the differentiation strategy, vertical distinctive brand personality
When the "sports stars + CCTV advertising," the Chinese sports brand experience Shenmeipilao standard action when a series of humorous ads PFP quietly lit the curiosity of consumers - retired old man beat a master table tennis, tennis days after beating pure girl ... ... In these seemingly impossible things happen, the elegant birds "than happiness, is more afraid?" brand declaration knowing smile as the audience enjoys popular support. "Even run faster, but also run happy," "even if the jump is not high, but also happy dance", "I decided to record every movement must be to be happier than last time" these views are in the elegant birds 2010 Happy in a series of ads in the campaign reflects head. Chairman Mr. Lin Tianfu elegant birds (hereinafter referred to as "Lin Dong") stressed: elegant birds to differentiate the demand, the first time "movement happy" is the essence of sport, Nike Air Max 90 to establish a distinctive brand personality, won the consumer group identity and warm chase sticks.
Reporter: general view, Fujian, most of the sports Nike Air Max 2009 shoe brand is relying on "star endorsement + CCTV advertising" the constant bombing of the famous and elegant birds brands from the initial pure star endorsements, to later promote happiness movement, and to the general public instead of star advertising, this innovative brand marketing model, to the elegant birds to create a new competitive advantage, the majority of young people in the hot rod and support. I ask that you originally was how to make this unconventional strategy?
Lam Dong: At the moment, such as "win, temper, challenges, star, hero", are the demands of domestic and international vast majority of sports brands, mostly full of pressure, filled with competition, how to use differentiated brand positioning from which stand out, has been is the elegant birds constantly think about. As we all know, including professional sports rely on positioning Nike Air Max, Adidas, Li Ning, Anta, and rely on fashion movement differentiated KAPPA, special steps so that they have been successful, and possession of a relevant professional sports and entertainment resources, leaving to those who will have very limited space and resources. Clearly, professional sports, fashion, sports fields have seized the initiative by other brands, and elegant birds can only be another way. On the other hand, as China's economic development and people's living standards, in particular the impact of the 2008 Beijing Olympic Games, fitness, sport conducive to fitness, health, the concept has been more public recognition. Against this background, elegant birds to find new areas of the sports market - happy, in the "Sports", "fashion" and "happy" three areas constitute the "Golden Triangle", the "happy" stood on the top , and elegant birds to "movement happy" brand to promote the direction of the differences, and establish a distinctive brand personality.
