Brand Marketing
If It Could Be Done Over, What Should Evergrande Spring Water Have Done?
Reviewing the brand journey of Evergrande Spring Water, we believe it did many things right, but a proper brand positioning at the outset would have increased its chances of success. The brand correctly evolved the drinking water category by creating the natural mineral water segment, but it made critical errors in brand extension, competitor misjudgment, inconsistent slogans and endorsers, unrealistic positioning, and lack of category education.
张知愚