Research on the Strategy of Lemoncello for Macao's Characteristic Snack Brand Based on Honeycomb Model

Chuyi Yang

doi:10.63313/ah.9036

Authors

Chuyi Yang City University of Macau, Faculty of Innovation and Design, Macau, 999078, China Author

DOI:

https://doi.org/10.63313/ah.9036

Keywords:

Honeycomb Model, Macau, local snacks, brand strategy, Lemoncello

Abstract

Driven by the tourism industry, the characteristic snack brands in Macao have gradually come to the fore. Lemoncello, as a local innovative brand, has attracted a large number of consumers with its healthy ingredients and unique flavors, demonstrating huge market potential. With the intensification of competition, how brands optimize their marketing strategies has become an urgent problem to be solved. Objective: To analyze the brand strategy and market positioning of Lemoncello using Dentsu's Honeycomb Model, and to provide theoretical guidance and practical reference. The method research adopted a combination of field investigation and consumer interviews, and conducted a multi-dimensional analysis of the brand's symbols, characteristics, functional benefits, emotional benefits, etc. in combination with Dentsu's Honeycomb Model. The conclusion is that Lemoncello has achieved remarkable results in brand building, especially in product innovation and health positioning. However, there is still room for improvement in brand story and emotional interaction. Optimizing brand communication and consumer experience will help Lemoncello further consolidate its market position and achieve sustainable development.

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