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Brand Remodeling: Change Is To Remain Unchanged.

2011/9/8 9:39:00 39

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Not long ago, the 2011 global brand remodeling Award "ReBrand100" was announced. None of the Chinese companies listed the result.

In the past rapid development, Chinese entrepreneurs are more concerned about how to survive, how to make enterprises grow fast, and often do not pay enough attention to brand building.

But with the rapid economic development, China is trying to pform from a big manufacturing country to a big brand country. More and more Chinese entrepreneurs dream of making their brands China and the world.

Famous brand

To achieve this goal, for most Chinese enterprises, they are faced with the real problem of brand remolding.

As the name implies, brand remolding is the remolding of brand. It refers to overthrowing the image of the previous brand in people's mind, and by repositioning the target consumer groups, improving product quality and service, and using brand marketing to promote brand image and enhance brand awareness, and gradually generate brand appeal, forming brand effect and brand core value process and activity.

By rebuilding the brand, we can improve the loyalty of consumers on the basis of high recognition. However, brand remoulding is not only simply changing the brand logo. It is no longer simple to rebuild a brand than a new brand. It also needs a lot of cost, and it also implies a lot of uncertainty and crisis.

In 2010, China has the longest history.

market share

Lining, the highest sporting goods company, has announced the brand remolding strategy in a high-profile manner. In addition to issuing brand new labels and slogans, it has made corresponding adjustments to the brand target groups, product positioning, brand connotation and development system, hoping to take the brand new image to occupy the mental resources of the consumers and expand the international influence of the Lining brand.

However, over the past year, Li Ning Co has faced many difficulties, such as high-level shocks, the reduction of shares, and the failure of brand remolding strategy.

In fact, Li Ning Co's brand remolding setback is not a single case. For the vast majority of Chinese garment enterprises, the brand remolding is like a lobster with good taste and color. It looks delicious, but it doesn't seem to know where to go.

Brand is the brand mark of enterprises in the minds of consumers. This brand represents a kind of positioning, a kind of partition or a kind of value commitment.

It takes a lot of effort for a brand to branded a brand into the consumer's mind, and it will be extremely difficult to erase or rewrite the brand that has been "branded" into the consumer's mind.

To create a strong brand often requires huge capital investment and decades of painstaking efforts. To change the original brand logo or brand positioning will certainly make the enterprise face great risks. The case of failed brand remodeling is numerous, and even the enterprises that are heading for decline are more than that.

There must be risks in change, but can it be avoided in the same way? Can it be changed or unchanged?

To change or to remain unchanged is a difficult problem.

We know,

brand

The existence of brand depends not only on the internal management environment of enterprises, but also on the market and external environment.

Whether the changes in the internal business environment or the changes in the market and the external environment require the brand to adapt to this change. In other words, the brand must keep pace with the times and seek to maintain or enhance in the changes, so that enterprises and brands will remain young forever.

From this perspective, change is precisely for the sake of invariance.

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Generally speaking, brand reshaping can be divided into three ways: integrating other brands under one brand, combining the original two or more brands, forming a brand new brand, naming a brand new brand.

Either way, enterprises should pay attention to the process of brand remoulding. On the one hand, we must find out the elements that the original brand can not adapt to the market. On the other hand, we should also pay attention to retaining the valuable part of the original brand and re planning and managing the brand.

In remodeling business or product brand, we need to pay attention to the following three aspects:

First, find the key starting point for brand remolding.

The essence of brand remolding is reshaping the core value of a brand, brand positioning and brand personality.

The purpose of brand remolding is not to overturn the original brand, but to upgrade and maintain the original brand, to change the brand image that has been lagged behind through the brand remolding, to set up a brand new image suitable for the times, and constantly enhance the brand value.

The primary task of enterprises wishing to reshape the brand is to re-establish a meaningful core connotation for their brand through systematic research, and establish their brand image in the mind of the target group according to the brand connotation.

Only by clearly planning the brand image can the brand remodeling take a solid step.