品牌重塑----赋予企业腾飞的引擎2（Brand remodeling ---- give enterprises the engine 2）.docVIP

品牌重塑----赋予企业腾飞的引擎2（Brand remodeling ---- give enterprises the engine 2） The second chapter, brand remodeling International authoritative brand expert David ? Mr. egger said: like hotel brand management business, every year the investment and the maintenance cost, to take on an altogether new aspect. Visible, brand innovation and maintenance of continuous is inevitable, then, brand need to reshape it? Should brands, especially sales and reputation, reinvent the image? Section 1 why rebranding When the enterprise itself develops to a certain scale, the original positioning or image can not really show the brand value and connotation, we must rebuild the brand. A brand with the development of the times, peoples various ideas, consumer habits and other changes, it is necessary to make appropriate adjustments in some areas. Enterprises should continue to observe and timely adjust brand strategy and brand image to adapt to changes in the entire market environment, of which the most important thing is to pay attention to changes in consumers. 729 the birth of 32 years, more than 30 years, Chinese the entire political, economic and cultural environment have undergone changes with turn the world upside down, and the coach 729 elders growth is positive for consumption habits of a new generation of young people from the ocean. At this time, 729 a new generation of consumers must understand what love, what what, do, love what kind of Ping, love what character 729 image and so on. From the publicity point of view, 729 in the consumer groups above 35 years of age, the popularity is quite high, but in the consumer groups under the age of 35, publicity is not high. Respondents are aware of double happiness, Pisces but many do not know 729. The decline in brand awareness means depreciation of brand equity, which, of course, is not what 729 would like to see. From the brand loyalty point of view, there is no doubt that 729 in its 30 years of development process, trained a large numbe