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1、案例分析新品牌快速崛起的四大利器（Caseanalysisfoursharptoolsfortherapidriseofnewbrands）Caseanalysis:foursharptoolsfortherapidriseofnewbrandsChoosingwhotoclimbwithismoreimportantthanchoosingwhichmountaintoclimb!"Inthefirsthurdleofenterprisestrategypromotion,ShanghaiLoveCastleFur
2、nitureCo.Ltd.chosefarZhuobrandasitsbrandstrategicpartner.Thiscooperationhasmadethelovecastlebranddevelopbyleapsandbounds.Farfrombeingafamousbrandorganization,hebegantotakeoverthecastleofloveinthemiddleofJune2007.Atthattime,Mr.WangZhiqiang,chairmanofthecastleofl
3、ove,foundfarsuperior,andwantedtocooperatewithfarZhuocompanytobuildthebrandof"lovecastle".Atthattime,thelovecastleonlyfinishedthebrandnaming,withoutanypopularity.AccordingtoWangintroduced,beforelovecastlecompanyhasbeentoJapan'stopbrandsdoOEM,inrecentyears,alongw
4、iththepeopleofbrandawareness,brandwinningera,lovethecastlehasbeenmoreandmorefeeltheimportanceofshapingtheirownbrands,sofromtheoriginalOEMintothecurrentindependentbrand.Itiswisetocooperatewiththefamousbrand.Sincefiveyearsago,thecastleoflovehascometotheforeinthef
5、urnitureindustry,andhasbecometheleaderofthechildren'sfurnitureindustry.Lovecastlebrandawarenessandreputationrisingrapidly,hasbeenthesameindustry,massmedia,consumersalotofattention,atthesametime,salesandrisingday.Lovecastlecreatedamiracle,asmallbrandquicklybigge
6、rmiracle.Sohowdidthelovecastledoit?FarZhuobrandagencyishowtowieldthesword?PositioningdeterminesthesuccessorfailureofthebrandIntheinvestigationofthemarket,itisfoundthatsince90s,Chinesechildren'sfurniturehasbeenseparatedfromthefurniturefamily,andhasembarkedonaspe
7、cialized,large-scaleandindustrializedroad.Thechildren'sfurnitureindustryisanemergingindustry,isstillprofitable,therehavebeencompaniesinvolvedinhigh-profile,andmaintainedastrongmomentumofvigorous.Becauseofchildren'sfurnitureisexpensive,sobusinessespreviouslyused
8、bythe"pricewar"forthemarket,butconsumerdemandduetomigrationandconvergenceinthechildren'sfurnituredesignandworkmanship,the"pricewar"hasbeenslowlytothe"valuewar"tilt,"brandmar
