Re-branding activity.doc

 PAGE \* MERGEFORMAT 7 Re-branding activity In the long-term brand management, brand aging often plagued the continued development of the brand. As long as several decades or even centuries of international strong brands are still enduring, universal in its development process have encountered the problem of aging brand, brand re- a response to the problem of aging brand brand management strategy is critical to ensure that the brand Everlasting. In China, a large number of first brands such as Haier, Lenovo, China Vanke, etc. into a 20-year-old gradually after puberty, the development of our country is facing many bottlenecks brand , the brand has become the sustainable development of the management of major brands, brand re-development of Chinese brands increasingly become a strategic consideration. First, why rebrand? Rebranding is a side or whole brand updates, including re-positioning, re-naming, re-design and re-start and so on. Bottleneck common brand development, brand re-is the inevitable choice In 1994, the coconut trees have become the beverage sales of the first brand; in 1997, Lulu is the fruit and vegetable drinks sales in the championship; and VV soy milk, soy milk category is the leading brand over the years. Like the well-known brands, have achieved dominance in their respective categories - palm on behalf of coconut milk, almond representatives Lulu, Vivi behalf of soy milk. but after a certain stage of their development to meet the bottleneck, can no longer continue to break. What causes the bottleneck brand development? Brand in the development process, often face various problems: reduce the number of consumers, the target market is not updated, older consumers, the new generation of consumer brands such as lack of awareness. Market changing, more and more intense competition lead to decline in competitive position, while not suited to the brand of M amp;, etc., have all contributed to re-brand enterprises in the market to maintain th