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The Change Of Brand Is &Nbsp, In Order To Remain Unchanged.

2011/9/8 10:12:00 25

Brand Unchanged

Not long ago, 2011


The result of the 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 a famous brand in China and even in the world. To achieve this goal, most Chinese enterprises are faced with the real problem of brand remolding.

As the name implies, brand remolding is the remolding of brand.


In the past, the image of brand in people's mind, by repositioning target consumer groups, improving product quality and service, using brand marketing and other means, re promotes brand image, enhances brand awareness, and gradually produces 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, Lining, a sporting goods company with the longest history and the largest market share, announced the brand remolding strategy in a high-profile manner, in addition to issuing brand new labels and slogans.


The connotation and development system have been adjusted accordingly, hoping to seize the mental resources of consumers with brand-new brand image and expand the international influence of 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 the change, but can the risk be avoided?

Then, is it changing or unchanged?

To change or to remain unchanged is a difficult problem.

We know that brand is never isolated. Brand survival depends not only on the internal business environment, 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.

Generally speaking, brand remolding can be divided into three ways: integrating other brands into a brand; combining the original two or two brands to form a brand new brand.


Name a brand new.

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.

Two, the process of brand remoulding should be from quantitative change to qualitative change.

The success or failure of a brand is restricted by certain objective factors, and it will also rise and fall because of some specific subjective factors.

It is not only in times of difficulty that we need to reshape the brand, but the process of brand remolding should be from quantitative to qualitative change.

In daily operation, enterprises should observe the market changes at all times and adjust the connotation and positioning of brands in a timely manner.

Otherwise, when the enterprise itself develops to a certain scale, the original positioning or image can not truly show the brand value and connotation, it may face a crisis.

The process of brand remoulding is not simply changing and changing slogans. It needs to make many changes, such as repositioning the brand, making the brand more in line with the modern trend, more in line with consumer psychology, or more brand personality, and can enter the new market.

The three is to establish a fast market response capability.

Now is the era of simple product and complex business.

Under the current situation, the problem that enterprises encounter is not production but overproduction, but it is difficult to expect this product to make money in the market.

Product homogenization is serious, and consumers have personalized and diversified requirements in choice, which requires our brands and enterprises to establish fast market response capabilities, and strive for personalized and differentiated demand.

While preserving the intrinsic value of the brand, we should excavate the added value of the existing products according to the market trend and consumption behavior, and integrate and reorganize the brand at the right time, so as to enhance the brand's new life, so that we can constantly satisfy the needs of the current consumers, and maintain the long-term competitiveness of the enterprises, and achieve greater brand benefit and long-term development space.

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