Old brand development.docVIP

 PAGE \* MERGEFORMAT 15 Old brand development Fountain of youth brand image Brand is not a part of brand equity, but only the consumer perceptual awareness of the brand, reflecting the brand “is on the way” of the situation. Mainly qualitative survey, the results are mostly described with adjectives, it is the brand in the minds of consumers reflection of the status quo It is a refraction of brand equity, brand image is still careful study has very important practical significance. Brand strategy is tactical update is needed [/ b] Brand aging has two meanings: Generalized aging brand refers to the brand itself is slow, gradual degradation. Brands will not soon die out in a short time, but always with the passage of time, slowly dying. Brands at the beginning, always full of vigor and vitality, but mostly due to the lack of continuous innovation, maintaining the inherent state, it will be consumers that are “rigid, conservative, or even arrogant,” from the minds of consumers gradually dim. Another meaning is that the aging of branded consumer users. Brands is impossible to have life, but there is the brand consumers, they grow up, they also aging, the brand is still facing them talk? But always wanted sold with some people? different times have different consumers, young people in 1982 and 2002, the difference is huge, with 20 years ago, the mentality of today’s young people to communicate, is certainly feasible, if the small street Lane’s old lady dressed in Baleno, Baleno’s image in the minds of young people what will? On brand image problem, consciousness determines consciousness, that is conscious brand managers to determine or guide consumer awareness, most of the brand image of aging are mostly due to the brand mismanagement, when managers do the brand itself very little time (lack of product innovation, quality of instability, the promotion is not timely, consumers indifferent to the brand is a natural thing. Brand managers often very focus