Week7 discussion

Two brands have negative impression:

1. WeChat
2. Samsung

Why is the brand conceived negatively?

WeChat: bugs in the application, privacy concern as well as the censorship of the app

Samsung: safety of the products. The company has involved in the Korean President corruption scandal

Does this brand need to be rejuvenated?
Yes.
WeChat: Need to adapt in the local market, accommodate the local needs.
Avoid the censorship

Samsung: re-build the brand to be more positive

Group members:
Chan Nga Yan, Hazel 1155081733
Liu Tung Mei, Cynthia 1006601593
Poon Lok Yi Joyce 1155082158

Group discussion about negative brands

LU Yi  (Cathy) 1155082008

WU Yue (Alisa) 1155081703

SONG Shuyi (Susie) 1155081864

YU Jin (Joyce) 1155081945

XU Xieyi  1155084062

Negative brand:

#1 Samsung:

       

       Why:

1. The price is unstable, the price will be down in short period and after the new product comes out, the old product will at a low price immediately
2. Lots of negative news
3. After-sales service is not as good as Apple 
4. After using Samsung, consumers will reject Android and prefer IOS
5. Inconvenient and uncomfortable UI and UX

        Rejuvenated：

1. Enhance the stability of price
2. Solve the safety problem
3. Improve the UI and UX of product by site visits or interview to know the insights of consumers.
4. Improve public relationship by using external communication channel and build good relationship with media agency

#2 木九十(an emerging glasses brand)

       Why:

1. Poor quality
2. Unreasonable price 
3. Unfriendly customer services
4. Poor people management such as unprofessional employees 
5. Copying other brand’s design

       Rejuvenated

1. Improve the product quality and make it more cost-effective
2. Enhance the customer services 
3. Improve independent design capability

W7-Group discussion: Alipay, Baidu search engine

Group member:

Shuangyi,Li

Yinting,Li

Zhixin,Zhang

Siyu,Chai

Wei,Li

Brand 1: Alipay 支付鸨

Why: Sexual connotation, sexist

News:

http://breakingnewslive.net/news/alipay-accused-of-pimping-with-its-new-social-media-feature?uid=118175

Action: Alipay should stop develop this function and respect sexual equality.

Brand 2: Baidu search engine, Wei Zexi Incident魏泽西事件

Why: Baidu has come under fire for allegedly selling listings to bidders without adequately checking their claims.

News: http://www.bbc.com/news/business-36189252

Action: On the one hand, Baidu should strengthen supervision over ads.

On the other hand, Baidu need to lay emphasis on charity organizations to rebuild its brand image.

W7 Group discussion-Negative Brands:MOMO/ MCK

Group members: 
Chen ye, 
Sun li, 
Zhang Xuanting,
Lun lixin, 
Yu yun

-The name of the negative brands:

MOMO/MCK （陌陌、麦肯基）

-Why

陌陌MOMO

It identifies itself as a stranger social tool.

But people always link it with one night stand, having the image of sex activity.

Don’t consider it as a normal social media

麦肯基MCK

Similar product as well as the brand name with McDonalds and KFC, which is considered as a cheap copy brand.

However, it’s popular in tier 3 or less developed cities in China, also it’s said that it had opened more than 300 restaurants in Taiwan.

-Rejuvenated

陌陌

One possibility: rebuild itself as a normal social tool like WeChat…

Another one: transform itself as a dating social tool, cooperating with  珍爱网 or 世纪佳缘 to establish healthy and positive relationship between strangers.

麦肯基

First of all, it should completely change its name, distinguishing itself from Ms and KFC. It should set up its own brand image as a unique fast food restaurant.

If the name cannot be changed due to the copyright issue, we suggested it change its product, stop selling fried chickens like KFC, but starting to develop a new healthy fast food menu. Also it should match its slogan: Combing Western and Chinese Food, therefore it should really focus on this feature and provides corresponding food.

Group discussion - week7 Samsung & Baidu

- Samsung

1. Quality problem: Galaxy Note 7 explosion; 

2. Made difference between areas: Samsung recalled Note 7 in USA but claimed that product sold in China had no battery fault.

Yes, Samsung really need to rejuvenate its brand.

1.Manage the N7 explosion crisis thoroughly, including apology, compensation and commitment for improvement;

2. Hire a third party appraisal institution to identify the quality of all its products and release the result to the public;

3. Recruit new employees to build a young, active and innovative image.

- Baidu

A news of a student who died  of cancer attracted people's attention to Baidu's paid listing services. He was misled by an medical advertising on Baidu and chose a wrong hospital to treat. This news reveal Baidu's  paid search medical advertising help those fake medical organizations to sell their products which are harmful or mislead patients .

Yes, Baidu really need to rejuvenate its brand.

1. Modify the bidding ranking mechanism, distinguish the advertisement and nature search results clearly.

2. Set higher standard for the advertiser filter.

3. Raise the social responsibility sense as a leading company in searching field, Internet field, technology field in China.

Group Members

Weiting WANG 1155081820

Wuyi DENG 1155089216

Kejin WU 1155081995

Yibing SHEN 1155081938

Jingfan ZHAO 1155081873

Ziyi GAO 1155080948

Group discussion for Week 7

1. List the names of two brands you have a negative impression of?

• 陌陌 ( a social APP)
• 椰树牌椰汁

2. Why is the brand(s) conceived negatively?

• 陌陌
• Bad brand image which is in relation to hooking up
• 椰树牌椰汁
• Ugly outer package and inappropriate advertising design

3. Does this brand(s) need to be rejuvenated?

• Yes

4. If so how should it be rejuvenated?

• To redesign the outer package and advertising strategy

Group members:

DAI, Zhuo

ZHU, Shiman

SU, Tong

HUANG, Lei

LO,pui ching

ZHANG, Xiaoyi

Group discussion - Ctrip & Miniso

1. Ctrip

Reason:
Bad experience when purchasing online air tickets

How to do:
Timely apology and compensation;
Take solutions to increase credibility of image

2. Miniso

Reason:
Counterfeit copycat;
Bad quality

How to do:
Raise the product quality;
Increase the original design


Group Member:
Blanca, ZHANG Wen 1155082015
April, XU Xin 1155089254
Joyce, WANG Yiqi 1155081724
Angelene, LYU Xiaolin 1155081812
Deborah, QUE Yuen Ying 1155082157
Jessica, WONG Cheuk Yi 1155087519

Group Discussion - Brand Rejuvenation (•̀ω•́)✧

Baidu

Why: Fake advertising, sem, too much bundled software

How: Improve the searching efficiency and user experience (like users can choose to ignore the advertising); do some charity.

Ctrip

Why: Too many reserving mistakes, fake ticket information, dishonesty

How: Increase the transaction transparency, customer service, compensation,

Group Members:
_(•̀ω•́ 」∠)_

Feng, Yuan (1155081930)
Gao, Ye (1155082077)
Luo, Zhaohui (1155084240)
Shi, Tingrui (1155082223)
Wang, Jin (1155088181)
Xu, Shuai (1155081710)