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Simple Reflections on the Brand Building of Yanghe

11-24-2010 14:21 BJT

Zhu Wei  Marketing Director of Jiangsu Yanghe Brewery Co., Ltd
Reflection 1: The audience rating should not be counted as the criterion for the selection of TV media. For purchasing TV media resources, What we need are not just quantitative factors such as GRP and cost per thousand people, but also qualitative factors of public creditability and influence, etc. Actually it was based on such considerations that for the recent year when cooperating with CCTV Yanghe seldom took into account the audience rating of a given program.

Reflection 2: CCTV is, more than an advertising platform, a platform for integrating media resources. During the past several years, Yanghe, just like Langjiu, has given absolutely full and concentrated play to CCTV platform nearly without any regard for other TV resources, because CCTV is, more than an advertising platform, a platform for integrating media resources. Its advantages in integrating media resources were fully demonstrated in Yanghe’s title sponsorship for the 14th CCTV Youth Singer Competition this year.

Reflection 3: Creating good interaction through the combination of aired and ground publicity. In recent years, Yanghe has put great emphasis on aired advertising as well as supplementary ground activities and their mutual interaction, and kept the publicity under a proper pace,such as 2010“CCTV Youth Singer TV Competition” integrated publicity campaign, during which the event of “Buy Yanghe, Get Lenovo Laptops” was offering consumers the opportunity to earn themselves laptops through watching the TV competition.

Reflection 4: A belief in the strength of traditional media. Despite the fact that in the era of pan-media, media competition and development have distracted consumers among various new media. TV remains to be the king of media and CCTV remains to be the king of media in China. As for new media, there is no brand that has been built up from scratch or grown strong from weak by the means of new media. Actually when we look back to the platform of CCTV, a solitary CCTV-5 has brought several Jinjiang brands into a wider recognition and dynamic development.

Reflection 5: Undertaking the social responsibility of a brand as a corporate citizen. A brand derives its success from the recognition and support of consumers, so an enterprise in building up its brand should not engage itself in seeking brand communication merely for enterprise benefits. Instead it should be more actively involved in constructive activities of good will and social responsibility. For the next step, Yanghe plans to invest in and give support to CCTV`s public service ads to help spread the spirit of public service and do its bit for the social development.

Reflection 6: Brand building is not just about doing commercials. We can deduce from the dialectic relations among strengths of products, sales and brand that, brand building should not be regarded as discrete commercials. It might as well be a better and enduring option to take use of ads instead of relying on it, and mainly focus on products and sales for the sake of promoting and completing brand building. I think it also coincides with CCTV`s perspective for an enterprise to achieve sustainable development rather than a fleeting success.

Editor:王燕 |Source: CNTV

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