Kelon company's predecessor was a small wireless power plant that made a tape recorder without its own trademark. Later, it borrowed the "Rong Sheng" trademark of Shunde Rong Sheng rice cooker factory to produce "Rong Sheng brand refrigerator", and the enterprise was renamed Zhujiang refrigerator factory.

Since 199 1 year, refrigerators in Rong Sheng have ranked first in China for seven consecutive years, with a market share of 10- 14%. Enjoy a high reputation.

Second, develop and create Kelon brand.

Question:

1. It does not own the trademark right of Rong Sheng, but it is a trademark used by Rongqi Town.

2. The brand name is not ideal, lacking modernity and atmosphere, which is not conducive to international integration (considered to be rustic);

3. If you want to enter the new air conditioning industry, you must solve the brand problem.

The solution is:

Create "Kelon" brand; In 1992, I got into the air conditioner. Enterprises introduced CI, renamed Zhujiang Refrigerator Factory as "Guangdong Kelon Electric Appliance Co., Ltd.", registered a new trademark "Kelon", and created "Kelon Air Conditioning" for new products. Realized the unification of brand (trademark) and company name.

Goal: gradually merge Rong Sheng brand with Kelon, and transfer Rong Sheng brand assets to Kelon.

Brand strategy of refrigerator: one product with two brands, namely, Rong Sheng refrigerator is used in China and Kelon refrigerator is used in overseas markets.

Brand strategy: Kelon Company has been operating the market under two brands: Rong Sheng (refrigerator) and Kelon (air conditioner).

Advertising language: "Two beauties in one generation" and "Rong Sheng Kelon is a family".

Kelon air conditioner has been ranked first in national quality inspection for three consecutive years since it was put on the market in 1992, and its sales volume has increased year after year, ranking fourth in the country. Compared with the brand awareness of Kelon Air Conditioning and Rong Sheng, Rong Sheng is more famous.

Third, the new brand strategy

Question:

1. The continuous expansion of enterprises and the trouble of "double brands" have formed obstacles to the company's development.

2. Kelon Company put forward the concept of "global strategy", intending to become the largest refrigerator manufacturer in the world.

3. The advertising effect of "two beauties in one generation" and "Rong Sheng-Kelon is a family" is not ideal and the funds are wasted. The survey shows that there are still a large number of people who don't know the relationship between Kelon and Rong Sheng, and the goal of merging Rong Sheng and Kelon has not been achieved.

The trademark "Rong Sheng" was originally designed for broadcasting equipment. The original trademark design is based on radio waves and has a strong historical trace. The image of "Kelon" introduced by 1992 takes graphic design as an element, which fails to reflect the characteristics of home appliance industry. Kelon's original "Rong Sheng" trademark and "K" trademark are too complicated, which brings a lot of inconvenience to production and advertising, and greatly limits the development space of advertising, production and development departments.

The solution is:

1.1997 In March, the decision-makers of Kelon Company tried to make up their minds to give up Rong Sheng, and the marketing department put forward the brand integration of Rong Sheng-Kelon. At the critical moment when the "Renaming Action Order" is about to be issued, the company leaders came forward to consult the Asia-Pacific CI Strategy Institute; Finally, I accepted the risk analysis opinion of the Asia-Pacific expert group and gave up the "renaming action plan". Since then, Kelon Company has implemented the marketing strategy of "Kelon Electric Appliances-Rong Sheng Refrigerator-Kelon Air Conditioning", integrating Rong Sheng Refrigerator and Kelon Air Conditioning with Kelon Electric Appliances. The problem of "dual brands" began to ease, and the popularity of "Kelon" was further enhanced.

2. On September 6th, 2000, Kelon Group's Century Brand Project was officially launched (Dentsu Advertising and Ogilvy International Communication Group were also signed with Kelon, responsible for the management and promotion of Kelon brand and Rong Sheng brand respectively). After nearly four months' efforts, Kelon Group, on the basis of scientific research and extensive global investigation, has finally determined hundreds of designs after repeated selection and revision. The brand-new Kelon CI embodies the development demand of Kelon's internationalization strategy, conveys the motivation of Kelon Group to move forward forever, be more advanced, surpass infinity, innovate life and be creative, and shows the leadership style of continuous innovation and Excellence.

Fourth, the analysis of Kelon's introduction of CI: (Asia-Pacific CI perspective)

1. Kelon introduces CI in the process of enterprise growth, aiming at the outstanding problems existing in the enterprise. Therefore, it has made outstanding achievements in solving problems, established its own Kelon brand, and unified with the updated enterprise name, indicating that it is "the dragon of Kelon" and is in line with international standards. With the increasing popularity of Kelon, brand intangible assets are increasing day by day; At the same time, it promotes the transformation of enterprises from township enterprises to international and joint-stock modern enterprises, so Kelon's CI movement is indispensable for reshaping corporate image.

Second, Kelon Company established a national reputation in Rong Sheng refrigerator, and introduced CI to the market at the first time. The dilemma of "double brands" led to the enterprise's reluctance to part with the Rong Sheng brand, which once affected the establishment and promotion of Kelon's unified image. Compared with the competitors of Haier Uni-brand, it is more difficult to operate and the brand value is obviously improved.

Kelon is a small township enterprise. It started with the help of other people's trademarks, and the problem of "double brand" in the development process has its objectivity. However, from the analysis of the main body of the enterprise, first, during the start-up, the trademark awareness is not strong enough, leaving hidden dangers; Second, after the introduction of CI, it stopped at the integration of visual image, did not go deep into the renewal of enterprise concept, and did not promote CI sufficiently, so the deep-seated strategic positioning problems such as "double brand", image integration, image positioning in advertising, and image advertising lag have not been solved for a long time; A large number of advertisements stay in the stage of product function advertising, which is not suitable for the development scale and brand strategy of large enterprises, and is the subjective factor leading to unsatisfactory advertising effect and double brand trouble.

The success and problems of Kelon CI are obvious, and the effect is twofold. Its demonstration and enlightenment are also twofold.

Resources:-cis.com/tactical/index _ detail.php? articleID=200 187

References:

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