健力宝为品牌注入文化（Jianlibao inject cultural brand）.doc

健力宝为品牌注入文化（Jianlibao inject cultural brand） Said Chinese know China drink from the Jianlibao started, I am afraid not for ever. Only a short while ago, from the city to the countryside, from the family table to the hotel banquet, all have the Jianlibao figure, during that time, Jianlibao has become almost synonymous with beverage. However, with the passage of time, in the beverage market brand today, heroes of the past were removed from the beverage brands in a sea. From about 1997 onwards, more and more people think that drink a great choice, but is a member of Jianlibao, Jianlibao in the rich world are characteristics of the beverage was not in fashion. When entering the new millennium, Jianlibao launched new packaging new image, and also arouse attention, also caused people to think: how can the Jianlibao and recover the old land, A good sword remains always sharp. Open up a new battlefield? People used to success as Jianlibao brand shaping, especially with the Hebei will be known as a Oriental magic than drink water but the decline has long been more persuasive, powerful people will believe it to keep fit, energetic. Matched with the Jianlibao, by sponsoring big sports events and sports stars as the spokesperson, in the general public, firmly establish the sports image and product function, complement each other, to form and all threads neatly tied up, deepening the concept of the brand, so that consumers drink drinks outside the mental satisfaction, therefore, it is absolutely internal Jianlibao success; however, we should see the rise of Jianlibao external, is mainly the market situation. And the changes of the market situation has become the impact of external development limited jianlibao. When the Jianlibao vacated born on the market, in addition to Coca-Cola, almost no other brand strength of the beverage, at that time, Jianlibao is not only a new Chinese beverage market, which also attract consumers, at the same time, it also won the world crown to the at