In 1997, Coca-Cola Company launched a series of "eye-catching" fruit-flavored sodas in the Chinese market. Its product packaging design embodies Coca-Cola Company's good intentions in product branding. If you look at the outer packaging of the eye-catching soda, the first thing that catches the observer's attention is the huge, eye-catching, and vivid two yellow characters with blue edges "Jingjing". In its upper left corner, it looks like a leaf, with a small area, divided into upper and lower parts. Two lines read "The Coca-Cola Company, an honorary product of Sino-foreign cooperation", and the font size is only 1/10 of the former. In the lower right corner of "eye-catching" there is the words "apple flavor (or other) soda", and just below "eye-catching" it says "net content: 500 ml", these are descriptions of the product. On the side of the Chinese word "eye-catching" is the equally eye-catching English brand name "SMART". Finally, there is the label content whose font is very small and must be observed carefully to see clearly, including website address, product ingredients, manufacturer address, consumer hotline, production date, etc. The entire packaging of the product is mainly bright yellow and light green, which reflects the cool, lively and lively feeling of the product.

If we adopt the classification of the first part, we can think that the brand strategy of "shocking" fruity soda belongs to the third type, that is, supporting the brand. The product brand "susceptible" is more prominent than the company brand "Coca-Cola". It shows the unique positioning and brand image represented by the product; at the same time, the company brand also appears on the front of the package and is close to the product brand, which is intended to play a strong supporting role in the newly launched product brand.

Further analysis shows that the company's brand is inseparable from its development history. Founded in 1893, Coca-Cola, the world's leader in the beverage industry, has long been engaged in Coca-Cola carbonated drinks. It was not until 1960 that it launched Fanta soda, followed by Sprite the following year. Diet Coke did not come out until 1982, so carbonated drinks are in the minds of consumers. is the leading product of The Coca-Cola Company. Furthermore, Coca-Cola once spread throughout the world as a symbol of American culture during the two world wars and is one of the carriers of American culture. Obviously, with the changes in the global political, economic and cultural environment, the Coca-Cola Company brand will no longer be suitable for the company's diversified expansion in the global market. This is why "Shoutou" focuses on downplaying the company's brand. Under the new market competition conditions, the company is based on "local thinking, local action" and has launched many product brands around the world that are more suitable for local markets. In 1997, the company seized the gap in the Chinese market for fruit-flavored carbonated drinks and entered the market first, but it did not want consumers to associate "Shouting" too closely with Coca-Cola. In order to highlight the flamboyant brand personality and fruity taste, "Shingko" highlighted the product brand "Shingko" in the brand hierarchy design on the packaging, while deliberately downplaying the company brand "Coca-Cola", hoping that customers would not associate the Coca-Cola brand with it. Transfer to soda.

However, although it is dominated by product brands, "Shoutou" does not hide the company brand. The product first relies on the warm and eye-catching product brand to catch the customer's attention. When the customer takes the product off the shelf and studies it carefully, they will find the two lines of small words "eye-catching" in the upper left corner. At this point, customers will realize that it is a fruity soda launched by Coca-Cola Company. Given that The Coca-Cola Company is a world-famous company, and its Coca-Cola, Fanta, Sprite, and Diet Coke rank first among global beverages, consumers will have confidence in the company and are assured of the quality of the company's products, so they will be more Be willing to try. Therefore, in the case of "eye-catching" soda, the product brand plays the leading role in attracting consumers and shaping the brand image, while the company brand plays more of a supporting role in building confidence. The two levels of brand names are effectively combined , promoting the promotion of new products. In contrast to "Shuo Shuo", the brand strategy of "Queer Qoo", which has just been launched in the Chinese market, is different. On its pink outer packaging, the most attractive thing is the funny character Queer with a big head, small body, round face and one horn. The brand name "Queer Qoo" is written in childish font below. Look carefully and find it throughout the product. It was actually hard to find the words "Coca-Cola" on the packaging. I persisted and finally saw "THE COCA-COLA COMPANY" at the bottom of the product, which was almost difficult to identify. Therefore, "Queer Qoo" adopts a brand strategy led by product brands. What's the reason?

It can be said that the distinct market positioning of the product determines its brand strategy.

"Queer" is positioned as children's juice drinks. Children need vitamin-rich juices the most. However, traditional juice products are sour and too concentrated, making them unsuitable for children to drink. Therefore, there is a lot of room for development in this part of the market. In order to highlight the unique positioning of its products and take the lead in this market, Coca-Cola launched cartoon image spokespersons based on children's psychological and behavioral characteristics and adopted "character marketing" techniques. The company created Queer, a lively, interesting, clumsy and cute cartoon image, and frequently dedicated it to children's TV programs, product launches and other occasions, giving it a personality and becoming an integral part of the "Queer" brand. , it is easy to form children's attachment and loyalty to "queer" brands. Due to its unique positioning and unique marketing method, "Queer" appears as a brand-new product, aiming to get rid of the confusion that the corporate brand of Coca-Cola may cause in the interpretation of the new product's connotation. Therefore, in the brand-level design of the product Corporate branding is hidden to highlight the unique image and positioning of individual products.