Brand Rejuvenation: How Do Traditional Brands Maintain Stable and Sustainable Marketing Effectiveness - Take Holland as An Example

Abstract

Due to the background that traditional brand now having trouble operating and young people have become the purchasing power, this study explores the reason for brand rejuvenation, determining factors of brand rejuvenation, ways to perform brand rejuvenation properly, and problems of brand rejuvenation in cake industry context and set Hollyland as an example to analysis brand rejuvenation. The 4P model is used in the research to analyse the case. In the case of Hollyland, product is designed to be of appealing appearance, place is set to be convenient for consumers, while the price is relatively higher than brands with similar market share. Among all marketing strategies of Hollyland, co-branding method and the taste stand out, which contribute to Hollyland’s development in the consumer’s purchasing experience aspect. Purchasing experience is found to be the most important factor affecting consuming behavior. The findings provide greater insights into consuming behavior and brand development, giving traditional brands ideas of better developing novel products. The findings also suggest that traditional brands should dive deep into ways of improving younger consumers’ purchasing experience, such as introducing co-branding, designing novel packaging and so on.