Clothing Brand: Change &Nbsp, In Order To Remain Unchanged.

Not long ago, 2011 Global

As the name implies, brand remolding is the remolding of brand, which refers to overthrowing the image of the previous brand in people's mind, by repositioning the target consumer group, improving product quality and service, and using the brand.

In 2010, Lining, a sporting goods company with the longest history and the largest market share, announced the brand remolding strategy in a high-profile manner. In addition to issuing brand new labels and slogans, it adjusted the brand target group, product positioning, brand connotation and development system, hoping to take the brand-new brand image to occupy the mental resources of consumers and expand the international influence of Lining brand.

However, over the past year, Li Ning Co has faced many difficulties, such as high-level shocks, the reduction of shares, and the failure of brand remolding strategy.

In fact,

Brand is the brand mark of enterprises in the minds of consumers. This brand represents a kind of positioning, a kind of partition or a kind of value commitment.

It takes a lot of effort for a brand to branded a brand into the consumer's mind, and it will be extremely difficult to erase or rewrite the brand that has been "branded" into the consumer's mind.

To create a strong brand often requires huge capital investment and decades of painstaking efforts. To change the original brand logo or brand positioning will certainly make the enterprise face great risks. The case of failed brand remodeling is numerous, and even the enterprises that are heading for decline are more than that.

There must be risks in change, but can it be avoided in the same way? Can it be changed or unchanged?

To change or to remain unchanged is a difficult problem.

We know that brand is never isolated. Brand survival depends not only on the internal business environment, but also on the market and external environment.

Whether the changes in the internal business environment or the changes in the market and the external environment require the brand to adapt to this change. In other words, the brand must keep pace with the times and seek to maintain or enhance in the changes, so that enterprises and brands will remain young forever.

From this perspective, change is precisely for the sake of invariance.

Generally speaking, brand remolding can be divided into three ways: integrating other brands into a brand; combining the original two or two brands to form a brand new; naming a brand new.

Either way, enterprises should pay attention to the process of brand remoulding. On the one hand, we must find out the elements that the original brand can not adapt to the market. On the other hand, we should also pay attention to retaining the valuable part of the original brand and re planning and managing the brand.

In remodeling business or product brand, we need to pay attention to the following three aspects:

First, find the key starting point for brand remolding.

The essence of brand remolding is reshaping the core value of a brand, brand positioning and brand personality.

The purpose of brand remolding is not to overturn the original brand, but to upgrade and maintain the original brand, to change the brand image that has been lagged behind through the brand remolding, to set up a brand new image suitable for the times, and constantly enhance the brand value.

The primary task of enterprises wishing to reshape the brand is to re-establish a meaningful core connotation for their brand through systematic research, and establish their brand image in the mind of the target group according to the brand connotation.

Only by clearly planning the brand image can the brand remodeling take a solid step.

Two, the process of brand remoulding should be from quantitative change to qualitative change.

The success or failure of a brand is restricted by certain objective factors, and it will also rise and fall because of some specific subjective factors.

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.

In daily operation, enterprises should observe the market changes at all times and adjust the connotation and positioning of brands in a timely manner.

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

The process of brand remoulding is not simply changing 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 consumer psychology, or more brand personality, and can enter the new market.

The three is to establish a fast market response capability.

Now is the era of simple product and complex business.

Under the current situation, the problem that enterprises encounter is not production but overproduction, but it is difficult to expect this product to make money in the market.

Product homogenization is serious, and consumers have personalized and diversified requirements in choice, which requires our brands and enterprises to establish fast market response capabilities, and strive for personalized and differentiated demand.

While preserving the intrinsic value of the brand, we should excavate the added value of the existing products according to the market trend and consumption behavior, and integrate and reorganize the brand at the right time, so as to enhance the brand's new life, so that we can constantly satisfy the needs of the current consumers, and maintain the long-term competitiveness of the enterprises, and achieve greater brand benefit and long-term development space.