飲料行業從無到有的品牌創建(ppt 61頁)

飲料行業從無到有的品牌創建內容提要：
Why was the Left Bank Café brand born?
為什麼會誕生左岸咖啡館這個品牌？

President Enterprise’s dairy products were being sold under the “President” brand name, and for a long time had been unable to rise beyond second or third placed brand in the market.
統一企業的乳類食品都是以“統一”牌子出售，在市場上長期以來無法突破二、三線商品的形象。
The reason was that President was also marketing a great variety of other products under the corporate brand name, including not only food and drink products, but also insurance and even amusement parks.

原因是“統一”也有大量其他商品以企業的名字為牌子，不僅包括飲食，還有保險甚至娛樂場。

This led to confusion of the brand assets,
which caused a long-term problem for President’s dairy products, since they needed to convey a clear image of “freshness” and “expertise.”

這導致牌子混淆，給“統一”的乳類食品造成了長期問題，它們需要一個“新鮮”和“專業”的清晰形象。

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