Articles by 陈行军

A Look at Those Mismatched Beverage Brands

Normally, a product's packaging design, theme slogan, and endorser should be consistent and mutually reinforcing, but some domestic brands or products are completely disjointed, especially in common beverages. Over time, this will cause great harm to the product, the company, and the brand they intend to build, having only negative effects and making it difficult for the enterprise to sustain itself. The reasons for this phenomenon, in the author's view, include: 1. Long-standing manufacturer mindset; 2. Company owners' personal preferences; 3. Neglect of brand marketing planning.