Chinese companies want to prevent aging brand.docVIP

 PAGE \* MERGEFORMAT 16 Chinese companies want to prevent aging brand This year marks the 30th anniversary of reform and opening up, the occasion of national jubilation, are we back to the inventory of the Chinese brand development report card, you will find the past 30 years resulted in three major brands: The first category are those that survive the rapid rise, and so far, and so far a number of strong brands are still outstanding, such as: Lenovo, Haier, Gree, Wahaha, Youngor, etc.; The second category, it is those who have never had scenery or scenery has also been 1:30 so, but eventually died of the brand, such enterprises account for the vast majority of enterprises since the reform and opening up; The third category are those that had previously scenery before, but now no longer the death of scenery did not brand, they are due to internal and external causes, leading brands in the market competition in the visibility, reputation declined, as well as sales, market share, reduce the such phenomena, we refer to them as the aging brand. For example: Jianlibao, energy 28, a hundred years RT-Mart, Confucian Residence home, Confucian Residence feast, Bandongjing, Sundance Kid, Wenjun wine brands, etc., have entered the ranks of the aging brands. Why brands grow old? Brand aging on specific Chinese companies will bring harm? Why is this phenomenon in the Chinese market, appear so obvious? What are the key business measures can prevent the aging brand? This paper will report on these issues discussed: The reasons for the aging Chinese brands Brand aging is often fatal, it is very easy to make the brand stick up from a slump. Once the aging brand like paste ‘outdated’ label, so that consumers ‘back away’. Aging the brand is not only difficult to win more new customers, but will also lose many old customers, it is possible from the doldrums of recession as Higurashi Nishiyama brand. Moreover, the brand image of aging in the minds of consumers would be d