Study On The Brand Rejuvenation Of Pechoin

Brand awareness of Chinese enterprises and consumers has developed rapidly since the early 1990s.More and more brands begin to attach importance to brand building in order to enhance brand equity.The increasingly prosperous market economy creates more development opportunities and wider development space for brands,but at the same time,it also brings serious challenges such as intensified competition,homogenisation and too fast change of trend.Brands must keep up with the changes of the times and adapt to the current market environment,otherwise they will rapidly aging,presenting a decrease in product sales,and a series of declining phenomena,such as declining popularity and reputation.With the maturity of China's population structure,young consumers born after 1990 have become great potential stocks of China's consumer economic growth,so in the process of brand rejuvenation,besides their own innovation and perfection,how to keep pace with young consumers and effective communication between consumers has become a major issue for traditional brands.As a representative traditional national brand in China,Pechoin has performed excellently in the implementation of the brand rejuvenation strategy and won the support and recognition of many young consumers.Pechoin has successfully rescued itself from the swamp of brand aging,which can be used as a typical case to analyze the reasons and methods of its success.The development of brand theory and practice has accumulated abundant experience so far.With the help of previous research results,this paper discusses how to realize brand rejuvenation based on specific cases,current communication environment,market situation and common characteristics of young consumer groups.Through in-depth analysis and Reflection on the way of brand rejuvenation of Pechoin,summarizing the steps and methods of formulating and implementing the brand rejuvenation strategy.