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Introduction
Branding is a marketing practice of basically creating a name, design or symbol that ideally
differentiates or identifies a product from other given products. It is important to note that, an
effective brand strategy actually gives one a major edge in the process of the increasingly
competitive markets. Branding simply means one's promise to his/her customers. It actually tells
your customers what they ideally expect from your services and products and also differentiate
them from those of your specific competitors. A brand is a consequent of who want to be, who you
are and who people identify you to be. It is also worth noting that strategic branding necessitates
a brand equity which is strong and this means that the value added to your company is able to
allow you charge absolutely more for that what unbranded, identical products command (Bruner,
2000)
Tsingtao brewing company is actually the largest brewer in China and 10 th largest in the
entire world. It is also the 8th best brands across the entire world with close to 50 breweries spread
across the entire country. It opened the very first overseas brewery in a place called Bangkok,
Thailand with a sole purpose of meeting the overseas demand. Additionally, their exports actually
account for only 1% of the entire production.
Tsingtao beer which is the major brand actually accounts for absolutely more production.
It constitutes about 4.7% alcohol content which is indeed larger and it is brewed with natural
ingredients and no given artificial preservatives. This includes barley which is of high quality, rice,
hop grown domestically and spring water from underground especially from Laoshan Mountains.
Other of the products which are brewed include; Tsingtao beer which is dark and constitutes 5.2%
alcohol, Tsingtao beer which is green and constitute 4.5% alcohol and Tsingtao draft beer. It is
believed that the green colored beer actually enhances good health (Bryman, 2003)
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Brand essence
Tsingtao Brewery Company Limited is a company that was actually formed in 1993 when
four breweries that ideally produced beers merged and formed one company. This particular
merger probably one of the largest state-owned company headed the listing which was historic and
then followed by other eight companies on the stock exchange of Hong Kong. It is important to
realize that before 1993, there was no single Chinese company which had been sold publicly.
Tsingtao beer is basically the most popular brand of beer in China and it is considered by foreign
drinkers to be the best product in China (Chen, 1999)
Needless to say that the Hong Kong stock exchange actually stipulates that at least 25% of
each particular company be basically offered when "China nine" went public. Tsingtao was able
to issue 317.6 million of shares each at $2.80 and it actually raised $900 Million. It is in 1993 when
Tsingtao actually became one and the first among the nine Chinese companies owned by the state
to be listed in the Hong Kong Stock Exchange. After the stocks were sold, 44% of Tsingtao was
owned by Qing...