http://www.labbrand.com/news.php LABBRAND China Consulting - News RSS Feed Copyright Labbrand China Consulting Ltd. Sun, 12 Oct 2008 07:26:27 +0800 http://www.labbrand.com/english/view_news.php?id=252-Labbrand-News-Happenings
Being on the forefront and being able to deliver innovative solutions to our clients means that we are always looking at what happens in the markets and being constantly attentive to our audience’s needs and questions.

In fact, this month, Labbrand has organized, in cooperation with The Executive Centre, a branding workshop titled “How to build a strong brand in China? Understand the market, seize the opportunity, design a long term strategy to keep your brand on the edge”. As the name suggests, we have focused on the aspects of branding that are more closely related to market research and have engaged attendees in asking, discussing and eventually understanding how research is the foundation to building their own brand.

Also this month, Vladimir Djurovic, Managing Director and founder of Labbrand, attended the “Fifth China Branding Roundtable” organized by The Economist in Beijing.

Want to know what’s going on in China in branding and innovations? Just contact us at: info@labbrand.com to see what Labbrand can do to rejuvenate your brand!]]> Fri, 10 Oct 2008 20:16:23 +0800 http://www.labbrand.com/english/view_news.php?id=252-Labbrand-News-Happenings http://www.labbrand.com/english/view_news.php?id=258-China-Youth-Media-ndash-New-Name-for-New-Strategic-Direction

Digicorp Inc, a China focused youth marketing and media Company has recently gone though a strategic change which will be soon reflected in its new name: China Youth Media. The move is viewed as the company’s foray into the world’s largest youth market. The new name will come into effect around October the 15th along with a new – undisclosed till now - logotype.

“The steps we have taken better reflect our shift in business strategy," commented Digicorp CEO Jay Rifkin. "By changing our corporate name to China Youth Media, our business, our mission and our message are aligned."

In fact, Digicorp has recently signed a long term Cooperation Agreement with China Youth Net, which gives the company a portal to tap into China 45 million young netizen surfing accessing the net via web or mobile.

The next to be China Youth Media will offer advertisers a great portal to reach this highly desirable segment through a dedicated campus IPTV network, campus events and advanced mobile marketing.

"We have an exceptional and unique partnership with the powerful Chinese government agency, China Youth Net, which oversees Internet activity for China's student population of more than 70 million young people between the ages of 14 and 28," commented Mr. Rifkin. "Our new corporate name, China Youth Media, better reflects the significance of this asset."]]> Fri, 10 Oct 2008 00:00:00 +0800 http://www.labbrand.com/english/view_news.php?id=258-China-Youth-Media-ndash-New-Name-for-New-Strategic-Direction http://www.labbrand.com/english/view_news.php?id=257-Air-China-Awarded-ldquo-Best-China-Airline-rdquo-for-the-Third-Time-in-a-Row
This year again, and for the third time consecutively, Air China has been nominated the “Best China Airline”.

The prestigious title was happily received by the airline vice president during the “16th Annual Business Traveler Asia-Pacific award”, hosted in Honk Kong by Business Traveler Magazine, and was thus assigned accordingly to the results of a yearly readers pool conducted and analyzed by Business Traveler Asia Pacific and Synovate.

The company claims its success to the investments made in brand building – and specifically in the efforts put in enhancing their offering internationally; to improve their capability; to offer a unique customer experience; and to point on service quality. It is not a coincidence that during these same three years the brand value has grown at a very fast rate - about RMB6.6 billion only in the past year – and has been rated by World Brand Lab as "China Top 500 most valuable brands" and "World Top 500 Most Valuable brands".
The Company is also the only China airline being named as a top brand worldwide.

It seems the brand has set its eyes on rising its brand ranking and conquer more customer worldwide. And among all the Chinese brands that are trying to succeed internationally, Air China is definitely among those that are gaining more plaudits.]]> Thu, 09 Oct 2008 00:00:00 +0800 http://www.labbrand.com/english/view_news.php?id=257-Air-China-Awarded-ldquo-Best-China-Airline-rdquo-for-the-Third-Time-in-a-Row http://www.labbrand.com/english/view_news.php?id=256-US-Magazines-Finding-New-Ways-to-Convey-Brand-Message
Every day hundreds of different medias report about what is happening in the world – so many in fact that it is difficult choosing a magazine over another to get own share of sound information. Winning market share is definitely an issue for every business but it seems that magazine brands in the US are catching readers’ attention by using quite unexpected branding strategies.


By promoting the brand name on unexpected media, through improbable associations or in though-provoking campaigns, these magazine brands aim to cut trough traditional messages and find a faster way to communicate with consumers and boost their image.

For instance, the Economist tells its readers about its comprehensive, close to earth analysis of worldwide events by building its new campaign on the Twister symbol (yes, the game).



The magazine campaign - “Get a world view” – includes also distribution of pizza boxes bearing the brand name and sponsorship of political satire in theatrical performances.


The Atlantic, instead, proves its though-leader identity in the “Think.Again” campaign which quite unexpectedly has produced videos featuring passer-by reactions to questions such as: “Is Google making us stupid?” and “Why do presidents lie?”



At the same time, the Atlantic brand goes real by promoting its name along daily life products: on muffin displays, restaurant menu boards and shampoo shelves of drugstores.


Obviously, brand messages thus conveyed are meant to reach media buyers and readers while they are relaxed – and more receptive – ie: where they eat, buy takeout food and shop.

Investing in promoting the brand names in the least expected places not only raise awareness but apparently also is proving to get readers interest and spur purchase. According to Mr. Smith, president for consumer media at the Atlantic Media Company in Washington, the issue featuring the Google article sold about double copies versus recent average.

A successful example of how thinking out of the box pays well in branding!]]> Tue, 07 Oct 2008 00:00:00 +0800 http://www.labbrand.com/english/view_news.php?id=256-US-Magazines-Finding-New-Ways-to-Convey-Brand-Message http://www.labbrand.com/english/view_news.php?id=255-Packaging-Design-to-Boost-Brand-Experience
A new trend in packaging design seems to be changing the beverage industry: sleek looks, green features and cool colors to make drinks “feel” better.

In fact, MillerCoors has followed Anheuser-Busch, Coke, Mountain Dew - just to name a few - in introducing trendy graphics and looks in aluminum packaging.

The new Miller Lite will feature an aluminum, recyclable bottle which in Miller Lite's vp of marketing opinion will make "the taste of Miller Lite even better - this package drinks like a bottle and cools like a can to deliver an invigorating taste experience".

However, the new drink experience comes at a cost – aluminum bottles cost more than their glass predecessors. On the upside, the well conceived design effectively helps in boosting the brand image particularly in the high end market. In fact, earlier this year brands such as Bud Light, Budweiser, Michelob, Michelob Ultra and Bud Light Lime launched with success metal bottles featuring similarly inspired design in night clubs and cool venues in the US.]]> Mon, 06 Oct 2008 00:00:00 +0800 http://www.labbrand.com/english/view_news.php?id=255-Packaging-Design-to-Boost-Brand-Experience http://www.labbrand.com/english/view_news.php?id=254-Chinese-Automaker-Got-Ruled-out-of-the-European-Market Chinese automaker Great Wall Motors – an up and coming Chinese car brand - will
have to slow down its march into the European market because of recent Turin

court ruling.

In fact, one of the latest Great Wall Motors model – GWPeri - has been banned from Europe on the ground that its design had been cloned on Italy’s legendary and hugely successful economy car – Fiat Panda - a model that started to gain great popularity throughout the 1980s.

GWPeri had been introduced at the Beijing Motor Show earlier this year. The model had immediately attracted Fiat’s critics because of its door design which looks almost the same as Fiat Panda ones. According to the court ruling, Peri “is a Fiat Panda with a different front end”.

Great Wall Motor has been ordered to pay 15,000 Euros in penalty and will be

fined 50,000 Euros for each model the company should continue to bring into the
European market. Needless to say, Great Wall Motor spokesman Shang Yugui complained that “Turin’s ruling is unfair and its only aim is to protect Italy’s own auto industry, as they are afraid the launch of Great Wall Gwperi may hurt the sales of Fiat Panda.”

Trying to capitalize on other brand identity has not proved to be a good plan for Great Walls Motors. In fact, although the ruling will not affect the sales of Peri outside of Europe, it will still represent a strong roadblock to the international growth of the Great Wall Motors brand.]]> Sun, 28 Sep 2008 00:00:00 +0800 http://www.labbrand.com/english/view_news.php?id=254-Chinese-Automaker-Got-Ruled-out-of-the-European-Market http://www.labbrand.com/english/view_news.php?id=253-Baidu-Brand-for-Sale-

Baidu Brand for Sale? Definitely not China Baidu! Has it ever occurred to you that there is another Baidu out there?

“Baidu Europe”, a small-sized, five-year-old Holland-based web solution service company, is now selling its 13 European domain names which are protected in 27 European countries and include Baidu.eu, Baidu.tv, Baidu.be, Baidu.nl.

The move has been taken in response to the mounting difficulties faced by the European company in front of China-based Baidu rising popularity which has brought the Chinese search engine to become the no.3 in the world.

Problems for Baidu Europe started in 2006, when the Chinese giant decided to be promoted in Europe by a Dutch company. From then on, Baidu has gained more visibility outside of China and promotional activities related to the recent Olympic Games have done nothing but increasing awareness for the Chinese brand.

Thus, considering the increasing confusion among the two brands identities managing Director P. Ufkes of Baidu Europe has decided to sell out the brand rights even though “Baidu Europe had gained a very good reputation during the past five years”.
Apparently, the company has received several offers so far and we wonder if the China-based Baidu is among them. If the China-based Baidu can get the deal, the road to branding in Europe will be a lot more easy. No wonder, Baidu Europe’s trademark representative told Forbes “We are not planning to approach the Asian Baidu. We expect it to come to us.”]]> Sat, 27 Sep 2008 00:00:00 +0800 http://www.labbrand.com/english/view_news.php?id=253-Baidu-Brand-for-Sale- http://www.labbrand.com/english/view_news.php?id=251-What-rsquo-s-Behind-Coca-Cola-rsquo-s-Bid-
We have reported in our September 5 news about Coca Cola 2.4 billion U.S. dollar bid to buy China's largest juice maker Huiyuan. Now, to answer the application Huiyuan and Coca Cola have filed to China’s Ministry of Commerce, Ministry spokesman Yao Shenhong announced that a hearing will be held to analyze if the deal falls in the realm of "normal economic activities" or if this will give Coca Cola a dominant position over other players in the industry.
While the two big brands wait for the deal to be approved, the general public – both in terms of consumers and other national juice maker brands - keeps on opposing this “marriage”. We wondered in our previous article about Coca Cola’s answer to the nationalistic reaction following the offer. Well, it looks like the soft drink giant does not want to let go.
Thing is, in the thousands of small cities and townships of China's vast rural areas foreign brands – and among them Coca Cola - have not been as successful as they would have wished to be. And, in this context, going after domestic brands can easily translate in a fast track to penetrate this huge market.
Yu Ming-yang, head of the Institute of Branding Research at Shanghai Jiaotong University, said that "Coca-Cola's offer represents an increased recognition of the value of Chinese brand names by foreign companies".
In fact, it is quite likely that more of these offers will pour on domestic brands having a solid position and brand recognition.
The question lying at the heart of Chinese consumers now is: will the domestic dear juice brand fade away after the acquisition – as it has already happened in the past to other brands swooped over by foreign giants - or will Coca Cola keep its word and inject Huiyuan with a good dose of brand building capitals?]]> Fri, 26 Sep 2008 00:00:00 +0800 http://www.labbrand.com/english/view_news.php?id=251-What-rsquo-s-Behind-Coca-Cola-rsquo-s-Bid- http://www.labbrand.com/english/view_news.php?id=205-Labbrand-News-Happenings

Labbrand proudly announces to have been appointed by Quiksilver to redesign the brand verbal identity in the Chinese market.
Labbrand has been tasked to create a name to represent the brand identity, as for its values of been daring, free spirited and natural while letting it speak effectively to its target audience: young, brave, fashionable and confident men.
Quiksilver new name will be launched shortly – be on the lookout for the developments of this fashionable, young brand in China!]]> Wed, 24 Sep 2008 14:48:24 +0800 http://www.labbrand.com/english/view_news.php?id=205-Labbrand-News-Happenings http://www.labbrand.com/english/view_news.php?id=246-Make-Your-Own-Google-Phone-

The mobile phone market is about to see a new entrant heating up the scene a little more: the Google G1, presented yesterday in New York by Sergey Brin and Lerry Page and ready to go on the market already by next month.

G1 will be the first mobile device carrying Google’s mobile software and is reportedly looking similar to Apple IPhone, with a large touch screen but a somehow less appealing design.

So what could make G1 successful in an already overcrowded smart phones’ market? Google is giving away the software that underlies the G1 for free – Android - to grant third parts developers and private computer geeks the opportunity to create their own phone with customized applications and programs.

What Google is trying here is to tap the mobile phone market while broadcasting a consistent brand image – the one of an innovator who also unleashes other’s creativity. Developers will be able to submit applications of own design to an online Google store which will apply minimal vetting.

Whereas Apple had made a similar initiative for the IPhone earlier this year, its control over applications has been quite tight and has ultimately averted software designers’ interest. On the contrary, the fact that third parties will be able to develop freely any kind of application for the G1 means that the mobile presented yesterday is just Google’s first step on the market and that the next months could see a proliferation of custom designed applications which could eventually give Google’s phone a competitive edge.]]> Wed, 24 Sep 2008 00:00:00 +0800 http://www.labbrand.com/english/view_news.php?id=246-Make-Your-Own-Google-Phone-