Research On Brand Rejuvenation Strategy Of Domestic Traditional Food And Beverage Industry

Brand aging is a part of the life cycle of all brands,but how to delay this process,or even revitalize the brand,is a question worthy of discussion.In today’s highly competitive market environment,how to achieve rejuvenation of traditional food and beverage brands,slow down brand aging,and maintain market competitiveness has its practical significance.This paper puts forward the question of how to achieve brand rejuvenation in the traditional food and beverage industry,and conducts research and analysis with Want Want’s realization of brand rejuvenation as an example,providing inspiration and ideas for the construction of brand rejuvenation in China’s traditional food and beverage industry.This paper mainly adopts the literature analysis method,case study method and questionnaire survey method to carry out the analysis of Want Want brand rejuvenation.Firstly,the literature analysis method is used to search and consult the relevant literature of brand rejuvenation,to understand and analyze the brand rejuvenation.status quo.Then,after analyzing the current situation of brand aging in the domestic traditional food and beverage industry,combined with the changes in the external environment of the market and the development needs of the brand,this paper explores the necessity of domestic traditional food and beverage brands to achieve brand rejuvenation.Then,according to the research case of this paper,namely Want Want’s brand rejuvenation strategy,it systematically analyzes and studies from four aspects: positioning rejuvenation,image rejuvenation,channel rejuvenation and implementation of integrated marketing communication.In terms of achieving a younger positioning,Want Want mainly builds its brand from a younger consumer positioning and a younger product positioning.In terms of realizing the rejuvenation of the brand image,Want Want mainly shapes the brand image of Want Want from the rejuvenation of the IP image and the rejuvenation of the product packaging.In terms of realizing channel rejuvenation,Want Want has expanded online and offline channels respectively to achieve diversified development of channels.In terms of integrated marketing communication,Want Want has carried out brand cross-border marketing and social media marketing based on the 4I theory.In addition,this paper also uses the SICAS model to analyze the effect of Want Want’s brand rejuvenation communication.Finally,this paper summarizes Want Want’s brand rejuvenation strategy,and based on this,puts forward some enlightenment for my country’s traditional food and beverage brands to carry out brand rejuvenation construction.