Four Measures To Solve The Problem Of Brand Aging Sales Decline

Many enterprises have neglected their brand maintenance, management and innovation after establishing their own brand image.

Recently, MOTEL168, which ranks third in China's chain convenience hotels, has been bought as a home. This hotel, which was originally held by the big Moroccan Hotel, is expected to be listed in the United States. Why is it eaten like this? An important wish is that the brand is aging. 80% of the people staying in the shop are middle-aged men over 35 years old. Although the decoration of the MOTEL168 is good in the convenient hotel, but because there is no constantly refreshing brand image, the passenger flow is driven by various marketing methods, especially for young people, especially in the competition, especially at home and 7 days.

Like Lining, he changed his slogan, logo and even brand name.

And more enterprises have not yet realized the problem of their brand aging, holding the past successful experience and mode in operation, think that the market is like this, the brand has established a high reputation in the minds of consumers, but it has entered the situation of slowing consumption, weak or even declining corporate performance. This is a big reason that your brand is aging, needs updating, and even needs to be innovated. So how to keep yourself young and always become the target of the market and consumers?

First, shaping the role of ubiquitous entertainment partners.

　　我們都知道，可口可樂這家公司已經有100多年的歷史了，可是我們一點都不覺得它老，甚至感覺它永遠開心快樂，即便百事可樂提出了“年輕一代的選擇”，也并沒有影響到它的霸主地位，原因就在與可口可樂可以不斷隨著時代和消費趨勢的變化，與時俱進改變自己，單純logo就調整過20多次，更為關鍵的是，為了獲得消費者，尤其是年輕人的喜愛，除了在品牌傳播上充滿時尚活力外，還不斷在扮演消費者離不開的角色，油炸可樂，可樂雞翅、可樂噴泉，以及目前推出的爽動125招，已經讓可口可樂融合到人們生活的各個方面，可口可樂不但能喝、能吃、而且能玩、能耍酷，更是離不開的娛樂生活伴侶，從習慣消費變成了情感消費，甚至精神消費，不斷更新的可口可樂品牌，讓消費者無法拒絕喜歡上它{page_break}

Two, constantly introducing new concepts and products.

In ordinary consumers, what is the difference between all kinds of paint and paint? But Dulux tells you that it is indeed different. In its advertisements, we can always see a child and a furry ancient shepherd in a humorous way to deduce Dulux's new products. The latest Dulux full effect series, on the basis of the original excellent function, has specially added the "natural activated carbon factor", with the "strong formaldehyde removal technology", which can form a strong purify filter screen on the surface of the paint film, and capture and purify the harmful substances such as formaldehyde, benzene and TVOC in the air in an all-round way, so as to keep the indoor air fresh and natural, and protect the health of the family more comprehensively.

Consumers have added one more reason to buy Dulux.

No matter what circumstances, Dulux's children and shepherd dogs represent the image and symbol of the brand, full of childlike interest and affinity. It is difficult for people to refuse or create boredom. In contrast, some enterprises continuously invite celebrities to be spokesmen, but neglect the establishment of brand long-term image, and rely on spokesmen to promote brand image and sales, but ignore the establishment of brand symbols. This often costs a lot of money and resources, and fails to make persistent addition to brand building. Dulux does not need to spend more money on new product promotion, so it does not need to spend extra money to make spokesmen for consumers to agree. Children and puppies have become the cheapest and most effective spokesmen, so that Dulux will always maintain brand youthful status. The success of Dulux brand gives us two inspiration.

The second inspiration is that the product base is still latex paint, but Dulux is constantly innovating products and concepts, introducing bamboo charcoal, tea and other ingredients, activating the product and brand image, and constantly stimulating consumers and market concerns, bringing new business growth.

Dulux, like selling cosmetics and shampoos, is selling latex paint. At the same time, it introduces a product with special active ingredients, which is easier to learn. The essence of marketing is to sell the same products differently.

Three, sponsoring popular programs and activities.

　　奧康鞋業(yè)每次都在通過的大的社會事件和活動，為自己的品牌資產和更新做著加法，我們知道，從2000年悉尼奧運會奧康就開始成為贊助商，再到2004年雅典奧運會，奧康以“奧康全明星雅典奧運助威團”的名義，資助8位前奧運冠軍共赴希臘雅典，以及2008年北京奧運會成為全程贊助商，奧康品牌在中國乃至世界樹立了自己的品牌形象和價值，遠遠將競爭對手甩在身后，更為難得的是，奧康能夠抓住社會熱點，尤其是當下最熱門的相親交友節(jié)目——江蘇衛(wèi)視的非誠勿擾，在年輕的消費者心目中樹立新的浪漫形象，凡是節(jié)目牽手成功者都能得到奧康情侶水晶鞋，進一步將奧康品牌價值放大，并且邀請節(jié)目主持人——孟非作為品牌代言人，為企業(yè)在后奧運時代，尋找的新發(fā)展，構建新的品牌高地打下了堅實的基礎。

Compared with many shoe companies, such as snail, red dragonfly, Kangnai and other famous brands, why did not seize such an opportunity to bring new brand marketing breakthrough? This is what we need to think about. Ask yourself, are these brands different in your heart?

When the oppo mobile phone launched the market, many consumers mistakenly thought it was a Korean brand phone, and a lot of Korean powder became its consumers. But the oppo mobile phone is BBK electric research and production. Why can it achieve 6 billion yuan sales performance? It is to refresh the brand image, BBK invited the Korean pop star - Song Hye Kyo, and invited South Korea's advertising production staff to spend 20 million of the money on this classic music mobile advertising in Sydney, Australia, which aroused many consumers, especially young girls' yearning for a better life and love. That melodious "I had a cold in that corner" became a long memory worth remembering classic in the hearts of people.

With the appearance of jewellery display in the form of terminal, the salesperson appeared in the appearance of a stewardess, creating a brand image with high perception and high experience, completely changing the inherent image of BBK phone in the consumer, and becoming a platform for carrying emotion and dream from functional cell phone.

Therefore, enterprises need to upgrade and update their brand image and products in a timely manner under the condition that the core value of the brand remains unchanged. By focusing on time and activities, or creating a brand-new brand system, enterprises can meet the changing trend of the market, avoid aesthetic fatigue, stimulate and lead consumers' senses and needs, and bring more sustainable development.