“貌离神合”的加多宝凉茶中国好声音

This case introduces the joint effort of JDB (China) Beverages Ltd. (hereinafter referred to as “JDB Company”) and Zhejiang Satellite TV to enhance their respective brands through “The Voice of China” TV show. The case describes the dilemma of JDB Company between pursuing a new business or rebranding itself and continuing its current business; the brand decision to make “JDB” replace “Wong Lo Kat”; the cooperation between JDB and “the Voice of China”; the series of integrated marketing communication strategies adopted by JDB Company; and the final results of these efforts. This case helps students learn about Integrated Marketing Communication (IMC), brand management and marketing management theory, and can also benefit enterprises developing their own brand strategies and integrated marketing communications strategies.