Analysis Of A Brand Reconstruction Operation Model

Taking brand management, integration marketing, risk management,marketing, communication, management science and crisis management aslogical and analytical basis, and based on practical analysis anddomestic and overseas exploration on famous brand management cases, howto establish a declining brand and brand reconstruction model and howto use this model are discussed.Brand reconstruction is built on its original brand value, and it isa systematic engineering, which renovates the brand core contents andbrand identification. This thesis is composed of four parts except theintroduction and conclusion part.Part One: Brand and Brand Reconstruction. From the point of view ofbrand, brand function and brand growth theory, the concept of brandreconstruction is presented innovatively, which offers the analyticalfoundation for this paper. Firstly, the importance of the brandreconstruction is discussed using the brand reconstruction theory.Secondly, the prerequisites of brand reconstruction are analyzed in orderto find out the process of brand planning and management. This thesisaims at arousing the concern on this issue in both theoretical andpractical fields.Part Two: Analysis of Brand Declining Causes. The brand decliningcauses are analyzed and problems existing in brand operation in Chinaare pointed out. Domestic brands are compared with overseas brands andthe difference between these two brands is found out.Part Three: the value of a brand reconstruction. It is pointed outthat the value of a brand should be evaluated before its reconstruction.A method is introduced to evaluate a declining brand.Part Four:Establishment of a Brand Reconstruction Model. After abrand is confirmed to be worth reconstructing, the brand reconstructionis implemented according to the brand reconstruction model. Ways forbrand reconstruction can be integrated from four parts:consumer-oriented;product-oriented;means to change brandidentification images;and aiming at promoting brand values and createbrand additional values.In the Conclusion Part, the author discusses the influence factorsand some problems that need to be concerned. It is pointed out that itis a complicated systematic engineering for a brand declining enterpriseto reconstruct its brand image through the brand reconstruction model,and the enterprise should continuously explore and practice to perfectbrad images.In order to test the above research achievements, the author offersthe "Idall" brand marketing plan in the appendix.