After establishing their own brand image, many well-known companies neglect the maintenance, management and innovation of the brand, resulting in brand aging, weak sales, consumer fatigue and other problems. Be careful! Brands are also related to Everyone is the same. If you don’t stay active, you will grow old. Is this definitely not sensational? Because there have been too many cases in the market! Enterprises should upgrade and update their brand image and products in a timely manner while keeping the core value of the brand, and use the focus time and activities, or create a new brand system, so as to be able to meet the changing trends of the market, avoid aesthetic fatigue, stimulate and lead consumers' senses and needs, and bring more sustainable development.
The ancients said: It is difficult to conquer a country, but even harder to defend it. As competition intensifies, local companies are holding high the banner of brand competition and taking great pleasure in conquering cities and territories. However, it is not easy to create a brand, but it is even harder to maintain it. Some people today are still proud of the spring breeze, and the spring water flows eastwards in the blink of an eye. However, some people seem to have the ability to maintain their appearance, and the Great Wall will never fall. If we break down the phenomenon of brand aging, we will find that it is nothing more than the following situations: management ideas and business strategies are outdated and lack innovation; the role of brand communication and publicity and promotion is ignored, and promotion is rarely done, or the promotion method has no new ideas; advertising is the same and boring. Fan Cong does not meet functional requirements; it cannot effectively utilize existing resources for integrated marketing and cannot form synergy; its channels are aging and manufacturers have poor communication; dealers wait for customers and rarely take the initiative to carry out activities and promotions; product updates are not timely, The appearance and functions are not novel; the image of the store is outdated, and promotional materials are not updated in a timely manner.
In fact, the long-term history brings not only benefits to the enterprise, but also may become a stumbling block to development, because the management ideas and various systems accumulated by the enterprise for many years are difficult to change in the later stage. If These systems are in conflict with the current new situation, and they are bound to hinder the development of enterprises. Why are brands aging? In this society known for its eyeball economy, brands have also lost the opportunity to "rely on the old and sell the old". Unlike fine wine, which gets mellower with age, the key to success for a brand is to stay younger. Well-known marketing expert Li Huifang said that if you want to find a real solution to the problem of brand aging, you must first accurately find the root cause of aging. Only by finding this root cause can you truly prove a practical solution. In general, there are mainly the following reasons:
1. Brand aging
The fundamental reason for brand aging is the rigidity of ideas and concepts, no or little attention to market dynamics, and Incapable of grasping market trends and out of touch with the development of the times. This kind of enterprise lacks long-term development ideas and does not seek innovation or change. It just tries its best to maintain the current scale or profits. It has no ambition and motivation to become stronger and better. As a result, it neglects brand building, communication and promotion, terminal construction, and channel optimization. , attracting talents and other tasks, various problems arise one after another.
The early system suppressed the vitality of enterprises. Although the industry has developed rapidly in recent years and its operations have become more standardized, because this industry is a grassroots industry that started from workshops, companies at that time often adopted extensive management consciously or unconsciously, and the system was not perfect. If there are loopholes in management, If methods and systems are not updated in time in the later period, they will constrain the development of the enterprise and make the enterprise lack vitality.
2. Following the trend and imitating
The phenomenon of following the trend and imitating is serious. Copycat style is prevalent in the electronics industry, and this is not the case in other industries. Whether it is product development and design, product selling points, advertising creativity, or marketing methods, many companies see what others do and imitate them. If you follow others, even half a step behind, you will eventually fall behind. The wise thing to do is to have confidence and courage, take the initiative to try and innovate, and form your own management and marketing routines. Of course, there are also factors such as companies’ inability to keep up with rapidly changing consumer trends.
3. No plan
In fact, during the period of planned economy, time-honored brands also accumulated a lot of advantageous resources. In response to the changing market situation, consumer needs are also constantly changing. Using a new resource integration and marketing concept to market is a shortcut for old brands to adapt to new markets. Let me ask, who doesn’t want to seek the brand’s secrets of youth? But the question is, how to carry out scientific, reasonable and effective care for a brand that has been built up through generations of struggle and maintain its youthful charm forever? The answer is actually very simple. Just four words: brand innovation! In a sense, the essence of brand innovation is to curb brand aging and rejuvenate the brand. The key to brand rejuvenation lies in concept innovation.
4. Catching up with the trend
The soul marketing theory believes that as a brand, you can have two innovative choices to win the hearts of the public. One is to be at the forefront of the trend, be a trend creator, and occupy the hearts of consumers for a while. The advantage of this is that you can directly become the object of worship. For example, Dior in the fashion industry and Ferrari in sports cars. But the price of creating trends is high. Therefore, this will always be the patent of a few brands. The second way for a brand to win people's hearts is to catch up with the trend with the public.
Be just a tiny bit ahead of the crowd in the direction they have chosen, and they will love you. The price is, of course there is a price, you have to let go of your proud personality. Because the direction is chosen by consumers, you only have to follow your "God".
Notes
Brand management is like hotel management. A certain amount of maintenance and upkeep costs must be invested every year to make it look new. Reshaping an aging brand is like running a hotel, which requires constant innovation. In short, "pairing the old with the new", "pairing the young with the old", "pairing the fashion with the old-fashioned", and "pairing the hot spots with the forgotten" are The only way to keep an aging brand looking fresh over time. Brand