品牌重生策略（Brand regeneration strategy）.docVIP

品牌重生策略（Brand regeneration strategy） In order to maintain a mature brand healthy physique, to ensure that it can compete with rivals in the intense arena, brand managers must according to the brand in the market share and existing marketing resources, make accurate decisions on the strategy and tactics, and applied to the consumers in the process of cognition, selection, use, create a resurrection opportunity for brands. The resurrection of a mature brand In the memory, geely brand shaving products may be the brand of the product category. But few people know, 40 s BaiMa shaving cream (Burma Shave) global market share as high as 52%, later because of the competition is intense, serious erosion by low price product, its share within five years to 9%. In the 1960s, the brand was dying. Loss of market share continuously BaiMa shaving cream, investigate its reason is the main marketing focus put wrong place, with competitors and sales reports in the short term, but ignored the existing customer needs change, lead to a debacle, from the first brand position and honor, hard out of the market. The failure of the balma shaving cream is a case worth saving our thoughts. Therefore, the main purpose of this paper is to explore consumer cognition, with a common choice and the process of using the brand, and how to set for mature brand to target customers, sort out an effective way to correctly, to structure your brand renewal strategy, and its integration into the enterprise long-term business plan. In general, the profits generated for the reinvention of the existing mature brand are often more abundant than the launch of a brand new brand. The question is, how much do you have to pay for the brand regeneration plan? How much profit will the program make for you? From the past experience, we can work out the following brand renewal models: Change the size of product packaging such as: single serving pizza and canned stock. Add product ingredients such as: hand sanitizer with so