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86岁的百雀羚,在今年上半年掀起了老品牌焕新的浪潮。今年5月,百雀羚携手一个名为“局部气候调查组”团队,以一波怀旧情怀的广告《一九三一》成功占领了网友的朋友圈。一个在主流社交网络上几乎被人遗忘的老国货品牌,又重新杀回到大众视野了。与百雀羚一样被淡忘的老品牌不在少数。这不仅仅是时代变化的产物,也与这些品牌缺乏焕新密切相关。老品牌如何焕新,才能真正抓住百变的消费者?如果不是功能层面和产品层面的焕新,单纯打怀旧牌,只是一种短期的战术,而不是长久的战略。一个健康的品牌会不断地适应外界的变化。这种改变并不只是简单地改进一下传播理念和方式,要从产品理念和公司理念做更深刻的转变。
The one hundred-year-old Bai Que Ling set off a wave of rejuvenation of the old brand in the first half of this year. In May this year, Bai Que Ling joined hands with a team called the “Local Climate Investigation Team” to a wave of nostalgic advertising “1931” successfully captured the friends of friends. An old national brand, almost forgotten in the mainstream social networks, has regained public view. As with the 100-year-old gazelle forgotten old brand is not unusual. This is not just a product of the changes of the times, but also closely related to the lack of new brands. How to rejuvenate the old brand in order to truly grasp the ever-changing consumers? If not functional and product level rejuvenation, just remember the old card, only a short-term tactics, rather than long-term strategy. A healthy brand will continue to adapt to changes in the outside world. This change is not simply to improve communication ideas and methods, from product ideas and corporate philosophy to make more profound changes.