投稿類別 : 英文寫作類 篇名 : A Study of Brand Management ---Take Chai Li Won for Example 作者 : 黎印敔 國立武陵高中 高二 19 班 指導老師 : 陳盈潔
I. Introduction A Study of Brand Management ---Take Chai Li Won for Example A. Motivation There are plenty of brands flooding the market, and it is interesting that people combine a specific product with a certain brand. Speaking of coffee, we come up with Starbucks. When it comes to furniture, IKEA comes into our minds. Eager to know if a brand would affect consumers buying decision, and at the same time wondering whether other reasons would also have an influence, I decided to do an essay about it and chose Chai Li Won to be my subject. The reason I chose Chai Li Won is that it became the best-selling tea drinks in a short time after being first introduced in 2001. ( 吳淑鈴,2012). Surprised at its sudden success, I want to know what are reasons that cause consumers to become a fan of Chai Li Won. B. Objective of the Research and Methodology This essay is going to be divided into four parts: profile of Chai Li Won, brand identity, brand equity and person and social reasons. After giving an introduction of Chai Li Won, I am going to introduce Chai Li Won s brand identity by using the AFBP, a combination of four dimensions which enables consumers to identify a brand. At the same time, I will use Keller s brand resonance model to analyze Chai Li Won s brand equity. Then in the last section, I am going to introduce the personal and social reasons that may influence consumers to buy Chai Li Won. Through this essay, I hope to discover how Chai Li Won masters brand management and why consumers are in preference of this tea brand. II. Thesis A. Profile of Chai Li Won Started in 2001, Chai Li Won has been a good companion to office workers by truly presenting their lives and telling their stories in a witty and humorous way. Before Chai Li Won, there was not any beverage that was especially designed for office workers. However, studies showed that approximately sixty to seventy percent of consumers were office workers. Knowing this fact, Chai Li Won pioneered this new market and soon achieved incredible success. At first, it expected to profit fifty million dollars per year, but it surprisingly earned two point five billion dollars in the first year, five times more than its original goal. Then in 2002, Chai Li Won planned to profit seven billion dollars, and it almost met the standard after only eight months. From then on, the Uni-President Enterprises Corporation ranked Chai Li Won as the most precious mega-brand, whose annual sales is over five billion dollars, breaking the record of being as a mega-brand in the shortest time. 1
B. Brand Identity A Study of Brand Management ---Take Chai Li Won for Example A brand is a combination of name and mark intended to help consumers distinguish the products of one producer from those of others. ( 曾光華,2012) When it comes to Chai Li Won, most consumers think of its interesting name. In Chinese, Chai Li Won pronounces the same as Charlemagne, a king in the Middle Ages, and it also means the King of Tea literally. For consumers, a brand delivers not merely a name or a mark but a distinctive characteristic. So the interesting name establishes brand identity, an important goal of branding. Consumers perceive brand identity through four dimensions: product attributes, functions, benefits and personalities, which is also known as AFBP. Product attribute shows its characteristics. The internal attribute tells the tangible ones like capacity or ingredients, while the external attribute tells the intangible ones like product packaging and certifications. Product function is brought by attributes, offering an explanation for how each attribute works. Product benefit refers to what it brings to consumers or what problems it can solve. Product personality is an integration of the three dimensions mentioned above. Every attribute has its function, and brand attributes and functions cause the benefit, then the three dimensions mentioned above are a recipe for the personality. So I use an organization chart below to show how AFBP influences one another. Brand Attributes Functions Benefits Personalities The AFBP organization chart Now I am going to use AFBP to analyze what brand identity consumers perceive from Chai Li Won and figure out what characteristics stimulate consumers to buy it. Figure 1: the AFBP analyzing of Chai Li Won Attributes 1.Internal attributes: Tea leaves from Taiwan, Japan, Vietnam and Sri Lanka Three sizes: 600ml, 975ml, 1250ml 2
Picture B-1 (2017/03/07 retrieved from: http://www.cna.com.tw/news/firstnews/201411050112-1.aspx) Seven flavors (from left to right): Strong Oolong Tea, Strong Japanese Style Green Tea, Ching Sing Oolong Tea Sugar Free, Bai Ho Oolong Tea, English Tea, Japanese Style Green Tea Sugar Free, Taiwanese Style Green Tea Picture B-2 (2017/03/07 retrieved from: http://www.shs.edu.tw/works/essay/2012/03/2012032617195272.pdf) 2.External attributes: Certified by the Ministry of Health and Welfare Special product packaging: witty words about office workers Picture B-3 (2017/03/07 retrieved from: http://creative.adquan.com/show/34153) Functions Different sizes: 600ml is for an individual, 975ml is for an individual or more, 1250ml is for parties or gatherings Different flavors: most are for quenching or removing grease. Strong Japanese Style Green Tea can regulate one s blood lipid, Strong Oolong Tea can regulate one s blood lipid and prevent one s body fat from 3
producing Words on the product packaging have resonances for office workers Benefits Multiple sizes and flavors to choose from Quenching one s thirst Some ingredients contained do good to human bodies Drinking without worrying its quality Personalities Diversified: different sizes and flavors caters to different needs High-qualified: using tea leaves from specific places when making different flavors Creative: combining office workers daily lives with its products in a witty way No harm: products are guaranteed by the government Considering the form above, we can find that different sizes and flavors have distinctive functions, and they are key to diversity, providing consumers multiple choices. Also, we can infer that due to the special product packaging with some witty words about office workers on it, the brand leaves a creative impression on consumers. At the same time, Chai Li Won imports tea leaves from many places to make different flavors so that consumers think its tea drinks are of high quality. Finally, its tea drinks claim no harm to human bodies since the Ministry of Health and Welfare has guaranteed them. To wrap up, the brand identity of Chai Li Won is with a mixture of diversity and high-quality, full of creativity and friendly to human bodies. C. Brand Equity Brand equity refers to the incremental marketing effects or added values that accrue to a product with its brand. ( 曾光華,2012) It not only reflects how consumers think or feel about a certain product but also shows the price and market share of a product. So to the firms, brand equity is an important intangible and competitive asset, for it is customer-based. In Keller s brand resonance model (picture below), it points out that brand equity is a sequential series of steps. The brand salience is about the brand awareness, in other words, a brand should be quickly associated when consumers come to a kind of product. On top of the salience are the performance and the imagery, which are supposed to present certain images to coordinate consumers psychological and social needs. Next, the judgments and the feelings ought to achieve brand recognitions by building up strong positive responses to the consumers. Lastly, with true brand resonance, consumers would have a high degree of loyalty to the brand. 4
Picture C-1 (2017/02/09 retrieved from: https://thorinsthinkspace.wordpress.com/tag/consumer-based-brand-equity/) Hoping to know how Chai Li Won creates brand awareness and establishes brand bonding and loyalty, I use Keller s brand resonance model to do the analysis. Figure 2: Keller s brand resonance model of Chai Li Won Saliences Office subculture A brand of tea drinks Imagery Major aim at office workers Famous slogan: 回甘就像現泡 Performances One of the best-selling products in Uni-President Enterprises Corporation On the top of tea drinks market share The commercial 茶裏王 - 青心烏龍 - 好茶之旅 is in the top ten popular streaming videos on YouTube in 2013 Feelings Well-known brand Good Service: accepting online orders Creative commercials Innovative product packaging Judgments Low price compared to other brands Good portability: compared to aluminum-foil-packaging Unique skills in making tea: low temperature extract and unicellular green tea extract Health recognition: low sugar or sugar free Resonances Tea culture Taking the lead in tea drinks market share for years Brand loyalty Since 2001 when the brand was first introduced, it has gained public awareness and kept thriving. Now, when speaking of the famous slogan, 回甘就像現泡, consumers associate it with Chai Li Won intuitively. Also, by its commercials, we can find that Chai Li Won is targeting office workers market. To draw their attention, it makes good use of streaming videos and commercials 5
which picture their joy and tribulation, impregnating them with the feeling of being understood. In addition to utilizing mass media, Chai Li Won also takes good advantage of advertisements to reinforce its image, such as designing innovative packaging with some witty words about office workers on the product. Thus, Chai Li Won becomes an office subculture. At the same time, Chai Li Won chooses bottled-packaging, which enables us to put it into our bags if we do not want to drink it, even when it has been opened. However, aluminum-foil-packaged drinks do not go like this. Finally, tea is part of the Oriental culture, so it meets with acceptance easily, contributing to the high market share of tea drinks. To conclude, with good reputations and positive reactions from consumers, Chai Li Won s brand equity helps it enjoy the popularity of the public. D. Personal and Social Reasons Consumer behavior is the study of how one s purchase satisfies one s needs and wants. Generally speaking, consumer behavior is often impacted by both internal influences and external influences. Internal influences arise from personal reasons, including age, gender, income, occupation, lifestyle, motivation, perception, learning, belief, and attitude, while external influences arise out of the society, inclusive of culture and subculture, family, reference group, social class, and social role. After reading essays and articles at hand, I come to a conclusion that there are four major reasons consumers may take into consideration before they make a decision to buy Chai Li Won. 1. Lifestyle Nowadays, there are quite a lot of people eating out. Sometimes, the food is too greasy or salty. Hence, people would seek some drinks to get rid of the taste. Due to its light flavor, Chai Li Won is usually chosen. 2. Belief A belief is what we accept as truth. ( 曾光華,2012) Tea is believed to keep good health as it has proved to boost exercise endurance, reduce the risk of heart attack and help fight free radical. With the rise of health recognition nowadays, consumers show preference for the low-sugar and sugar-free tea offered by Chai Li Won. 3. Culture and Subculture Culture provides guidelines and standards for consumers to follow, so they tend to buy tea drinks instead of coffee or soda drinks since tea is the Oriental tradition. Subculture occurs when a 6
certain group of people share a specific interest, which also affects buying decisions. In the former section, we refer to Chai Li Won as an office subculture. From its advertisements and commercials, its image is embedded in our hearts that Chai Li Won is a part of office workers lives. 4. Social Class Different social classes have different products and brand preferences. As a general rule, consumers choose products that cohere with their classes. For instance, the upper class might prefer red wine to beer, or the lower class might choose beer instead of red wine. For the middle class, a product like Chai Li Won with an affordable price would be a fine choice. III. Conclusion The objective of this essay is to discover how Chai Li Won uses branding strategies and some certain tactics to attract consumers. First, from the AFBP, we can clearly see that Chai Li Won s brand identity is of good criticism. Since product functions, benefits and personalities all have something to do with product attributes, we can deduce that a company needs to put emphasis on product attributes first if it wants to win a good brand identity. Apparently, Chai Li Won has carried it out. Second, from Keller s brand resonance model, we can perceive that Chai Li Won successfully reaches the brand resonance. Thanks to its excellent performances and impressive imagery, it is easy for consumers to develop positive feelings and judgments, forming the nucleus of the brand resonance. Thus, the salience at the bottom should be solidified first so that the brand equity can reach the top of this model without a hitch, and Chai Li Won seems to have achieved it. Third, Chai Li Won stays prosperous through taking advantage of the tendency toward people s eating out and the awareness of keeping healthy. Also, it especially keeps an eye on its main market the white collared, improving brand loyalty by developing a good brand identity and brand equity. To sum up, Chai Li Won well understands how to master brand management and remains favorable to consumers. After knowing so much about it, I hope Chai Li Won can keep bringing joy to more people and reach further success in the future. IV. References 1. 曾光華 (2012) 行銷管理: 理論解析與實務應用 新北市 : 前程文化 2. 施泰嶽 (2004) 台灣不含酒精飲料產業通路結構改變前後品牌經營策略之探討 東海大學管理碩士在職專班 3. 柯丁輔 (2009) 包裝設計與品牌形象對消費者購買意願之影響 以茶飲料為例 國立中山大學企業管理學系碩士班 7
4. 吳淑鈴 (2012) 茶與健康: 包裝茶類飲料廣告呈現的生活型態與健康訴求 天主教輔仁大學大眾傳播學研究所 5. 蔡宗權 (2013) 品牌形象 品牌權益與品牌績效之研究 以平價服飾臺灣 UNIQLO 為例 中國文化大學商學院國際企業管理學系 : 碩士論文 6. 2013 Google 與 YouTube 品牌行銷排行 February, 9 th, 2017, retrieved from http://www.techbang.com/posts/16136-2013-brand-marketing-ranking-google-and-youtube-the se-videos-are-ad?page=2 7. 統一企業集團 PECOS February, 9 th, 2017, retrieved from http://www.pecos.com.tw/brands-%e8%8c%b6%e8%a3%8f%e7%8e%8b.html 8. Business Next. 茶裏王茶中封王行銷術 February, 10 th, 2017, retrieved from https://www.bnext.com.tw/article/6936/bn-article-6936 9. Time. 13 Reasons Tea Is Good for You. February, 10 th, 2017, retrieved from http://healthland.time.com/2012/09/04/13-reasons-to-love-tea/ 8