Difficulties for Yoro Aged Care to Promote Brand Value
Product Number：
EN_2020QT_5008
Page Views：
368
CaseName：
Difficulties for Yoro Aged Care to Promote Brand Value
Authors：
Yu Mingxuan, Chen Tianyu
Author Affiliation：
Renmin University of China
Enterprise/Organization：
Beijing Yoro Aged Care Investment Management Co., Ltd
Industry：
Construction/Real estate
Discipline：
Others
Scale：
SMEs
Language：
English
Type of Case：
Descriptive Case
KeyWords：
elderly care real estate; brand positioning; brand strategy; brand value
Abstract：
The case describes Yoro Aged Care subordinated to Jinqiu Holding Group Co., Ltd is dedicated to invest and operate pension industry incorporating old-aged care service, health and medicine and old-age product development, with the long-term goal of forging a leading brand of Chinese pension industry. However, as an emerging enterprise, it is confronted with many challenges to improve its brand value and reach its strategic goals, such as how to position its products and brand, what strategy it should employ to improve the brand intensity, and how to find out a proper and suitable way for aged care enterprises to improve the brand value through location positioning. This case redisplays the decision-making of the company’s brand strategy by presenting the development history, product positioning, marketing strategy of the case company, the elderly care real estate market and other background information. It focuses on the impacts of location choice, business types portfolio and customer positioning upon the brand value, and attaches great importance to choosing reasonable brand distribution and expand strategies and ways to promote their brand values.
Intended Audience：
专业硕士
Data Source：
Primary
Publication Date：
2017
Revision Date：
2020
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