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Term |
Definition |
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Brand Reinforcement/Revitalization |
Brand Reinforcement品牌强化 The continuous maintenance of the freshness and
attraction of brand equity to stay alive in market and existing to the new
consumer. 持续保持品牌资产的新鲜度和吸引力，以在市场上保持活力并存在于新消费者中。
Brand Revitalization品牌激活 The reconstruction and refresh the activation of the
brand to attract consumer credibility and interest. 重建和更新激活品牌以吸引消费者的信任和兴趣。
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The importance / needed of Brand
Reinforcement/Revitalization |
For example, Lego been face
financial issues in early year 2003, the Lego are trying to create deep
relationship with its fan’s community. Even more, Lego collect idea by using
crowdsourcing and promise reward for those who suggested winning ideas.
Why need to revitalize brand? ·
Market Changing such as new competitor and new
technology. ·
Declining of product life cycle ·
The eliminate or decreasing of competitive advantages
such as pioneer advantages
How to revitalize brand? ·
Improving quality of product ·
Promotion and advertisement ·
Create uniqueness and new design ·
Rephrase positioning ·
Relationship management with consumer ·
Concentrate and find new market or segmentation. ·
Improve and renew perceived quality
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Pricing strategies to build brand equity |
Company needs to
help consumer to understand the product and service, so to appreciate the
actual benefit from the brand.
·
Price segmentation ·
Everyday low pricing ·
Communicating value ·
Value pricing ·
Reason for price stability . |
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How to measure brand? |
Qualitative measures techniques 1. Free
Association 2.Projective
Techniques 3. Zaltman
Metaphor Elicitation Technique 4. Neural
Research Methods 5. Brand
Personality and Values 6. Ethnographic
and Experiential Methods
Quantitative
Research Techniques 1.Brand
awareness 2.Brand Image 3.Survey 4.Brand
responding 5.Sales and
demand
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Different between product and brand |
Product ·
The tangible object produces by the company for the
consumer to purchase. ·
The object that represents and performs functions ·
Product could be simply copied and replace.
Brand ·
The Intangible asset for the company to attract
consumer ·
Brands represent the value and may benefit other
product under same brand. ·
Brand is unique identity, unable to be copied and
replace . |
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