New Brand Orientation:

On 31 December 2006, new engaged cadres' name list was released by Kinglong which singed a new team was founded to solve problem of Kinglong's brand orientation. In recent years, Kinglong's brand orientation seemed ambiguous, on one hand, such condition puzzled many people, and on the other hand, Kinglong hurt its brand value. Meanwhile, Yutong' brand orientation of "endurance" and Golden Dragon's brand orientation "safety" were deeply impressed by people. But finally, Kinglong people reached an agreement on brand orientation as "china bus and coach expert", which definitely expressed Kinglong' products and Kinglong people's spirit and ambition to be a great bus and coach manufacturers in the future. In order to present its new brand orientation to clients, Kinglong chose to cooperate with a famous advertiser Aomei. Aomei Group helped Kinglong to spread its Kinglong Brand. Two months later, Kinglong the first time exhibited its new brand orientation in Shanghai Coach Expo, which obtained good effect.

New Brand Proposition:

There are totally three sentences to describe Kinglong's new brand proposition, firstly, details make Kinglong lead; secondly, excellence comes from advanced crafts; thirdly, Kinglong takes profession as key technology.

Aomei suggested promoting its brand with "discovery travel activity" around China, but it did not bring expected effect to Kinglong. A principal joked that discovery travel activity discovered nothing.