Success of Local Hong Kong Brands
...ith a product, service or company. When a particular product comes to mind, the customer has a precise picture in mind. What do you want the customer to think about when seeing your product? In other words, what's distinctive? Vitasoy mainly markets nutritional beverages, including the well known soy-bean drink, Vitasoy, and a wide variety of drinks including juices and teas. When consumers think of Vitasoy, they have a concise picture of a healthy beverage that is readily available, dependable, and very affordable. Café de Coral is a market leader in the Chinese fast food sector, with its catch phrase, ‘achieving a hundred points of excellence’ and the variety in Chinese and western cuisine, it is able to meet the tastes and budgets demands of its customers. When it comes to fast food, Café de Coral has the image of fast, quality food at a warm and welcoming atmosphere. Giordano has undergone transformations in the marketing of its brand and its image of apparels. The image of Giordano is trying to portray across to its customers is world without boundaries, everyone is welcome at Giordano. Dozens of retail chains have disappeared for a variety of reasons. ‘Near the top of the list is a lack of clarity when it came to differentiation. If customers do not have a clear understanding of why they should shop at a particular chain, they will go elsewhere.’ Giordano is one of the first Hong Kong apparel brands that have taken the western approach in marketing its products with a strong focus in customer service. In fact, the products at Giordano has not changed a great deal s...