• Gourmet Master (85°C)- Branding in China

Abstract

The "brand" is the key to a successful enterprise, especially in the food and beverage (F&B) services industry. The “Top 20 Taiwan International Brands Report” indicated the Gourmet Master (85°C) is ranked 10th among Taiwan’s top 20 international brands, with a brand value of $272 million in 2012. This brand achievement of 85°C is credited to its high-level growth in the mainland China market. This case study explores the key issues of Gourmet Master build its brand and increase its brand competitiveness in China. In 2007, Wu Cheng-hsueh, President of 85°C, started a business in mainland China. Unfamiliar with the pitfalls of this market, his company encountered a series of brand crises. Mr. Wu then implemented the Total Brand Management (TBM) model and succeeded in establishing the 85°C brand in China. By following the branding theory, we will examine the development of the 85°C brand and try to capture its core values and the factors that contributed to its branding success in China. This study also will help students understand the new concepts of brand management models and its relationship with brand positioning, brand resonance and brand value chain. It is our sincerest hope that this study will inspire business across the Taiwan Strait to adopt better business branding strategies.

Keywords: Service Marketing, Brand Equity, Brand Management, Business Model, Brand Positioning