Dr. Biao has been focusing on trademark transfer for 13 years

If you carefully study the current brand operation model, you will find that many forms actually originated from the Republic of China period. Under the pressure of multinational brands, national brands have to start using publicity methods to expand the market, and indanthrine cloth is one of them.

Speaking of promotion methods during the Republic of China, many people’s impressions are Chinese-style paintings with text, which feels a bit like big-character posters. But in fact, the Republic of China period was an important period of rapid development in the transition from Chinese trademarks to brands.

The Republic of China was a transitional stage for Chinese society from a traditional society to a modern society. The situation was shaken by internal and external troubles. It is for this reason that a large number of multinational companies poured into China and brought many new communications. Promotional form. If you study carefully, you will find that many forms of promotion actually originated from the Republic of China period.

(Oops, I couldn’t help but have a bold idea after seeing Watsons’ advertisement)

Under the pressure of multinational brands, national brands have to start using publicity and promotion to open up the market. Danshlin cloth is one of them.

Brand naming

Indanthren was originally the name of a vat dye, the transliteration of lndanthren. Vat dyes have the characteristics of washability, lightfastness, and high fastness. The cloth dyed with vat dyes is often called indanthrene cloth and comes in many colors.

In order to reflect the high quality of its own fabrics, Indanthrine brand fabrics directly used the name of this vat dye as their brand name.

In the 1930s, Chinese cheongsam suddenly became popular on the beach in Shanghai. This kind of clothing is very popular among young and middle-aged women because it can fully reflect the curvaceous beauty of oriental women. At that time, the main fabric of Chinese cheongsam in Shanghai was blue-based indanthrine cloth.

Brand Positioning

For a brand to be remembered by consumers, it must have a very strong feature, that is, it must have its own positioning. For example, Safeguard is for sterilization, Wong Lo Kat is for reducing inflammation, and Snickers is for anti-hunger. The so-called positioning is to analyze the industry environment, then analyze its own segmentation concept from the competitors, and then find the content points that support the segmentation concept, and conduct Dissemination and promotion.

In that era, most fabric brands were talking about their variety of colors. Therefore, indanthrene cloth has found its own positioning point as "never fade". Whether it is in the brand name, logo design or advertising, the various publicity points of indanthrene cloth have always been focused on On the appeal of "never fade". (Of course, in the era when indanthrine was promoted, the theory of positioning had not yet been proposed. It can only be said that the boss of indanthrine was a powerful figure.)