Case in Point: FEBICO

FEBICO Group, Far East Bio-Tec. Co, Ltd, is a leading company in the research and development of quality products derived from microalgae. FEBICO was founded in 1990 after spinning off from FEMICO, the manufacturing company established in 1976. FEBICO NUTRITIONALS is a business unit under FEBICO Group and markets FEBICO branded nutraceuticals globally.

The company has 140,000 m2 culture ponds or 100,000 metric tones (MT) with yearly production of more than 1000 MT of microalgae. It continues to invest resources in biotech research and developments in order to diversify its portfolio of microalgae products.

The microalgae production facility is located in Ping-Tung (Southern Taiwan) with yearly average temperature around 25? and clean water without any industrial pollution. FEBICO is the first company which produces organic Spirulina certified by Naturland, an IFOAM (International Federation of Organic Agricultural Movement) accredited organization. From the proprietary processes developed by its scientists, it is capable of producing over 1,000 tones of microalgae powder annually.

品牌挑戰:

雖然FEBICO同時涉足B2B和B2C業務，但現有的品牌識別，可能造成FEBICO的Ｂ和Ｃ的客戶產生衝突。

顧問團隊做的介入：

為了區分這兩種不同的業務類型，我們建議FEBICO進行品牌架構重組，如左圖所示。

通過這樣的品牌架構調整，FEBICO將能夠提升其在市場中的品牌定位。此外，這將有效避免B2B和B2C業務之間的內部競爭，並且加強品牌的差異化。因此，我們建議FEBICO通過以下幾個區分特徵，將B2C與B2B品牌標識分開：

• 顏色

• 形狀

• 字體

專案結束時，可預期的成果：

• FEBICO能夠向所有利益關係者清晰傳遞品牌願景、品牌文化和價值觀

• 業務模式更具結構性

• 所有員工都能真正了解各自部門對品牌願景的貢獻

• 新的品牌形象將更具吸引力

• FEBICO客戶能輕鬆記住全新的品牌識別