Zhang Huiming: The Key To Brand Remolding Is To Upgrade The Original Brand.

August 10th, a few days ago,

Why do these enterprises choose to comb the brand at a specific time? In the process of brand remolding,

Designed to avoid brand aging.

Moderator: Lining and others in China

Zhang Huiming: Lining's replacement is just a way to convey the brand's reshaping signals to consumers.

For the brand, the market environment is changing rapidly, and the demand of consumers is even more difficult to grasp. Therefore, the brand must be improved in order to maintain the long-term competitiveness of enterprises.

If the existing name can not explain the connotation of the brand, it is necessary to replace it.

Previously, an important reason for the change of English name in domestic brand Lenovo is that when the original English name "Legend" has not been able to adapt to the development of the situation, Lenovo renamed Legend to Lenovo, which better embodies the connotation of Lenovo brand.

In fact, the process of brand remolding is not simply changing the slogan and changing slogans. It needs to make many changes, such as repositioning the brand, making the brand more in line with the modern trend, more in line with the psychology of consumers, or having more brand personality and being able to enter the new market.

By remolding the brand, we can enhance consumer loyalty on the basis of high recognition.

Why: a brand is bound to face the problem of brand aging along with the development of the times. At this time, the brand must be adjusted and repositioned to meet the needs of the market.

For example, a sports brand, originally positioned at the age of 20, but after 10 years of development, the original consumer group has been 30 years old, so the brand design style is to cater to the original consumer groups, or to cater for the new twenty year old consumer groups? At this time, enterprises should adjust the brand strategy and brand image in time to adapt to the changes in the market environment.

Routine actions for enterprises

Moderator: someone once said, "brand management is like a hotel operation. Every year, we must invest in a certain amount of maintenance and maintenance to make it brand new."

So when does the brand need to be reshaped?

Zhang Huiming: for an enterprise, should the brand be rebuilt? When should the brand be rebuilt? It should become a problem of "Daily" thinking in the development of enterprises. Enterprises should observe the changes of the market at all times in their daily operation, and adjust the connotation and positioning of the brand in a timely manner.

It is not only in times of difficulty that we need to reshape the brand, but the process of brand remolding should be from quantitative to qualitative change.

Otherwise, when the enterprise develops to a certain scale, the original positioning or image can not really show the brand value and connotation, it may face a crisis.

The world famous enterprises, such as Procter & Gamble Company, have improved the formula and packaging of Tide detergent only 70 times.

Intel is also relying on the constant upgrading of products to win the advantages, from 286 to 586, and then to Pentium 4, and even Centrino, core and so on, almost every two months will launch a new generation of products.

Hou Zhaohui: it should be said that when the consumer groups facing the brand change, brand remodeling must be carried out.

Especially for sports brand, young people will always be the main force of consumption.

The old consumer groups will inevitably face a problem of declining purchasing power. Only by constantly developing new consumer groups, can the brand continue to develop rapidly through brand remolding, changing the brand image that has already fallen behind and setting up a brand new image suitable for the times.

Focus on upgrading the original brand

Moderator: it is understood that some multinational companies every 5 to 8 years will adjust the brand.

So what should be paid attention to in the process of brand reshaping for enterprises?

Zhang Huiming: brand remolding should be considered from the perspective of consumers.

Consumer acceptance and loyalty to a brand are largely due to their perception of their own brand in the brand, and there is a sense of intimacy between them.

Therefore, the purpose of brand remolding is not to overturn the original brand, but to enhance and maintain the original brand.

Hou Zhaohui: in the process of brand remolding, enterprises should find out that the original brands can not adapt to the elements of the market. On the other hand, they should also pay attention to retaining the valuable part of the original brand and re planning and managing the brand.

First of all, we need to know the market that the enterprise wants to develop. We must investigate the market and consumers, decide what products we need to develop to meet their needs, and finally, brand positioning adjustment.

In this regard, Quanzhou's enterprises have been trying to develop new products through horizontal and vertical extension of the product line, separating high and low grade products or products with different functions, and developing multi brand strategy, with the purpose of making the brand constantly reborn.