krönyo
Thought-provoking and Myth-clarifying and Breaking the Deadlock of Own-Brand Manage
Thought-provoking and Myth-clarifying and Breaking the Deadlock of Own-Brand Manage
In Taiwan it has nearly become the hit in the marketing to go through the brand management pattern from ODM and OEM to OBM (Own Branding & Manufacturing, OBM). Indeed, not only Acer and Giant but HTC may spotlight its global brand of smart phone which can reveal the success to transform Taiwan traditional pattern into own brand management; however, as far as OBM is concerned, it would be lost in the myth of brand management without industry analysis as well as marketing strategy. Even if it starts with own brand regardless of prevailing strengths, the brand position will swing in the marketing strategy which effects the following guideline.
Hsuan Hau Enterprise was established in 1996; the business content includes two main parts: first, hardware aluminum tube product, tire repair glue manufacturing, processing, import and export; second, glue production and OEM deploy domestic exclusive automatic process from tube manufacture to finished products. Facing such negative factors as low price and sever competition of the China market, Hsuan Hau Enterprise must establish its own brand to strengthen customer exploring and competitive advantage. Without complete integration and keen perception, however, the brand planning could not be fully realized.
Hsuan Hau Enterprise has created its own brand 「Kuan-Yo」 that mainly targets such multi-purpose products as various glue production and adhesive which would depend on channel and agent to enter the market in the beginning that market segmentation could not be identified and customer identification may be mixed up. YDC has offered the total solution for Kuan-Yo to start with the core of brand thinking and further go through the process as external competitive position analysis and brand self-identity model and liquidation value and even inner search for sign of affection to represent the brand. All of the parts can be set up as the infrastructure of the brand strategy, which may think out of the box to surpass the pragmatic-oriental thinking model, so as to establish own brand emerging from sensational symbol that can work the function to modulate the brand management thinking.
Through clear market segmentation, Kuan-Yo has been getting more attention on the product – glue and adhesive - which was less involved in leisure and group activities; furthermore, the positive brand spirit can be shown in the manners - hand in hand, communication, linkage, team work, trust, strength, champion – which may present the power of the brand slogan as 「Unite the most fidelity of power around the world」 In addition, it plays a vital role in brand name for Hsuan Hau Enterprise to spotlight the strength in global channel. Kuan-Yo was named as original pronunciation but it would lack the concept of the brand to target the consumers. Therefore, YDC has provided the solution that remains the Chinese assonance and adopts the German word Krone as the symbol 「krönyo」 in order to sustain the brand spirit of Champion. The prefix 「K」 is considered as visual communication; geometry elements are put in the font to show centripetal force and union. In terms of both Chinese and German pronunciation, meanwhile, the prefix 「K」 can be close that may enhance the brand association and integrate the complete brand recognition which paves the way for brand marketing in the future. The first stage of the brand engineering of Krönyo has been accomplished in August of 2011; the second stage is ready for the brand management.
Hsuan Hau Enterprise was established in 1996; the business content includes two main parts: first, hardware aluminum tube product, tire repair glue manufacturing, processing, import and export; second, glue production and OEM deploy domestic exclusive automatic process from tube manufacture to finished products. Facing such negative factors as low price and sever competition of the China market, Hsuan Hau Enterprise must establish its own brand to strengthen customer exploring and competitive advantage. Without complete integration and keen perception, however, the brand planning could not be fully realized.
Hsuan Hau Enterprise has created its own brand 「Kuan-Yo」 that mainly targets such multi-purpose products as various glue production and adhesive which would depend on channel and agent to enter the market in the beginning that market segmentation could not be identified and customer identification may be mixed up. YDC has offered the total solution for Kuan-Yo to start with the core of brand thinking and further go through the process as external competitive position analysis and brand self-identity model and liquidation value and even inner search for sign of affection to represent the brand. All of the parts can be set up as the infrastructure of the brand strategy, which may think out of the box to surpass the pragmatic-oriental thinking model, so as to establish own brand emerging from sensational symbol that can work the function to modulate the brand management thinking.
Through clear market segmentation, Kuan-Yo has been getting more attention on the product – glue and adhesive - which was less involved in leisure and group activities; furthermore, the positive brand spirit can be shown in the manners - hand in hand, communication, linkage, team work, trust, strength, champion – which may present the power of the brand slogan as 「Unite the most fidelity of power around the world」 In addition, it plays a vital role in brand name for Hsuan Hau Enterprise to spotlight the strength in global channel. Kuan-Yo was named as original pronunciation but it would lack the concept of the brand to target the consumers. Therefore, YDC has provided the solution that remains the Chinese assonance and adopts the German word Krone as the symbol 「krönyo」 in order to sustain the brand spirit of Champion. The prefix 「K」 is considered as visual communication; geometry elements are put in the font to show centripetal force and union. In terms of both Chinese and German pronunciation, meanwhile, the prefix 「K」 can be close that may enhance the brand association and integrate the complete brand recognition which paves the way for brand marketing in the future. The first stage of the brand engineering of Krönyo has been accomplished in August of 2011; the second stage is ready for the brand management.
