Brand species and biological species have identical survival philosophy:

Meikao¡¯s Eco-brand system is the unique brand establishment system developed and owned by Meikao that is adapted to the conditions of China. Its essence is to look brands as species with life, and only those brands that are the most fittest to the surrounding ecology (macro-ecology, competition ecology, consumer ecology, policy ecology, supply chain ecology etc.) can become healthy brands. Meikao system possesses systematic tools and procedures, using which we establish powerful brands that fit the ecology of future through brand DNA reconstruction (positioning, core value, personality, benefits, and brand inheritance etc.) and through the integrated marketing project that is in step with the reconstruction process.

The establishment of Eco-brand system has five steps, i.e. inspecting ecology, searching resources, establishing a vision, reconstructing DNA and developing legends.

I. Inspecting Ecology

Charles Darwin has already proposed in his book ¡°Origin of Species¡± that only species that are most fittest to the ecology can survive the fierce survival competitions. Likewise brands also have life and brand species must also fit the surrounding ecological environment, especially the future ecological changes, for the purpose of survival in the long run.

Meikao¡¯s unique ecology inspection procedures can help enterprise scan macro-ecology, competition ecology, consumer ecology, policy ecology and commercial supply chain ecology etc. penetrate surrounding environment especially the changes in it, therefore enterprises can establish their brand vision against present and future ecologies, and can adjust corporate and brand strategy to develop healthily in fierce competitions.

II. Searching Resources

Like life-forms that consume resources, brands also consume corporate and social resources. But in the brand ecology, the most important resources are invisible, that is, the ¡°consumers¡¯ perception¡±.

To be simple, consumers¡¯ perception means how consumers think of things, which is influenced by politics, economy, education, culture, experience, event, religion, media and other factors, and it is very subjective, i.e. what recognized by consumers is not necessarily true or right.

The resources of consumers¡¯ perception are like the landscape in the brain of consumers. Shrewd companies can make use of the existing landscape in consumers¡¯ brains to interface their own resources to consumers¡¯ perception, which often achieved remarkable results. On the contrary, if advertising is regardless of the landscape in consumers¡¯ brains, even good brands will not be favored by consumers.

The perception of Chinese consumers is exceptionally profound and complex, just like in some region, dialects are not understood across a river, Chinese consumers¡¯ recognition has different distinctions in different regions ¨C there are differences between north and south, west and east, coastal regions and inland, neighboring regions; Distinctions are apparent even between new citizens and old citizens in the same city. Experiences for more than 10 years enable Meikao to grasp the commonness and individualities among Chinese consumers. Meikao helps companies to compete for the resources of consumers¡¯ perception, and then uses these resources in positioning, communication, public relations, promotion, packaging and a series of activities to communicate with consumers, so that the brands will differentiate themselves and stand out in competitions.

III. Establishing a vision:

Multiplication, expansion and growing power are inherited desires of any biological species, likewise, any brand also has the intuitive desire to grow powerful, which comes from the ruler of brand carrier (such as entrepreneurs). But the desire of brands is not without constraint. It must conform to the ecological environment and resources of the brand. To give a more precise definition for the desire of brands, we can introduce a proper noun ¨C brand vision.

Brand vision has direct impact on the brand¡¯s development orientation and how to use resources. Not just a simple slogan, but brand vision is an exceptionally imaginative brand objective and implementation approach. In the present commercial society, the similarity phenomenon has been very serious, similar products, similar marketing, similar brands, more and more brands are of no apparent distinctions in the eyes of consumers.

Differentiation becomes a necessary foundation for survival, while differentiation must begin with the desire of brands ¨C brand vision.

From Microsoft¡¯s dream in the garage that everyone will use its software, to Starbucks¡¯ dream to make the whole world experience the coffee culture, from Olympic Games that involve the participation of the whole world to Sony¡¯s entertaining all human beings, when we look at the giant brands in the existing world, almost all of them are the result of using imagination to establish a vision. Meikao¡¯s imagination is not only exceptional, but also practical. During this process, Meikao will help enterprises to establish brand visions, which will be realized in a creative approach. This is the ultimate driving force behind a brand¡¯s sustainable growth.f¡£

IV. Reconstructing DNA

The evolution of biological species relies on the variation of inheritance matters, while man is also evolved from ocean life-forms. Likewise, the development of brands is also through the evolution of inheritance matters of brand. Almost all existing brands with a history over 100 years have undergone numberless renewal and changes before they appear in their present status, and its content is not inborn.

Due to the characteristics in inheritance matters of biological species, the inheritance matters existing in each cell direct the appearances, functions, capability and even personality of life-forms. The factors contained in brand genes are not complicated, and they are composed of the characteristics of brand carrier, brand positioning, brand core value, brand personality and brand inheritance, while the most influential factor for brand DNA is the ideas of the originator and operators.

Meikao has unique inspection tool to find out the existing DNA of brands, and can reconstruct the brand DNA according to the future vision of enterprises, so as to enable brands more applicable to the ecology in the process of continuous evolution, and finally become the brand species that entrepreneurs dream of.

V. Developing Legends

Similar to biological genes that hide in biological cells, brand genes also hide inside enterprises. They must be visualized before being accepted by consumers.

Consumers need colorful episodes that is different from their ordinary everyday life, so they are longing to hear legendary stories and broadcast those stories. Meanwhile consumers need to incessantly hear brand news and see brand performances, only through this way can they continuously recognize the brand genes. If the opportunities for brands to put on performances become rarer, even the strongest brands will lose their influences.

Meikao is committed to helping enterprise find the legendary factors of brands that conform to the perception resources of consumers, such as figures, history, celebrities, events, technology, legends and in the eyes of consumers, even an activity can become the performance of an enterprise, and leave an impression that enterprises wish consumers to remember. The advertisements, feature articles, public relations, retail terminal vivification, pricing, channel and this series of performances will have consolidated strategy and information so as to form complete and integrated marketing system. Meikao will assist enterprises in establishing this integrated communication system, and guarantee the standardization of each action of the enterprise, so as to enable enterprises consistently stand firm in business competitions in the long run.