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1、QUANJUDEi. AbstractThis essay mainly discusses the brand equity and how can enhance the equity. I choose QUANJUDE as the example. Because I think that QUANJUDE build the brand equity successfully and extend many products about the brand extension. Whats more, QUANJUDE has the old Chinese classic ima
2、ge of the Beijing roast duck in the minds of consumers as well as the unique food culture image. Finally,I give some opinions about the brand extension to enhance the brand equity.ii. IntroductionAfter 1990s, the brand equity is concerned by the world, and becomes the new content about a brand manag
3、ement. In the Business war now, QUANJUDE with Chinese culture creates and accumulated their own brand equity successfully, and establishes the customer-based brand equity.Keller pointed out that a customer-based brand equity can be seen from steps to a ladder, and each step of ladder depends on its
4、previous ladders success. He proposed that the establishment of brand equity should through the four stages: brand identity, brand meaning, brand response, brand relationship. (Keller,k.l.,2001) Then, the establishment of QUANJUDE equity should rough the four stages, too.iii. Literature reviewWhen w
5、e talk about roast duck, we will recall QUANJUDE. This reason is mainly that people has a deeper impression about the brand of QUANJUDE. With the memory node of QUANJUDE, we will associate the whole duck chair, the first eat in China, and think “To the Great Wall-a Trip for Real Heroes, Peking Duck
6、at QUANJUDE- Food for Real Gourmets “and so on.QUANJUDE established the old Chinese classic image of the Beijing roast duck in the minds of consumers as well as the unique food culture image. Brand image is the one of the sources of brand equity. And another source of brand equity is brand awareness
7、. Brand awareness is the awareness of consumers, and forms an important dimension of brand equity. Quan Ju Des To the Great Wall-a Trip for Real Heroes, Peking Duck at QUANJUDE- Food for Real Gourmets . They want everyone know their roast duck as everyone know the Great Wall. When thinking QUANJUDE,
8、 people will remember the roast duck; When referring to Beijing roast duck, people will think of QUANJUDE.QUANJUDE builds brand image and increases brand awareness in the market, whose reason is that the customers can distinguish the Quanjude roast duck in a lot number of brands. And they establish
9、the unique feature of brand. The customers can recognize QUANJUDE in many brands. First of all, the reason is the name of brand. Its meaning is different from the other brand. At the beginning of setting up the company, the founder of QUANJUDE, Yang Quanren , felt that his name had a word of “Quan”.
10、 And secondly, Jude is the meaning about gathering virtue, and it can be advertised himself as doing business about virtue. So it is the meaning about the name of the brand .Later, Zhou Enlai explained that the meaning was “QUAN means perfection without a flaw, JU means gathering withoutdeparting an
11、d DE means virtue to be supreme” to promote the spirit about hard work, innovation and striving for excellence. Therefore, QUANJUDE is not only a brand name, but also a brand of spirit and culture which is different from the other brands. Brand pictures maybe change as well as advertising. However,
12、when time goes on, the brand should have the cultural image which is the important factors to make consumers to distinguish from other brands.The high quality and high technology of Quanjude roast duck has a long history known by the world, and is liked by many consumers. It think that it cant do wi
13、thout the companys management quality. The company uses the scientific management mode in order to improve the management quality. They successfully passed the expert, and won the title of National Premium Restaurant. Whats more, their high quality of its roast duck makes them to be the famous repre
14、sentative about the Beijing duck. QUANJUDE links the modern technology and the old traditional skill successfully. And it has the advanced equipment, and has its own special product line. Moreover, it has the strong cooking team, the experienced skills, and the training and examination for the new c
15、ookers. These make the good quality impression in the consumers mind. The impression about duck is fresh and unique. Every consumer can taste well-cooked duck.When QUANJUDE is mentioned, we will say that roast duck is good, mustard duck is fresh and spicy, and braised duck is hot and sour scent and
16、so on. Why do consumers think that Quanjude roast duck has the good taste in the heart? Firstly, consumers are at ease about Ulan-Udes the quality of raw duck completely. QUANJUDE selects Beijing raw ducks in the high quality. Varieties of Beijing ducks are good, and full body. Secondly, consumers b
17、elieve the skills and the technology of Quanjude roast duck. These individual shills are different from the other roast duck. And many people like eating the Quanjude roast duck. Finally, the unique products are so delicious that consumers cant forget them. Quanjude roast duck looks plump and good,
18、and the color was maroons and light. It tastes delicious, spicy and not greasy, so the customers distinguish directly from other brands of roast duck. With the cakes, onions, and sauce, roast ducks are more delicious which make consumer remember it.We can find that QUANJUDE has not only roast duck,
19、but also all duck banquet, the special dish, celebrity banquet and so on. QUANJUDE is the first service category Famous Chinese Trademark, the Chinese famous old. QUANJUDE with the title of the Old Chinese food, forms a unique Quanjude roast duck, the whole duck banquet and more than 400 kinds of th
20、e traditional Chinese cuisine together. QUANJUDE has developed to cover roasting, baking, rinse, Sichuan Style, Shandong Style, palace Style, Beijing Style and so on .They brought together the old brand catering in the capital of China. QUANJUDE changes the taste according to the local eating habits
21、, and constantly create the dishes. Now, QUANJUDE makes the Beijing Cuisines and the local classic food together, which forms hundreds of dishes to meet the different needs of customers. QUANJUDE is a traditional cuisine brand with Chinese characteristics, and is loved by the heads of state, governm
22、ent officials and the consumers in the different community. It becomes the outstanding representative of the Chinese culture food in the eyes of the customers.In the minds of consumers, the traditional Chinese cuisine of QUANJUDE also reflected by QUANJUDE environment. The QUANJUDEs environmental an
23、d cultural orientation fully reflects the diversity and richness of culture. QUANJUDE use the service mode of Beijings waiter, the traditional square table, the blue tiles, the wooden loft, the old-fashioned gramophone, and the black counter along with the enthusiastic guy shouting. That all give th
24、e feeling of the traditional cultural environment to consumers. QUANJUDE constitutes a unique culture in the minds of consumers that perfect integration of the brand value and cultural taste. When people consume in QUANJUDE, they enjoy the Quanjude roast duck. At the same time, they also can feel th
25、e traditional Chinese culture, and established the image of the traditional Chinese food culture in the consumers mind.QUANJUDE establishes a good relationship with customers. QUANJUDE has the high quality of products and services, a good reputation from generation to generation, and the unique cult
26、ure with Chinese characteristics. So these make QUANJUDE stand in the minds of consumers about hundreds of years. Once, QUANJUDE showed the art exhibition about the non-material cultural heritage. They show the Quanjude roast duck art, clay, paper cutting the paper, feeder, cloisonne, bar-Martin Kit
27、e, Beijing silk persons skills and so on. So, QUANJUDE use the Cultural Marketing which spears the Chinese traditional culture. This attracts more and more Chinese and foreign gourmets, the elder and the younger. When QUANJUDE let them eat and enjoy food, people can directly feel the permanent charm
28、 of the culture about Beijing City, and like it. The more like people to QUANJUDE, the more loyal people have to QUANJUDE. Particularly, QUANJUDE opened the restaurant about the Olympic theme. The restaurant is full of fashion, quality, special cultural flavor, which gives a whole new experience of
29、products and services. Whats more, QUANJUDE is loved by mainstream consumers, especially younger.(Xiang Yinshi, 2008.6)When brand equity accumulated to a certain extent, the enterprise must open up a new product or new market by taking advantage of existing brand equity. That is the brand extension,
30、 which is the important way to accumulate and enhance the brand equity.The meaning of the successful brand extension to enhance an enterprise of brand equity is important. A brand extension is when a firm uses an established brand name to introduce a new product.(Dr.Klairoong Hawa Phairor, 2010) Lu
31、Taihong explained about brand extension: the brand extension is that, on the biases of the original brand status, transfer the original brand into the new market about the other products or services, and apply in the new market segments to achieve the less marketing costs and occupy a larger market
32、share. In the brand extension, a company use the parent brands good reputation and influence, so its new products can quickly enter into the market.(Lu Taihong, 2002) Because the brand extension can quickly increase the consumer awareness of new products through using the existing brand awareness. A
33、t the same time, an enterprise also reduces the cost of new product introductions. Brand extension brings freshness and vitality to the existing brand, and expands the business areas, and meets the consumer needs. It provides the more choices to consumers, and expands consumer groups. So the success
34、ful brand extension increases not only the original brand of good reputation and influence, but also the probability of the brands market. I think that a good new product extension can bring success to the good reputation of the original brand, and increase the brand awareness. It is good to the bra
35、nd reputation, too. The advantages of brand extension show the brand extension is an important business factor to enhance brand equity.According to these, the famous QUANJUDE also choose the brand extension.First of all, QUANJUDE selected line extension. The main products of QUANJUDE is roast duck,
36、so the company introduced Quanjude Mustard Duck Web, Quanjude Seasoned Duck Gizzard, Quanjude Crystal Duck Delicacy, Quanjude Boiled Duck Liver, Quanjude Hot and Spicy Shredded Duck Wing, Quanjude Quick Fried Duck Heart and so on. These are similar to the same level with the Quanjude roast duck, and
37、 the orientation of product extension consists the original product positioning. It enriches the companys products and meets consumer demand. After, QUANJUDE also selected category extension. We can find that it introduced the traditional Chinese food. For example, the rice dumplings are the food in
38、 the Chinese Dragon Boat Festival; the moon cakes are the traditional food in the Chinese Mid-Autumn Festival etc. QUANJUDE also packages products to become the Quanjude gift. These are also loved by the consumer and very much and popular in the market. Moreover, QUANJUDE enhance the brand equity.Ac
39、cording to the accumulation for the QUANJUDEs brand equity and brand extension, and brand extension knowledge, I have some own ideas.QUANJUDE brand extension is successful, and it attracts many consumers. In the minds of consumers, brand extension also increase the brand awareness. So, if QUANJUDE w
40、ere to want to strengthen the brand equity, brand extension could achieve success through this means.After researching the information about QUANJUDE, QUANJUDE do not have the breakfast products. Firstly, QUANJUDE is famous for its roast duck, we need its characteristics. So breakfast should be rela
41、ted to the duck.Secondly, QUANJUDE publicizes the traditional Chinese food. The Chinese breakfast is mostly porridge or noodles. So I like that QUANJUDE can put duck into porridge and noodles, for example, duck porridge and duck soup noodles. I think that this product is related to the duck, but als
42、o continues to spread the QUANJUDE about traditional Chinese cuisine. It will attract more consumers.iv. Conclusion In conclusions, the brand equity is very important for a brand. It can increase brand loyalty, and make the more profitable business, but also provides the condition of the brand exten
43、sion. Although QUANJUDE has been established the brand equity with the high brand resonance, QUANJUDE used the brand extension to enhance its brand equity. For the brand extension, brand extension has a lot of ways. So we should choose their own method based on brand characteristics. It is worth not
44、ing that the brand can not be over-extended, and choose the way carefully. So the success of brand extension is an important way to enhance brand equity.v. ReferencesDelicious food: the best delicious roast duck in BeijingWorth product: the experience skills, the good quality management, the healthy
45、 foodFeelingPerformanceImagerySalienceResonanceJudgmentsThe Chinese traditional food: extremely loyal consumer, giving time, energy, and money to QUANJUDE.Comfortable and delicious: the delicious food, the comfortable environmentTradition and fashion: the Chinese tradition culture and food, the deve
46、lopment of prodcutHigh awareness: mostly commonly, recall roast duckKlairoong Hawa Phairor(2010).”strategic Brand Management”. The University of Greenwich Press, pp.59Keller,K.L.(2001). ”Building Costomer-based Brand Equity”. Maketing Management, pp.15-19Lu Taihong (2002). ”The model and method of Brand Equity”. Sun Yat-sen University Press.Xiang Yinshi(2008.6). “Talking the food marketing strategy from the Quanjude” Journal of Contemporary Economic