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以战略为导向的品牌全案策划

福翠王:翡翠中的茅台 ——

国翠福翠王

案例引言:

21世纪翡翠市场竞争愈演愈激烈,在互联网的浪潮下,翡翠实体商店受到了微商的冲击,逐渐出现了冰火两重天的对立现象。翡翠作为珠宝首饰品类,兼具美观价值和投资价值,所以消费者最担心的问题是高价买到假冒伪劣商品。广州市福翠王珠宝有限公司主营翡翠挂件、玉雕摆件,已有三十多年的福翠王品牌如何顺应市场趋势?如何抢占年轻市场?如何让福翠王品牌从竞争品牌中脱颖而出,成为消费者心智中的“翡翠第一品牌”?


打造一个每个中国人都买得起的品牌


精准定位之后,龙狮策划团队为福翠王品牌完善了品牌体系。围绕品牌定位,梳理出品牌广告语、品牌核心理念一整套品牌传播体系。

福翠王广告语为“点翠人生”,“越有品位,越爱福翠王”。

福翠王品牌核心理念是“国翠经典,全民共享”。

龙狮策划团队还梳理出了“国大师”、“国礼”、“国藏”、“国粹”四点有力支撑品牌核心定位。




福翠王品牌策划

客户:福翠王

服务内容:企业调研 品牌战略制定 品牌体?#21040;?#26500; 营销推广 平面物料设计 终端设计 

创作日期:2017.06

品牌策划公司 > 案例 > 美容/服饰/珠宝

福翠王的核心优势与品牌战略


国粹——福翠王


福翠王四副主海报


福翠王品牌形象


福翠王LOGO


福翠王包装盒设计


福翠王海报


福翠王公交广告


公交站牌广告



福翠王官方网站


福翠王招商会


福翠王线下门店



福翠王线下门店




市场越激烈,越要寻?#19968;?#20250;

翡翠的价值一直在涨,不仅是因为资源的缺乏,?#25346;?#20026;越来越多的人开始注意到翡翠的投资价值,这导致了翡翠市场的激烈竞争。除了实体商店,还有微商、电商也开始抢占这一块大?#26696;狻?#40857;狮团队经过市场调研分析,发现了一个问题:翡翠在微商的销量创新高,实体商店销量却节节退败。这其中的原因是什么?

目前翡翠市场鱼龙混杂,许多消费者在网络上爆料,许多知名翡翠品牌价格虚高。消费者花了高价却买到了低质量的商品,这一点逐渐消磨了消费者的信任,让消费者转战到更加值得信赖的微商。因为做微商的是熟悉的人,所以更加容易取得信任。

那么,面对这一困境,福翠王应该如何突破?



打造一个每个中国人都买得起的品牌

基于前期的市场调研,龙狮团队洞察到了福翠王的机会。确定福翠王的定位方向是?#30418;?#36182;、高端、高性价?#21462;?#20174;品牌形象和产品两个方向同时思考品牌定位,品牌形象方面,给消费者的感觉一定是“信赖”、“经典时尚”、“高端”;从产品方面,“质量好”、“价格便宜”是消费者的最本?#24066;?#27714;。龙狮一直坚信,只有精准的品牌定位,才是成功的品牌。

从国酒茅台品牌,龙狮团队联想到“国翠?#38381;?#26679;一个概念,最后经过反复推敲,确定福翠王的品牌定位为“国翠经典”。“国翠”有3层含义,第一层是中国的翡翠品牌;第二层是中国人民的翡翠品牌;第三层是翡翠行业里的领导品牌。福翠王是全国人民都买得起的品牌,是人人都拥有的翡翠品牌。

“国翠经典”传递给消费者值得信赖、经典的品牌联想,这一定位拔高了福翠王在行?#30340;?#30340;地位,占领了“国翠?#38381;?#19968;空白品牌定位。



打造全面品牌体系

精准定位之后,龙狮策划团队为福翠王品牌完善了品牌体系。围绕品牌定位,梳理出品牌广告语、品牌核心理念一整套品牌传播体系。福翠王广告语为“点翠人生”,“越有品位,越爱福翠王”。福翠王品牌核心理念是“国翠经典,全民共享”。龙狮策划团队还梳理出了“国大师”、“国礼”、“国藏”、“国粹”四点有力支撑品牌核心定位。

在完善了整个品牌体系之后,在接下来的传播推广中,我们紧绕这这个中心开展所有的设计工作。

龙狮设计团队重新升级品牌LOGO,新LOGO的设计更符合“国翠”形象。



品牌主画面

福翠王内页案例08.jpg

大气古典的画面呈现“国翠经典,点翠人生”品牌意?#22330;?/p>


福翠王终端旗舰店设计效果图

福翠王内页案例13.jpg


项目总结

“一切品牌之争,都是消费者心智之争。”《定位》作者曾经这样说过。福翠王虽然现在并没达到“国翠”的地位,但是只要福翠王第一步抢占了“国翠?#38381;?#19968;定位,龙狮相信,在正确的品牌定位和营销推广下,福翠王一定会成为全国人民心中的“国翠经典”。

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