1. Yanjing Beer in AmericaErika Friedmeyer and Brynn Erb

2. Contents Introduction and firm background Brand Creation and Positioningo Brand Relationshipo CBBEo Competitive Frame of Reference Brand Buildingo Brand Elementso Brand Marketingo Secondary Brand Associations Brand Measuringo Brand Value Chaino Brand Equity Management Systemo Brand measurement Techniques 3. Contents Branding Strategies o Brand Architecture and hierarchy o Extending Strategies o Sustaining Strategies o Expanding Strategies SWOT Analysis Conclusions and Recommendations 4. Company Background Yanjing Beer Group est. in 1993, but brewery founded in 1980 in Beijing Produces a variety of beers Entered the US market in 1999 with the help of Harbrew Importsserving as the US distributor 5. Customer BasedBrand Equity Brand Relationship: MonolithicIdentityMeaningResponseRelationship One of High-quality, Consistent LoyalChinasunique and High-quality Customerlargest beer distinctive Affordable Basecompaniesbeer Bilateral TraditionalRelationship 6. Competitive Frameof ReferenceTarget Chinese expatriatesMarket General Americans TsingtaoDirect Bud Light, Miller LightCompetitors Budget import beers (eg Corona) Points of Lager Parity Affordable Chinese ImportPoints of Traditional Difference Certified Green food Chosen by Chinas elite 7. Brand BuildingMemorabilityMeaningfulnessLikeabilityAestheticallyDescriptive Green Bottleappealing, not(beer)taste appealingWhite and RedNew, Foreign, ChineseLabelDifferentEasily recognized 8. Brand BuildingTransferability AdaptabilityProtectabilityGeographicallyName and logo transferable, but Many people drink beerprotected difficult due to Chineseinternationally taste and nature 9. Brand MarketingCompete with domestic beersNot too expensive, not too cheap Pricing Strategy Product StrategyIn US, value slightly higher than qualityMass customizationNo loyalty programs 10. Brand MarketingChinese RestaurantsHigh end Channel supermarkets like Central Market StrategyCommunication Strategy Events/CampaignsPromotionsAdvertising (brochure and leaflets) 11. Secondary BrandAssociations Geographic China Events Basketball(Sports) Olympics Gloria Wong (China) Endorsement Yao Ming (desired for US) 12. Brand Value Chain Marketing Investment GrowingCustomerMindsetLow MarketLow, but Performance growing ShareholderHighValue(China) 13. Brand Equity Management SystemBrand Equity CharterFirm view of the brand equity Scope of key brands Actual & desired equity for the brand Brand measurement system?Brand management programs ?Poor treatment of the brand X Brand Equity ReportBrand Equity? ResponsibilityUnknown, but likely 14. Brand MeasurementBrandFreePersonality Association Frugal Chinese Reliable Convenient Social Doesnt appeal toforeign tastes 15. Brand Measurement BAV Approach PowerNiche/UnrealizedLeaders/DecliningPotentialLeaders Brand StrengthYanJingNew/UnfocusedEroded Brand Stature 16. Brand ArchitectureBeer Draft Beer Party BeerAlcohol-free BeerIce Beer Specialty Beer 17. Brand Hierarchy Yanjing Beer GroupYanjing Beverage Yanjing BeerYanjingDongdongAlcohol-freeDraft BeerParty Beermilky Teas Juices Beerbeverage 18. Extending Strategies No evidence for US extension of any kind Channel extension: started offering for sale insupermarkets, rather than just restaurants 19. Sustaining StrategiesReinforcement Adjustment Revitalization Houston Price Increase New bottlesRockets ProductScience GlobalMarketingdept. 20. Expanding Strategies New packaging attempting to reach white-collar,upper-class consumers Entering new markets (US, Europe, Asia, SouthAmerica) and channels From Asian-Americans to Americans as a whole 21. SWOT AnalysisStrengths Weaknesses Strong baseNew CapitalTaste Foreign appeal Finding channels NewOpportunities Threats Niche Market Major U.S. beer Price competitive companies Offer other drinks Other foreignas well drinks 22. StrategyRecommendations Find a niche market before expansion Continue/expand sponsoring sporting events toappear more mainstream American Marketing highlighting bringing together US and China