Coconut Group’s live broadcast has caused controversy. How should it improve its brand image?

People born in the 1980s and 1990s are no stranger to Coconut Tree brand coconut juice. If their family conditions are better, they have even drank it since childhood. Although the ingredients in coconut palm juice are very pure and the price is not high, its shocking packaging seems to have been engraved in the bones. Recently, Coconut Juice followed the previous style and started live broadcasting directly. However, I never expected that the live broadcast was interrupted many times during the 6 days. However, the company continued like an unbeatable Xiaoqiang. . And it was hotly discussed by the public.

Why does live streaming cause controversy?

In the past impression, the promotional slogans of the Coconut Tree Group were really vulgar, and they were playing a marginal game with people. But at that time, the Internet was not as popular as it is now. Even if people had opinions about their packaging and promotion methods, there was nothing they could do, and they could not stir up any public opinion. But now with the popularity of self-media, almost every household has devices such as computers and mobile phones, so more people will naturally express their own views and opinions when they see such a scene. After so many years, times are also changing. Many netizens think that the slogan and style of Coconut Tree Group should also be changed! But during the six-day live broadcast, we found that we were overthinking it, and it still had the same taste and style.

How to improve brand image?

1. Strengthen brand management. When faced with such controversy, the person in charge of the company should personally ask about the brand's issues. Make image building a priority, and then consider its development and sales later.

2. Pay attention to product quality. Although the promotional slogans and painting style of Coconut Tree Group do surprise people, they have to admit that they have achieved the ultimate in product quality. There's really nothing to say about this.

Content summary.

The controversy caused by Coconut Tree Group’s live broadcast is nothing more than the same topic as before, that is, the promotional slogans are too vulgar and the style of painting is eye-catching. But the Coconut Tree Group doesn't pay attention to this issue. In any case, it is said to be a side project, but it dresses more conservatively than many women on the street in summer. In fact, it is really difficult to define. From another perspective, this company's advertising is also very successful.