Background
After the shake-off of a management-level crisis, a new leading team was formed by June 2006, transformed into an opportunity to generate a new Yeale brand image. Yeale is locally perceived as a natural and safe dairy product bringing a bit of “prairie” ambiance into the urban lifestyle. With such good position, Yeale needed to carefully freshen up its image while maintaining a clear & positive legacy.

Challenges
Becoming the top, most influential quality oriented company in the Chinese food industry became the main objective. How to hold & extend a favorable position when confronted with local and foreign competitors was the most important issue considered. Yeale had to rely on continued innovations to build a strong brand while narrowing the gap with foreign counterparts. Since the post-Olympic dairy scandal, Chinese dairy brands have been greatly hurt abroad. For Yeale, this unexpected situation has represented an opportunity to become the uncontested leader.

Solution
After carefully analyzing Yeale position, brand strategy and competitors, Bang helped Yeale improve its image toward a more global audience. We developed an English naming with the appropriate visual images. After numerous comparison analyses, consumer studies and testing of color, size & composition we built a new brand image.

Long-Term Service
The 2010 Shanghai Expo will be another opportunity for China to show to the whole world the country’s greatness. With the highest international quality standard, Yeale is now capable to reverse the current negative image of Chinese dairy product manufacturers by becoming a senior sponsor of the event. Yeale group has high hopes and expectations. The project is both full of opportunities and challenges.
Yeale’s ambition to become a famous international brand has become the cornerstone of the cooperation with Bang.