Liuyanfeisuo
Brand Image
2.1 Happy lemon History
Happy lemon is one of the successful brands in mainland of China. It was established in August, 2006. (Anthonyalde, 2012) It has most number of branches in the field and provides a delicious variety of cute drinks and boutique espresso beverages. The Official Website showed that there are over 260 branches located in China and over 10 branches located in Australia, Phillippines and Singapore in current. (Happylemon, 2013) Its logo with vivid and fresh design creates a sharp image and strong feelings to customers. An innovative idea of the design, focusing on core values to shape the brand and enhance brand image differences in the market. The happy-lemon boy logo even more widely perceives by target customers now.
2.2 Price and Products
Various combinations such as its Lemon Mousse Spin series, "Rock salt cheese" series and even a Tea Latte with Pearl Sago and Puff Cream are well recognized by regular customers. For people who prefer coffee, its Grapefruit Black Coffee and Italian Blood Orange Black Coffee are provided. In the meanwhile, some new products are seasonable. Prices range from $2.30 to $4.70 outside China. And, most products are sold always under ¥13 in China. (Happylemon, 2013)
2.3 Target Market (Place and People) Happy Lemon emphasizes on trying and pleasure. It has attracted many new customers only through word of mouth or viral marketing. The company firstly positioned the target market as aged 18-35 people that pursue a healthy and refreshing life style in the mainland. Thus, many shops, in the mainland, is opened in the shopping malls. On the other hand, teenagers, especially the students, are deemed to the target customers in Hongkang. Therefore, the locations of branches are near schools in Hongkang. (Urbandictionary, 2013) Figure 1 Forming a brand
3.0 Brand Image in Sync with Its Brand Strategy 3.1 Hierarchy of Design Identity Strategies
3.1.1 Words
Brand word is about
2.1 Happy lemon History
Happy lemon is one of the successful brands in mainland of China. It was established in August, 2006. (Anthonyalde, 2012) It has most number of branches in the field and provides a delicious variety of cute drinks and boutique espresso beverages. The Official Website showed that there are over 260 branches located in China and over 10 branches located in Australia, Phillippines and Singapore in current. (Happylemon, 2013) Its logo with vivid and fresh design creates a sharp image and strong feelings to customers. An innovative idea of the design, focusing on core values to shape the brand and enhance brand image differences in the market. The happy-lemon boy logo even more widely perceives by target customers now.
2.2 Price and Products
Various combinations such as its Lemon Mousse Spin series, "Rock salt cheese" series and even a Tea Latte with Pearl Sago and Puff Cream are well recognized by regular customers. For people who prefer coffee, its Grapefruit Black Coffee and Italian Blood Orange Black Coffee are provided. In the meanwhile, some new products are seasonable. Prices range from $2.30 to $4.70 outside China. And, most products are sold always under ¥13 in China. (Happylemon, 2013)
2.3 Target Market (Place and People) Happy Lemon emphasizes on trying and pleasure. It has attracted many new customers only through word of mouth or viral marketing. The company firstly positioned the target market as aged 18-35 people that pursue a healthy and refreshing life style in the mainland. Thus, many shops, in the mainland, is opened in the shopping malls. On the other hand, teenagers, especially the students, are deemed to the target customers in Hongkang. Therefore, the locations of branches are near schools in Hongkang. (Urbandictionary, 2013) Figure 1 Forming a brand
3.0 Brand Image in Sync with Its Brand Strategy 3.1 Hierarchy of Design Identity Strategies
3.1.1 Words
Brand word is about
References: List 1. Arjay n.d, Happy Lemon 's Inauguration at Gaisano Mall, viewed by 12th March, 2013, http://www.thefluffyblog.com/2013/02/happy-lemons-inauguration-at-gaisano.html. 2. Lemon network n.d, Happylemon, viewed by 12th March, 2013, http://www.happy-lemon.com/en/net.aspx?id=20. 3. Morphinebunny 2006, Urban dictionary, Happylemon, viewed by 12th March, 2013, http://www.urbandictionary.com/define.php?term=Happy%20lemon 4. Fachuang, Happy Lemon’s Market, viewed by 12th March, 2013, http://www.Fachuang.net/happy+lemon/lemonlianjieqi