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Articles by kris
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Jiangxiaobai vs RIO: Rise vs Fall, What Did They Do Differently?
Brand is brand, marketing is marketing; brand is the ultimate business goal, while marketing is a series of means to achieve it. Is business failure the fault of brand marketing? Indeed, both belong to market operations, but there are inherent differences in sequence and market philosophy between East and West. Chinese companies often demand immediate results, while international brands typically build brand before marketing. RIO's failure stems from a vague brand positioning despite heavy marketing, whereas Jiangxiaobai succeeded by clearly targeting young consumers with a consistent brand strategy.
krisFrom Jiangxiaobai and Rio's Success and Failure: Which Comes First, Brand or Marketing?
A friend in the liquor industry sent an article titled 'Rio's Downfall: From a Billion-Dollar Product to Rapid Decline,' asking if Rio's failure was due to excessive brand marketing. This raises the question: is business failure the fault of brand marketing? Brand and marketing are distinct; brand is the ultimate business goal, while marketing is the means to achieve it. The article argues that Rio's failure was more a result of poor brand positioning than marketing tactics, contrasting it with Jiangxiaobai's success in the liquor market.
kris