On the basis of extant brand assets of Little Sheep, the long-term target of building the first brand of Chinese food is proposed, and the beacon strategyfor brand construction is made: hotpot industry is taken as the core of brandoperation to promote brand recognition of mutton, condiments, logistic and alcoholic beverages; highlight brand culture and regional ethnical culture behind Little Sheep to form brand difference; refine the core value of the brand—joy, fine taste, naturalness and health—and the brand proposition of“enjoy a joyful life”; make comprehensive use of word-of-mouth, soft articles,PR, terminals, promotions, new media, ads and other means of communication topromote the recognition and approval of the brand.

In 2008, Little Sheep once again entrusted Intercom Int’l with its all-year brand promotion and marketing planning.