Prince Edward changed the mark: new exploration into the international market

September 18, 2018

After a two-year period of preparation, Prince Edward Dragon's new standard “TEDELON” has taken a strong attack and has caused quite a stir in the clothing industry, the original more than 2,000 franchise stores and downstream consumers. In recent days, Prince Edward has officially announced the rebranding to the outside world, replaced the logo that has been used for many years, and presented itself to the world with a new image with more affinity and fashion sense.

After a two-year period of preparation, Prince Edward Dragon's new standard “TEDELON” has taken a strong attack and has caused quite a stir in the clothing industry, the original more than 2,000 franchise stores and downstream consumers. In recent days, Prince Edward has officially announced the rebranding to the outside world, replaced the logo that has been used for many years, and presented itself to the world with a new image with more affinity and fashion sense.

“Prince's brand identity is known and loved by consumers after spending years and spending huge sums of money. Right now, Prince Edward has to spend huge sums of money to promote the new logo. It is imperative and has to be.” Prince Edward Dragon One person in charge of the holding group said.

Prince Tiong Lung’s goal is to become an international hundred-year garment company. After experiencing the expansion of production scale, multi-industry extension, and reorganization of the group's industry, the pace of internationalization is imperative. However, Taizilong’s original English logo “taizilong” is based on a combination of native phonetic transcriptions. It is difficult and inconsistent to pronounce in the international market, and has no accurate meaning. The localized character of the mother tongue is obvious, and it is not conducive to being abroad. Cause brand memory. At present, about 95% of Taizilong’s products are still sold in the domestic market, and the proportion of sales in the international market is not large. “The change in the income structure of Taizilong will depend on the development of foreign sales channels to achieve its goals. Driven by various external factors. Only a brand new logo is switched."

According to the introduction, the change of mark is another major move by Tai Zilong following the foundation of the two major production bases in Yaohai, Anhui Province and Xiaoshan, Zhejiang Province, and the construction of the “Prince's Dragon Times Square”, a key investment project of the municipal government. Last year, Prince Long completed the capital injection and reorganization of Zhejiang Taizilong Industrial Development Co., Ltd. and Taizilong Investment Development Co., Ltd. and accelerated the pace of listing. The subsidiary company Zhejiang Taizilong Culture Communication Co., Ltd. also deals in animation, children's wear, magazines and other fashion industries. The rebranding brings a new chance for public relations to spread. By taking advantage of major events such as expansion of business areas and rebranding, the brand image is unified, the corporate image is repositioned, and new development strategies are displayed. "As a means or piece of corporate strategy, changing Prince Edward's Dragon bears the dual responsibility of expanding the connotation and extension of the brand. This is a new test at the competitive level."