品牌重塑 百年品牌永葆青春的秘诀(国外英语资料).doc

品牌重塑 百年品牌永葆青春的秘诀(国外英语资料) Reshape a brand, either by losing the source of brand equity, or by identifying and building a new source of brand equity. - American strategic marketing, From, EMKT. Com. Cn scientist Kevin? Ryan? Keller Brand has never existed in isolation, and the survival of the brand depends on both the internal management environment and the market and external environment. Whether the changes in the business environment, or changes in the market and external environment, all brands are required to adapt to this change. When the environment change is very small, for example, when competitors launch a new product, or when a consumer awareness (such as increasing awareness of environmental protection), or when companies want to enter a new market segment, enterprises can rely on brand management to adapt to this change. But when the internal operating environment or the external environment of the enterprise has undergone significant changes, the enterprise can not adapt to this change simply through brand management means, so brand remodeling must be carried out. This is a fundamental change in the internal business environment or external business environment including: customer consumption concept and preferences of the great change, competition, revolutionary new technologies appear, brand loyalty decline, brand aging, strategic transformation, entering a new market, business diversification, mergers and other brands. Brand remodeling is an inevitable choice for brands to adapt to these major environmental changes and to seek to maintain or enhance their brand assets in the process of change. Rebranding of the first brand: reshaping the brand to change the aging brand image and win new customers Most of the customers is xixinyanjiu. A successful brand of many years, though still trustworthy, is hard to please because of lack of vitality. When the competition with a brand new appearance in front of customers, who have high visibility, reputation and