The Development Of Wang Laoji Brand Of Guangzhou Pharmaceutical Group

2011to2012,"Wang Laoji" brand experience special brand leasing-recycling process, the leasing business. Guangzhou Pharmaceutical Group recover the "Wang Laoji" trademark use rights which was lent to JDB Group for15years through legal means.General tort cases, from2000to2010, the "Wang Laoji" brand growth mainly created by the Lessee, Guangzhou Pharmaceutical Group almost did not need to invest to get the brand value of the benefits of growth. Guangzhou Pharmaceutical Group plunder the achievement of JDB Group through legal means, and this "tort" is unique that Lessor gained extra advantage of the Lessee by unfair means.However, studies have shown that the distinguish degree between Wang Laoji of Guangzhou Pharmaceutical and the red cans of tea of JDB is insufficient. Which make the JDB transfer to the new JDB original the "Wang Laoji" brand value "red cans herbal tea". Guangzhou Pharmaceutical Group will separate the operation of the two companies."Wang Laoji" brand, also bought the brand operation hidden. Guangzhou Pharmaceutical Group continued to re-enact "Wang Laoji" brand strategy, return to guide consumer behavior, marketing strategy, and a chance to enjoy the value of108billion yuan to the enterprise value.Through the stages of the structural equation modeling analysis, which confirm that the "consumer satisfaction and brand awareness, consumer behavior" in the "Wang Laoji" brand has a strong vitality,"Wang Laoji" brand value growth depends on this model. At the same time,"Wang Laoji" brand attribute recognition of consumer behavior have a strong guiding role, should strengthen "Wang Laoji" brand and other brands in the aspects of the construction of difference. While consumers " value " is required for the formation of "brand awareness", can guide the consumer behavior tend to "Wang Laoji". Consumer study " red tin tea " consumer behavior disposition to " Wang Laoji" have positive effects, suggesting that JDB "red tank tea" lack of distinctive brand image," Wang Laoji" open and distance, the wide drug group "Wang Laoji" brand building based on. However, study on strong campaign "Wang Laoji" has a significant negative impact.Phased structural equation modeling analysis, to confirm consumer satisfaction-brand awareness-consumer behavior has a strong vitality,"Wang Laoji" brand."Wang Laoji" brand value growth depends on this model. At the same time,"Wang Laoji" brand attributes identify consumer behavior have a stronger role in guiding, should strengthen the building of the differences."Wang Laoji" brand and other brands in the property. Consumers "value recognition" formation "brand awareness", only to guide the behavior of consumers tend to "Wang Laoji" Consumers JDB the red cans herbal tea "consumer behavior tend to have positive effects,""Wang Laoji" implied JDB red cans herbal tea is not enough distinctive brand, opened with "Wang Laoji" distance, which is based in Guangzhou Pharmaceutical Group "Wang Laoji" brand building. However, the significant negative impact of the JDB strong propaganda "Wang Laoji"Therefore, as a reflection of "Wang Laoji" brand "JDB" era, Guangzhou Pharmaceutical Group should take the brands strategic thinking of the following:First, emphasizing the herbal tea "medicinal" strengthen attribute recognition; Second, strengthen the channels of control, to gain market share; Third, vigorously promoting the trademark rights regression, and strengthen the concept of "authentic"; Forth, paying attention to the consumer experience, in order to improve consumer satisfaction; Firth, fullfilling the "health" concept to expand the brand value.