Vitasoy

Table of contents | |

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Chapter | Topics | Page |

Executive Summary | 3-4 |

One | Company Background and Problem Identification 1.1 General Background of Vitasoy International Holdings Ltd 1.2 A Closer Look at Hang Seng Bank – SWOT Analysis 1.3 Problem Identification: Challenges Ahead of Vitasoy’s Corporate Branding 1.4 Summary Problem Statement 1.5 | 5-67-1111-12 |

Two | Literature Review: Corporate Branding 2.1 Definitions and Benefits of Branding 2.2 Summary | 1314-1616 |

Three | Analysis and Findings 3.1 The New Brand Equity of Vitasoy 3.2 70 Instant Message Packs | 17-1818-20 |

Four | Recommendations on Future Branding of Vitasoy | 21 |

Five | Conclusion | 22-23 |

Appendix 1: Hong Kong Awards for Services Won by Vitasoy | 24 |

References | 25-26 |

Executive Summary

Vitasoy International Holding Ltd is the largest local beverage manufacturer and distributor in Hong Kong in terms of market capitalization. With a history since 1940, Vitasoy has long established itself as a quality product brand in Hong Kong. In order to sustain its long-term business growth, Vitasoy sets its sight on the China market, with a progressive vision to be “the leading distributor and manufacturer in the Greater China” in the future.

Despite a strong brand name in Hong Kong, Vitasoy launched a brand revitalization program in 2010 to enhance its brand equity through a corporate look, new packing design, new brand proposition, etc, what should be done next in order for Viatsoy to achieve its brand success in Hong Kong is the focus of study of this paper.

To shed light on the discussion, literature on corporate branding is reviewed in this paper. Based on the branding framework promulgated by Schultz and Hatch (2003), a successful corporate brand is formed by the interplay between strategic vision, organizational culture, and corporate images held by its...