Brand Longevity Strategy: Brand Younger

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< p > < a > href= > http://sjfzxm.com/news/index_f.asp > brand > /a > in recent years, the strategy of brand aging has emerged one after another, which makes the marketing people look dazzled.

Such as gorgeous romance and a lot of fashion pictures constitute BMW X1 advertising, so that marketers surprise the subtle changes in their positioning, but also seize the hearts of countless young people, X1 running around the streets also confirmed its great success; Jeremy Lin entered the student dormitory ads to enable Kentucky to have a more healthy image of the younger; in 2013, the largest brand of young brand case is not Suning, Wu Mochou to Suning's advertising brand will be the year of the collapse of an extreme.

These brands are actually hidden behind many strategic secrets. Only when we have a careful taste can we find them.

This paper will systematically analyze the real intention behind the strategy of brand anniversary.

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< p > strong > 1, brand younger strategy is the result of brand strategy management, and is the real secret of brand longevity. < /strong > /p >

< p > brand strategy management is a process, and it is the direct promoter of brand annual strategy.

Once the brand is listed, it will immediately enter the brand strategy management process and enter the brand strategy management process in almost all dimensions.

The performance of Chinese brands in the process of contacting consumers is monitored by the brand strategy management process.

At the same time, brand strategy management takes all the elements of the brand on the market and consumers' feedback into the monitoring and evaluation scope. Once problems are discovered, action will be taken immediately.

Because of the aging of the old consumer groups or the change of interest of the new generation of consumers, brand competitiveness is the most stringent content in the brand strategy management process, so the strategy of brand aging is also corresponding.

On the other hand, it is analyzed from the opposite angle: the disappearance of many brands or the sale of bad management are largely due to the lack of fixed frequency of younger and fresh vitality, which eventually leads to the decline of brands.

In the final analysis, this kind of brand is lack of strategic management of brand youthful. Without carrying out or effectively carrying out the strategic management process of brand, it can not find the signal of brand aging, resulting in the emergence of its passive situation.

Therefore, the strategy of brand aging is based on the strategic management process, and is also an important means to maintain the brand's long-term existence.

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< p > < strong > two, the reason why the brand is younger is less than /strong > /p >

The brand younger strategy of P > fixed frequency is imperative. It is the brand building work of every brand.

What is the reason behind it? < /p >

< p > first of all, the primary reason for brand aging is that the aging of the existing consumer groups brings some problems.

Brand loyal consumer groups continue to change with age. Brand needs to be supplemented by younger a href= "http://fz.sjfzxm.com/" and consumer group < /a >, so brand needs fresh vitality to satisfy and attract new consumer groups growing up.

A generation has different aspects of life, such as culture, technology and so on.

All this will inevitably cause them to be totally different from the previous group: their standards of brand choice have changed. If the brand is still the same old set, it will not keep pace with the younger generation. It will definitely lose a new generation of consumer groups in the new competition stage, and will eventually lose the battle. < /p >

< p > secondly, changes in the market environment and market demand require brand implementation and brand younger strategy.

Changes in the market are changing rapidly, such as the upgrading of products brought about by technological change. The change of public opinion leads to a sharp decline in demand for products and changes in the trend of fashion, resulting in inappropriate products.

Similar things happen every day. Sooner or later the brand is overtaken or eliminated if it has no follow up trend. The most typical example is that NOKIA has gone from giant to acquisition just a few years.

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< p > finally, the brand needs a younger strategy for its own breakthrough.

After a long period of development, brands will surely accumulate many outdated concepts and even brand images.

Once this happens, the brand must implement a younger strategy to break away from its outdated elements.

Many times, international brands change their image and constantly introduce new ideas.

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