The Strategies of Expanding Brand Awareness: A Case Study on Traditional Coconut Tree Brand

Abstract

With the advancement of the Internet and new media, an increasing number of trendy brands enter the market and have an impact on the original companies. Many traditional, time-honored companies are suffering development hurdles and crises. This is also a concern for Hainan Coconut Tree, a historic Chinese brand of high-quality coconut water and coconut snacks. Using the coconut brand as a case study, this paper investigates how traditional companies increase brand recognition in today's context and makes recommendations for the coconut brand's development in terms of packaging design, new media marketing, brand co-branding, and other factors. The following are the study's findings: This paper advises that the Coconut Tree brand keep its original brand style and launch limited packaging in different months. Make more creative use of social media platforms and engage in more "interactive positive marketing" to include cultural history and connotation into business exposure. More brand co-branding with distinct designs, co-branding brands preferred by various consumer groups, and launch-related co-branding peripherals should be launched. Through research and analysis, this article covers the research vacuum for the coconut tree brand in new media Internet marketing design and strives to provide conventional companies with marketing design development proposals that are useful to brand development.