消亡品牌復(fù)活之道（The dead brand resurrection）

1、消亡品牌復(fù)活之道（The dead brand resurrection）Wen/ v-marketing successful MARKETING special reporter liu xinAt present, there is a rebirth trend of dying brands in the United States, some classic brands, once famous and famous; After that, it disappeared from the market for a variety of reasons. Now, with th

2、e good memories left in the consumers mind, many brands that have been dead for years are resurrected.In our lives, new brands are emerging, and many new products are listed every day, and people are not used to it. But, have you ever noticed that in the new brand, there are some more specific: pack

3、aging, LOGO, even the name is a feeling of deja vu, some even are very familiar with, but with the impression the image and not exactly the same, it should be in what is the secret behind this? Subscribe to the successful marketing please click /dingyueThese evoked memories of

4、 you brand, contains the experience is not simple, they have been popular in one s of popular products, household is used to describe never, then gradually decline because of some reason, suddenly disappearing from the market, slowly fade in peoples memory, we can call them die brand, take the brand

5、, zombies. But now they have the chance to see the world again.Sounds very mysterious, however, if these coming back to life brand complete, you will think that this has nothing to do with the mysterious completely, but the diversity of the word how marketing . Like ford, which announced the city of

6、 Taurus in 2006, but announced in 2007 that it would reinvest in production, this is a clear example.Nostalgic brands, reconstructing classics?Recently, the United States when out shopping, people started to find some different interesting phenomenon - some options for many years, but had to bring t

7、heir memories of classic brand, with little change image or brand new appearance, recreate retail stores, shopping malls, in succession for some nostalgic americans, it is a surprise.Think of it, start at the famous chain pharmacy store CVS established painkillers Nuprin, at the grocery store to buy

8、 once popular Snacks Eagle Snacks, can even order at D Salon Selectives, this in the late 1980 s and early 90 s classic hair care brand, can bring people many good memories? Subscribe to the successful marketing please click /dingyueAnd thats not all. Next, there m

9、ay be more big surprise, the American household brand of coffee, retreat city for more than ten years of Brim may soon reappeared in peoples field of vision, I dont know how much it will spur to peoples nerves. To know what a popular brand Brim is in the United States in eight or nine years, mention

10、 the famous slogan Fill it to the rim - with Brim! (fill it up!) No one knows. More than a decade since the 1990s and now Brim has been in the market, countless people still miss it and look forward to buying it again.But whether its Salon Selective, or Brim or whatever,People see only one brand com

11、eback action, but the story behind it is very complicated. Because of the complexity, big companies are also afraid to tread lightly. These Brands are recreated, thanks to a Chicago company called River West Brands, which is not big. River West was only a few years old, but efforts and attempts at t

12、he field of reconstructing the dying brand have been impressive.Not only did it acquire brands such as Underalls, Salon Selectives, and Nuprin, but it also brought them back to the market. Even Paul Earle, the founder, says: most of the time, were dealing with a brand with only intellectual property

13、. No retail locations, there is no specific goods, distribution channels, no transport fleet, no branch factory, nothing. Only memories of the remnant, evoke memories of consumers, we start the business. Subscribe to the successful marketing please click /dingyueIntangible ass

14、ets and tangible reconstructionWhy not invest time, energy, and money into new brands, but instead rebuild those offline brands that are offline and away from peoples lives? This may be a question many people want to ask.To answer this question, not a two words can say clearly, but before put things

15、 in perspective, it must be clear, these brands to relist is not due to quality problems or not enough, on the contrary, most of them have higher quality level, have been selling or a hot commodity.Lead to the cause of the decline and demise is a very complex internal product line adjustment and int

16、egration, the Brim of coffee, for example, from 1961 to 1995, gm food has spent heavily to build the Brim, let it become one of the best coffee brands in the United States, thunder exciting.However, after the parent company general foods was acquired by Altria, under the internal adjustment and inte

17、gration, Brim gradually fell out of favor, lost competitiveness, even declined, and finally died out. Similarly hair care products Salon Selectives, in 1987, Salon Selectives in Helene Curtis for the first time, location is in the home can also be used to the hair Salon featured products, only a yea

18、r, sales of $100 million, Wall Street even claim that it could be the most successful in the history of hair care products. It wasnt until 1996, when unilever bought Helene Curtis, that the situation began to change.Its hard to tell exactly how a brand is going to die out, and sometimes even if you

19、can buy a product on the shelf, it may be dying. Around 2000, Salon Selectives fell victim to the brands internal adjustment. When River West makes acquisitions today, only intellectual property rights such as trademarks and original recipes remain. Subscribe to the successful marketing please click

20、 /dingyueBut are these brands victims of history? The answer is: no, they still have brand value. According to a survey, River West found that people are not completely oblivious to the brands that are already playing ancient.But retains certain memories, even the beautiful me

21、mories, such as what you did to Brim after a year-long investigation, River, West found that in people over the age of 25, the Brim has 92% of the national presence. This means that no matter where in the United States, as long as the mention Brim, nine of the 10 people know this brand, if for a new

22、 coffee brand, or other brands, this is unthinkable.This involves a hot topic in marketing - Brand Equity, which is Brand awareness, recognized quality, Brand association and Brand loyalty. For these dead brands, although their entities have disappeared, some brand equity remains. In addition to the

23、 brand name, LOGO, image is deeply rooted in the hearts of the people, and, more importantly, people for their awareness and goodwill degrees are maintained a certain level, the latter two are particularly important, it is the intrinsic factor to maintain the brand and emotional connection between p

24、eople and makes them even have to relist, still occupies a place in peoples mind.So when faced with a new brand that doesnt know what to look like, its going to cost millions of dollars to build, and the brands that are dying are competitive.In the process of research, River West of researchers foun

25、d another marketing positive - they found, in memories of the old brand, the memory of people often happen some deviation, or dislocation, embodied in, recall some brands of products, but in fact this brand has never made this kind of product; Or the product of the product that the brand produces th

26、e illusion, clearly it produces the pajamas only, but people remember it also produces the clothing product such as the shirt, coat. In fact, its just time and memory together with people to open a joke, but for marketers, its a good chance, substitute stealthily is love in the way of advertising. S

27、ubscribe to the successful marketing please click /dingyueThe case of the Beanstalk Group, a licensing consultancy, is a telling one. Nine years ago, Beanstalk teamed up with Stanley Works, a tool maker, when Stanley Works was trying to find a new way for its struggling brand.

28、 At that time, Stanley had a very interesting test in the brand research of consumers, and in one group, someone insisted that he had a Stanley ladder in his garage. But in fact, Stanley never made a ladder.The seemingly trivial matter has inspired Beanstalk to inspire - and Beanstalk has not advise

29、d them to invest in a ladder factory or simply turn to a ladder. Instead, Stanley was acting in the opposite direction, signing a licensing agreement with the big ladder maker and dealer Werner, and Werner could sell the ladder in the name of Stanley. Not only did Werner get more opportunities to hi

30、t the shelves, but it also created more performance, giving Stanley a new product line and licensing fees. And thats not all, with the help of Beanstalk,Stanleys brand has been linked to a number of products - from work gloves to rubber shoes, other things that Stanley has never, and not yet produce

31、d, now appear in the Stanley brand line. Stanley did not need to produce these goods, but also expanded the vitality of the brand, and these partners, with the influence of Stanley, were well placed.In fact, the deviation of memory for the reconstruction of the dying brand, has a special significanc

32、e, in general, consumers will remember the brand essence, namely what, but also can forget brand characteristics, namely the what, know the Brim is coffee, Mocca coffee or Cappucino, they are not clear. In this way, when rebuilding a brand, it creates a possibility to ignore the original features of

33、 the brand, and introduce products that conform to the brands products to achieve the effect of grafting. Just as Fill It to the rim with Brim stands for a variety of flavors of coffee, not just a particular flavor of coffee. For marketers, in the brand Renaissance, this is more conducive to the pos

34、itioning and creation of product lines. Subscribe to the successful marketing please click /dingyueA nirvana in painAlthough future is promising, but the revival of the dying brand, is still a long way to go, people usually will revive brand one hundred compared to the phoenix

35、 nirvana, and the reconstruction of the brands of the destroyed, task difficulty and have a ratio.The key is that it is not the best-selling brand of the year, and it can be the main stage of todays stage, not every brand can be revived. Whether it is suitable for The Times and the market, whether t

36、he technology is still advanced and capable of maintaining a certain level, this is the core element. After all, reconstruction is based on brand.There is also a question that needs to be considered: what was the reason for the brands departure from the market? Is it an internal cause or an external

37、 cause? There is no cure for internal medicine. External causes are irresistible factors such as acquisition and consolidation, or an unhealthy external cause caused by internal causes. All of this needs to be done in a large amount of research, and only those brands that are still healthy are fit f

38、or the Renaissance, in response to the market, brand and channel.In addition, one of the issues facing the brand is: what form will it be re-listed after the product line has been identified? You need to know that people who have a particular emotional attachment to these brands are basically at a c

39、ertain age, typically at least 25 or over 30.Relatively high loyalty customers tend to be in this group, and brand support is easier. But for younger people, conquering them is a challenge - they may not have used the products or even heard of them. How to make these products both evoke nostalgic fe

40、elings and make them look new and vibrant, balancing the two is not an easy task.At this stage, the marketing activities around the reorientation, redesign, packaging and advertising of products become very important. In fact, its more challenging than building a new brand from scratch.Select the part of the original brand that keeps people emotional, but you cant let it fall too far behind The Times; To join the elements that cater to the present aesthetic and consumption view, but not to diminish the sense of