Begin from March 2003, in meal course of study of China, a brand-new brand horizontal stroke is born for nothing, passed the test of SARS and severe test, sweep across great river north and south in order to cut the force of bamboo, a promising young person ever changed Chinese meal to join in the domain that interlinks course of study. From the 300 thousand brand that begins to found, up to now sale exceeded 30 million, appreciation amounts to 100 times, made the case of a legend of Chinese brand, 3 years of time, from do not have have, this brand is -- taste the world

So, be what lets after all " taste the world " successful? Undoubted, strategic plan and brand image are modelled is " taste the world " successful crucial place. The author regards the whole journey of this case as total scheme, wish to share the result that makes a brand and experience with everybody... " small-time enterprise makes a product, minor enterprise makes a sale, top-ranking enterprise makes a brand! " the importance of the brand cans be imagined. Review now the world, each vassal dispute in the market sets up a separatist regime by force of arms, already rose to the height that the brand competes again to sale network from product quality. Look round " taste the world " , we are model the brand what the height that puts a strategy will consider at the beginning, we analysed whole quick meal to interlink an industry, there is the international magnate such as Mcdonald's, Kendeji in Western-style snack hero bully the world, there also are a few family properties in Chinese style snack inside famous person, but it is OK that neither one is returned in snack of whole Chinese style the old brand with order vassal the world, so, we should contend for the first brand that makes Chinese style snack namely! However, accomplish these, not be to rely on be an armchair strategist, what be faced with above all is the serious deficient of client capital, two of limited company of development of food of Shanghai fine grand young shopkeepers besides dream 300 thousand yuan only -- the Chinese style snack that should become a success joins in chain company, but, trifling 300 thousand open even a decent store not to come out in Shanghai, how to attract people to join in again? Grandchildren says: "Every battle person, with closing, get the better of in order to surprise, reason be apt to exceptionally person, boundless be like heaven and earth, not exhaust Yu Jianghe. " want to succeed, can enrol exceptionally only, be able to bear or endure the mode of the gram gave me very big inspiration, the biggest brand shoe business on the world, actually it does not produce a pair of shoes at all, make a brand only however. So, whether can we abandon traditional first the mode that set up shop enrols business again, make a brand directly? Undertake enrolling business next through the brand? Yes! So dry. Explain my concept with the client, the clientele's traditional to overturning this kind pattern special accept hard, communicate through deepness, two youths accepted my train of thought, then, our decision will be fictitious manage and join in chain is united in wedlock to carry together do. Above all, we need a good name, the client's original name " those who feed love " be overruled flintily by us, but when did the client put forward to ask at the same time: Name should atmosphere, should have meal industry feature, should have Chinese culture intention, even suit both refined and popular tastes. The requirement is very simple, it is very difficult however to accomplish, through think hard of 3 days, we are created in all give about a hundred name, but the client is not very satisfactory. Another not after the night of Mian, the sunshine in the morning passed through the curtain of 32 buildings, new daystart, I push a window, be in the Huang Pu river bank that beauty overlooks in dawn, had the feeling of a kind of regnant the world suddenly, be in right now, the appears in me brain that spirit of a word shows suddenly solely, "Taste the world " ! Yes, be it, what I do not restrain a heart is excited, call to make a noise the client from inside sleep instantly wake, "OK! Taste the world namely! Decided. " the client's mood is like was to collect what good-for-nothing or queer character like! "Article " it is to sample, savour; "Taste " it is best; "Taste " the top official title that is Chinese ancient time; "Taste " it is the first brand. ... including a lot of rich implications " taste the world " , atmosphere and the wind that was full of Wang Zhe, the quality that this name itself has those who become top-ranking company, and suit both refined and popular tastes, have the industry feature of meal enterprise again, it is the good name of a rare, laid solid foundation to make top-ranking brand hit. Had good name, but how to just gift its distinctive culture connotation? Search in fokelore of a variety of in the bookshops that we issue Changjiang Delta from Kang Xi again cut a point, added mysterious historical source for the brand with the means of folklore, the culture that let a brand have his is attributive. Name after coming down certainly, we begin to undertake indicating designing, fight bravely through much day, number is easy its stalk of grain, a wonderful LOGO horizontal stroke is born for nothing: In a such concise graphs, "Taste the world " 4 words are blended in entirely among them, "One " the word is a flood dragon a huge extinct reptile that break a wall and gives, fill the bully air of regnant the world, uncanny workmanship of it may be said! This mark also is considered as infrequent high-quality goods by design group public figure, be honoured be designed by income the bound is the most authoritative " China designs almanac " . The aspiration that names the Chu Qiao that makes Chinese style snack with the reflected a business pursuit with sufficient mark. Next, we design goods of VI of a complete set of, from storefront, dress, tableware, wait for all applied article to calling card, envelope, example, undertake be designed normatively and be applyinged entirely, reelection choose China's outstanding commerce media undertakes advertisement is popularized, the brand is in these specific and trifling jobs grow quickly rose. In " taste the world " below the appeal of old standard, join in business in an endless stream, in 3 years of time, the sales revenue that tastes the world is close 30 million, when all these inchoative add 300 thousand yuan at a few youths a few years ago and when an originality, we perhaps cannot think of, this will accomplish brand of a legend and a birth of sale miracle. The author thinks, the product that meal industry sells is eating thing not just, should be a kind of culture more, a kind of confirmed cate culture, each industry, each enterprise has his distinctive culture. So, on whole figure design and advertisement promotion, we are undertake pack and be modellinged to the brand from the angle of culture, also accordingly, "Taste the world " just possessed so solid culture inside information, just have such form spirit to hold provided charm concurrently, just also can be mixed to accept by extensive acknowledgement so. The compasses plasticity of company image is quite important, "Taste the world " perfect and normative VI(company image identifies a system) the transmission that is a brand stands finished one's contributions in work, VI system construction is a very scientific project, but often be not realised by most enterprise, feel frivolous to put two head writing a letter is a mark, putting the sign casually should is VI on things, the result caused the disorder of company image, did not have due effect completely, in the market, figure is the most important selling actually one of dots. Head of 100 feet pole, further, because of us pursuit is tasted, so we can be made certainly excel the world. The client's success is our success, in the process of garment of doing work for others with no benefit to oneself, I experienced the joy that models a brand successfully. His Shan Zhishi, can attack jade, I hope, can grow for the brand of more enterprise an one's pygmy effort.
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