老字号品牌资产五维度探析——基于Aaker理论

作为曾经的强势品牌,老字号品牌资产流失严重,在老字号品牌资产的五个维度中:忠诚顾客偏少、趋于老化但相对牢固;品质认知度和美誉度较高;品牌联想中历史文化联想丰富而现代联想不足;知名度则限于老顾客且区域性较强,在新顾客中知名度较低;市场行为方面,市场份额低,营销能力薄弱。

Study on the Five Dimensions of Brand Equity of the Time-honored Brand based on Aaker Theory

As a former strong brand,the time-honored brand has a serious loss of brand equity.In the five dimensions of brand equity： Too few loyal customers,the aging but relatively strong.Higher perceived quality and reputation;Rich historical and cultural associations,but lack of modern associations;Awareness is limited to the older customers and regional stronger,less well-known in the new customers;About Market behavior,market share is low,marketing capability is weak.