Fortunately, it has been corrected in time. Otherwise, it will conflict with the brand positioning: Europeanization of romance and elegance, and from the point of view of color psychology and semiotics, it will lead consumers to associate with other aspects. The natural style of environmental protection is not pursued by lare. Therefore, in order to achieve more sustainable development, it is necessary to sublimate and refine on the basis of brand strategy.

The development of business activities is convenient for consumers to produce a unified and clear association. This is the basis for building a strong brand. The slogan of TI, a famous American semiconductor company, is: "writing more than two goals means no goals". Similarly, determining more than two core values is no value. Finding the most valuable value is the real value. From the past to the present, hundreds of years of brand enterprises have been successful, such as Rolls-Royce's "Royal aristocratic mounts", Coca-Cola's "optimistic upward" and Vuitton (LV) is one of the luxury word endorsements. As early as 154 years ago, Louis Vuitton started business in the trunk, until now, "travel" is still the core value of this high fashion brand. Because only after the establishment of the true core value can we have strength, permeability, ease of management and dissemination, and command everything.

Of course, we must first take the first action to analyze the problems and the current situation of Luo Lai. Although we are carrying out the brand operation management, basically all the home textile enterprises are taking a road. As a leading enterprise, Luo Lai should not only make the brand, but also do a strong brand in many brands. We see that now the Luo Lai home textile starts to take the way of social marketing and public welfare marketing to reflect the brand value and responsibility of Luo Lai.

The Wenchuan earthquake, which donated millions of products to the market, needs to be done. At the same time, the mainstream consumer groups should be classified and integrated, and different strategies should be adopted for strategic encirclement.

The brand construction of Luo Lai should be started from the doll. I don't think this is necessary at the moment, because there is no in-depth development of the main consumer groups and the user groups - the vast majority of women's market. I personally believe that Luo Lai will carry out brand communication and market education for the following three groups of people, and form a closed cycle to achieve the first vision of the company.

(Jia Xiao)

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