官燕棧雞精

The major weakness that deters 雞精 from being more widely-accepted is its taste. The taste is so weird like water down soy sauce and oyster sauce combined. Good thinking to come up with a 雞精 that tastes better to challenge the leader, 白蘭氏. However I wouldn't have launched it under the brand name, 官燕棧. The name is too associative with 燕窩 and it doesn't give credibility for 雞精. I would either go for a new brand name or use endorsement branding, i.e. a new name endorsed by the mother brand. The mother brand become secondary and acts as a quality assurance to consumers.

Comments

Anonymous said…
as seen from the shelf, it's sold under the sub-brand 'Yeung San Wui'. it's a kind of endorsement branding?
10:33 pm
Louis Lau said…
You may call this endorsement branding. In this case, the question is whether the mother brand is a good endorsement or not.
12:00 pm
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