Wuyutai, a tea brand founded in 1887, is one of the first China time-honored brands.
Before the 2008 Olympic Games in Beijing, Wuyutai and six other time-honored brands were funded by the government to promote brand image and influence.
Hanloong was selected to cooperate with Wuyutai. In July of 2006, a specific team was built to launch relative research and investigation, topics ranging from brand loyalty, brand satisfaction, brand core value, brand influence, to brand composition, brand culture connotation, brand communication, and brand extension. The complete research lead to a brand promotion model that included service, culture, sport and experience.
To accompany with the promotion model, as the first step, Hanloong’s team established a set of brand recognition system, composed of visual identity, auditory identity, and the combination of these two.
Echoing with the Beijing Olympic Games, this system also introduced the ideas of humanity, science & technology, and green. As the second step, three promotion and media programs were created. Either to become a sponsor or retailer of Olympic Games, or to cooperate with other franchised stores were the main strategies.
By clear and targeted market segmentation, and by conscious and practical implementation, the project gained great success and was considered to be the best one among the seven time-honored brands by the funding government. This is a good example for the brand marketing promotion with big event.