品牌刷新及其路径选择

本文认为,在我国比较特殊的品牌生态环境下,企业重品牌创立轻品牌管理,品牌衰退、品牌非正常死亡现象异常突出。针对问题品牌可以采用刷新策略,通过对品牌信息的重新构建和传播途径的取舍,支持强化品牌目标,进而强化或改变原有品牌形象,以新的品牌信息刷新旧有品牌形象,激活品牌联想,使原有品牌形象清晰化、丰富化,直至强大。文章提出,差异点和活力点是进行品牌刷新强有力的工具,能够改善、提升或强化目标品牌,但在选取差异点或活力点并实施品牌化的过程中,必须注意优先性、投入及隐身和现身等问题。

Refurbishment of Brand and the Choice of Route

Under the peculiar living environment of trademark in our country,most enterprises think much of the founding of trademarks but make light of the management on it,and the declining and abnormally decease of trademarks become a prominent phenomenon.With the analysis of the phenomenon of trademark declining and its reason,the author comes up with trademark renovation as the concrete resolvent of the problem.And at the same time,the author points out that the trademark renovation is also the essential route to cumulate the capital value of trademark.