Route Towards Branding
"In a competitive market, branding is able to promote differentiation from other competitors. A brand represents the guarantees of quality, source and result, which can even increase the value of customer experience."
~ Philip Kotler, "B2B Brand Management"
On September 1st, 2011, about 50 Everlight Chemical executives gathered at the Ogilvy PR headquarters to attend a brand consensus for top level executives. Everlight chairman said in
his speech that Honorary Chairman founded Everlight so that the company could market and sell its own products without an OEM process. Following Ogilvy's branding route has been a great success. As long as the route is on the correct path, there will be no fear about the length of the route. During the brand consensus meeting, General Manager Wei-Wang Chen aspired that everyone at Everlight may understand its brand promise and brand values and will thereby serve as the brand ambassador for Everlight. As the chairman and the general manager unveiled Everlight Chemical's new brand recognition, everyone at the consensus said "Everlight Chemical, Better Chemistry Better Life" in unison, symbolizing that as Everlight approaches its 40th anniversary, it is of.cially striding towards the route of branding with the blessing from God. Everlight expects to enrich human life and make the world a better place.
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