Research on Brand Rejuvenation Strategy of Old Brands from the Perspective of Brand Marketing

Abstract

With the continuous development of the economy and the increasingly fierce market environment, the competition of brands in the consumer market is becoming increasingly fierce. In this situation, old brands are inevitably placed at a disadvantage and may even be gradually forgotten by consumers and eliminated from the market.To cope with rapid market changes and the developing situation of market competition, many old brands with weak competitiveness have chosen brand revitalization strategies to ensure a foothold in the consumer market. At present, although some old brands have successfully revived their brands through brand rejuvenation strategies, others have fallen into the trap of such strategies. When implementing brand rejuvenation strategies, many old brands have issues such as unclear brand awareness and positioning, superficial strategy implementation, and rapid strategy advancement. Therefore, it is suggested to emphasize the importance of individuation, adaptability, and conveying the brand's essence during the process of revitalization. This article analyzes various cases of old brands' rejuvenation, discusses and summarizes the potential problems commonly faced in the process of brand rejuvenation, and provides practical warnings and suggestions for old brands to implement brand rejuvenation strategies.