How Can The Endangered Brands Return To Life?

From the point of view of brand itself, one

For a brand, if it is successful and become a well-known brand, it depends on its good or bad brand maintenance.

Because brands always have an aging day, and there are always moments of depression and elimination.

Once the brand maintenance method is not proper, it will be difficult for the brand to come back to life. As we know, the brand that has created brilliant achievements, such as Kong Fu Jia wine, sun rising tea, has even injected more capital, and wants to restore the original power of the brand.

Why do brands become more and more aging? The market is getting smaller and smaller! Even death! Many of the old brands come out of products that are not updated in product development, and even do not change their packaging, resulting in aesthetic fatigue in the minds of consumers.

Deceiving consumers and deceiving dealers, at the same time, a large number of fake and shoddy commodities remind consumers to leave "old brand names" every day.

One reason is that they do not believe that "old brand" will have genuine goods, or are too lazy to buy old brands like luck.

Terminal display aging, store display is not standardized, at the same time, lack of corresponding continuous promotion activities, lack of marketing planners and other factors, these are factors that old brands can not rally.

Because

Although the declining brands are not easy to bring back to life, the brand can not be revived, but of course, there is still a certain investment value; if we have a rational mindset and perspective, we have corresponding knowledge and skills, and have corresponding values.

In the long process of history, the old brand has formed a fairly mature and perfect product manufacturing process. The quality of the product itself is trusted by consumers, and the history and brand that the brand carries.

The way to recover the brand

1, familiarity with advantages, reduce brand recovery resistance

When the old brand enters the market with a brand new attitude, it will encounter resistance from competitive brands, channel access, and consumer cognitive barriers.

For the old brand, many successful experiences have been accumulated in the past business process. Although the market environment is changing, many factors such as the growth of many years' products and the degree of familiarity with the market are many factors that can not match the new brand entering the market.

This market familiarity has much less time and effort for brands to reduce competitors' sniping and rebuild channel access.

Most of the old brands have a good impression in the minds of consumers. Because of historical reasons, the brand awareness and reputation have been formed. In the past and in the future, consumers have a very loyal emotional foundation, which greatly reduces the time and energy that consumers need to re recognize a brand.

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2, face up to the competitive environment and set their own position.

For many old brands, even if you are "old brand", although you have been unlimited, but after all, "improper elder brother for many years", the situation has changed, the market environment has undergone great changes, can not assume that he is still the boss, although the old brand has been re funded, on the road to revival of the old brand, still a long way to go.

Therefore, facing up to the competitive environment and setting up the right position requires the renewal and adjustment of the internal organization of the enterprise, which is the basic premise for the old brand to go to the road of revival. Otherwise, the strength of the old brand that has already declined and the strength of the existing strong enterprises should be matched by the similar organization, the similar management mode, the similar process, the homogeneous product and the competitor's positive competition.

Brand recovery, when it does not possess the core competitiveness of the core, can rely on the differentiation of the organization. That is to say, through the "super close cooperation" between production, technology, supply, finance, administration, marketing and other departments, the ability of "differential marketing" is temporarily accumulated, and the success is achieved with a single hit. After winning the battle, it will continue to plan for the next one and accumulate continuously; for the time being, it does not pursue the "sustainable development capability" and does not seek to establish a stable competitive advantage.

3. The development of new products and the maintenance of old brands.

Old brands have certain limitations after all, and consumers need fresh items to enter their daily life. In the same old brand's wings, according to the requirements of product life cycle and demand management, timely development of new products and timely maintenance and elimination of old brands will play a crucial role in brand recovery and preventing brand image aging.

It is very important to handle the alternation of new and old products.

The old brand products with better returns can be properly retained, but if a product has entered a recession period and sold for 5 years, the sales volume will not go up, nor will it make money. What is the use of it? Instead, it will affect your brand image.

In enterprises, the most fear of eliminating old products is salesmen. What are they afraid of? They are afraid of affecting their sales tasks.

So they are willing to say, "the product is the son of an enterprise. How can we throw our son away casually?"

Products are not the "Sons" of enterprises, they are only tools for enterprises to make money.

To make money for enterprises will continue to be used.

4, restore the market advantage of old brands.

The reason why it is necessary to re run an old brand that has declined, rather than start a new business, is, of course, to take advantage of the "residual heat" of the old brand.

The manifestations of "waste heat" of old brands in different industries are not identical.

A and market expressiveness lie in strong channel access power, large scale and long cycle of natural sales.

B and old brands can restore public confidence, channel confidence, supplier confidence and consumer confidence by combing product lines, combing price system, optimizing packaging, spreading and promoting differentiation.

C, consumer base: long history, consumption affects a broad and rich population; the concept of local complex and consumption of local products;

D, technical backbone, R & D personnel and excellent industrial workers, the old brand sentiment is incomparable to new products; human resources cost, corresponding management costs, incentive costs are better than the re established enterprises.

For example, a record store, virgin, actually scattered the meager funds into more than 200 industries, including cola, daily chemical, cola cola, beverage, aviation, cinemas, radio and TV stations, cosmetics, marriage services and so on. In every industry, "differentiated marketing" is all profitable, although it is not a leader in every industry, but the overall benefit is very good: the enterprise ranks the eleventh among the top 500 in the world (P & G ranks eighty-sixth).

5, use the best mode of publicity and promotion.

Old brands need to be resuscitate according to the actual situation of your company. You can use different replacement strategies, mainly visual impact and advertising promotion and aspects.

Because visual image can not keep up with the development of enterprises, it will affect the brand image. In many cases, it is impossible to carry out high-quality brand communication activities.

So, it's time to change.

Early change is easier than late change, and the effect is good.

For example, no one has noticed the change of Coca-Cola font, but its LOGO (English font) is quite different from that of 20 years ago.

The Coca-Cola advertisement during the 1980 and 1984 Olympic Games will be compared with the current Coca-Cola advertisement.

Whether advertising or promotional activities, or public relations and other communication activities, we must update the idea on the basis of brand positioning.

The frequency of creative replacement is best controlled within 3 months, and the longest should not exceed half a year.

That is to say, your new TVC will be changed in 3 months, because 3 months later, it is no longer a new idea.

For advertising, we can choose some stars and sub stars to endorse the old brand according to the needs of enterprises and the demand for brand recovery.

The star's endorsement is more difficult than that of the star.

Because his or her actions are very influential, so he (she) endorsed the length of your brand should be consistent with its vigorous popularity.

And sub star endorsement can be maintained for a relatively long time.

If the cost is tight, it can be changed in half a year and longer. It will waste money and lose market opportunity.

At the same time, it is better for enterprises to hold some promotional and promotional activities frequently, so as to increase the appearance frequency of old brands, so as to create the momentum of "return of the king" and awaken the old brand's memory in the minds of consumers, so as to achieve recovery.

6, establish a long-term brand culture.

Effective establishment of product brand personality can reduce the possibility that old brands can not be easily invaded.

The ultimate establishment of brand personality must be based on a brand culture.

From this point of view, the old brand's brand culture, which is formed by the accumulation of history, is the unique advantage of activating the old brand. At the same time, it can also create a unique product barrier, and become a genetic gene that other brands can not follow. This is the effect of long-term brand culture accumulation and the separation of brand culture from competitive brands.

More Jiao Li slimming tea, with thirty years of product history, occupies a leading position in the field of weight loss market. But in 2001, it was severely impacted by various new products and new brands. In 2001, it was also facing the trend of brand aging and overall sales decline. Under the influence of many unfavorable situations, Jiao Li, however, promoted the cost far below other weight loss medicine brands and weight-loss tea brand leader's "big impression" weight loss tea. With a strong brand culture connotation and promotion strategy, it still established the leading position of "more Jiao Li" slimming tea in the Beijing market, and became a brand name for consumers to lose weight.

Moreover, when more consumers turn to the competition for consumption of weight loss drugs, more Jiao Li slimming tea makes full use of the advantages of brand culture, creates brand names with values, and creates a core recognition image in the dissemination of "more charming orange people", forming the core brand endorsement image, establishing the brand's fashionable and dynamic personality, stabilizing the market share and product sales volume, stabilizing a group of consumers, and gaining more and more favor from young and heavy consumer groups, thus becoming a typical example of brand revival.