Yuanzu Food - Brand and Name Recognition Survey
Company overview
Yuanzu Food was founded in 1981 in Taiwan and officially entered the Shanghai market in 1993. It is a nationwide chain enterprise specializing in the R&D and sales of cakes, mooncakes, and Western and Chinese pastries. Through years of development, Yuanzu Food has established a comprehensive sales network and strong brand awareness across the country. With its brand positioning of 'healthy, delicious, and refined,' it has gained the favor of a wide range of consumers
Research background
In recent years, as Yuanzu Food expands its market reach, a dispute has arisen with a company based in Shaoxing, Zhejiang, regarding the ownership of the 'Yuanzu Food' brand trademark and name rights. In preparation for potential legal litigation, the brand owner seeks to understand consumers' recognition and differentiation levels for the 'Yuanzu Food' brand within the target market, providing robust data support for legal action and further strengthening brand image
Research scope
In July 2020, CEIDEA Research was commissioned by Yuanzu Food to conduct a specialized survey on brand recognition. The study focused on the Jiangsu, Zhejiang, and Shanghai regions, employing offline intercept interviews with target consumer groups who have prior consumption experience. Data was collected on consumers' awareness of the 'Yuanzu Food' brand trademark and name, brand associations, and potential confusion, to evaluate the level of recognition and depth of understanding among target consumers
Expected outcomes
The final report will provide a comprehensive analysis of consumer perception and recognition of the brand. This will serve as data and legal evidence in Yuanzu Food's trademark dispute cases. Beyond that, the findings will enable the company to more clearly understand the brand's market influence and distinctiveness, and will also support future strategic decisions in brand building, risk management, and legal protection
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