Ab Liquor Brand Core Value Extracted

The distilled spirit industry has been the time of competition, and enterprises pay more and more attention to the value of brand. However, many distilled spirit enterprises only pay close attention to the popularity of brand, them don't understand and attach importance to the core value of brand, so much distilled spirit brand are deficiency or vague in the core value of brand, and deficit in the core competitive power of enterprise. Therefore how an enterprise refines the core value of brand have became an extremely important subject, it is important significant to address the issue of how a distilled spirit enterprise can obtain standing competitiveness.The paper incorporates the current thinking and development on the core value of brand home and abroad. This paper, taking the customer brand knowledge as the cut-in point, analyzes the core value of brand, fundamental rules and step to refine core value of brand, which is provided theoretical support to refine the core value of brand.This paper reviews results of the customer value and discusses the distilled spirit customer value, it consist of functional values, symbolical values and experience values, which gives a reference to refine core value of brand for distilled spirit enterprises.The paper made a research on refining core value of AB brand. The paper analyzes the competitive business environment of distilled spirit brand all over country and consider that the middling distilled spirit market is a chance for new brand .The paper research the situation of commercial market with questionnaire survey and statistics in Xinxiang city of Hebei province, especially deep analyses consumer behavior, customers consumption mentality and wants with psychics method and means-end chain method, we find that consumer desire happiness in drinking. The paper also analyses the core value of competitive brand. The paper refine the core value of AB brand: enjoy and share.In addition, the paper offers the following advices to refine the core value of brand for distilled spirit enterprises: first, we should define the core value of brand to avoid brand becoming hollow. Second, to define the unique core value of brand we should seize on two key factory: distinction and focus. Third, we should see through customer' demands in their mind to define an emotional core value. And we should draw support from consultant to enhance ability to refine core value of brand for last one.This paper attempts to find out an effective way that distilled spirit enterprises refine the core value of brand through researching the AB case based on the existing studies home and abroad, offers theory guide and practice example to refine core value of brand for distilled spirit enterprises in a highly competitive business environment, and expects to help the them establish a strong brand.