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品牌老化,正成为国内外很多企业要面对的现实问题。老品牌如何焕新,才能真正抓住百变的消费者。86岁的百雀羚,在今年上半年掀起了老品牌焕新的浪潮。5月,百雀羚携手一个名为“局部气候调查组”团队,以一波怀旧情怀的广告《一九三一》成功占领了网友的朋友圈。一个在主流社交网络上几乎被人遗忘的老国货品牌,又重新杀回到大众视野了。诞生于1931年的百雀羚和一批本土老品牌相似,正逐渐被消费者淡忘。多数情况下,是产品层面的创新式微,而品牌的光彩也随之黯淡。
Brand aging, is becoming a reality many domestic and foreign enterprises have to face. How to rejuvenate the old brand, to truly grasp the ever-changing consumer. The one hundred-year-old Bai Que Ling set off a wave of rejuvenation of the old brand in the first half of this year. In May, Bai Que Ling joined hands with a team called the “Local Climate Investigation Team” to capture the netizen’s circle of friends with a wave of nostalgic advertisements “1931”. An old national brand, almost forgotten in the mainstream social networks, has regained public view. Bai Que Ling was born in 1931 and a group of native brands similar to the old, is gradually forgotten by consumers. In most cases, it is an innovation at the product level, and the luster of the brand dims.