Insights & Industry Practices
The first step in branding is standing in the right position—understanding what value consumers actually demand; the second is telling a good story and communicating it consistently. Using Mengniu as an example, this article explains product value: tens of millions invested in a 'milk tanker sauna workshop' and a flash-evaporation process that gave up hundreds of yuan per ton, all to make quality tangible for consumers. The Bosideng OEM comparison then shows why image value is where brand premium lies. In this industry insight, Shinerway Brand Planning reminds SMEs that different values lead to different paths—chasing 'the most expensive' alone never builds a real brand.
