品牌重生策略（The brand strategy of rebirth）.docVIP

品牌重生策略（The brand strategy of rebirth） In order to maintain a healthy physique mature brand, it can ensure that in the fierce competition with competitors compete, brand managers must be based on the share of the brand in the market and the existing marketing resources, and make accurate decisions in strategy and tactics, and applied to the consumer cognition, selection and use in the process of creating the resurrection of the opportunity for the brand. Revival techniques for mature brands All the memory inside, Geely brand razor products may be the product category leader brand; but few people know that at the end of 40s, the Burma shaving cream (Burma Shave) global market share as high as 52%, and later because of the fierce competition, a serious erosion of low-priced products, share five years to suddenly 9%. Entered in 60s, the brand is nearly dying. Bai Ma shaving cream market share continue to drain, the main reason is that the main focus of marketing will be misplaced, just deal with the competitors and the sales report, but ignored the existing customers demand change, resulting in A rout is like a landslide., from the first brand of honor status, hard out of the market. The failure of Bai Hus shaving cream is a case worthy of our reflection. Therefore, the main purpose of this paper is to discuss the consumer cognition, selection process and the use of the brand, and how mature brand re set the target customer group, make a correct and effective method to structure your brand strategy of rebirth, and integrate into the enterprise long-term business plan. Generally speaking, the profit earned by the implementation of a rebirth plan for existing mature brands is usually much greater than the introduction of new brands. The question is, how much do you have to pay for brand regeneration? The plan and you can earn much profit? From past experience, we can sort out the following brand rebirth patterns: Change the product packaging size, such as: personal pizzas