Research On Brand Rejuvenation Based On Brand Identification System

In recent years,with the rapid development of the domestic economy,market has also undergone rapid changes.Many classic brands have begun to face the challenge of brand rejuvenation.On the one hand,because of the changes in the market environment,consumers’ consumption habits have become more mature,and a lot of small but competitive brands have emerged in the market in response to these trends,gradually seizing the market,which can be seen as external competition.On the other hand,because of the rapid growth of young consumers,attracting this group of consumers who are at the top of all age groups in terms of consumption growth and consumption ability means seizing the future.Therefore,with many new consumption characteristics,they have different demands for the products and services from brand,which can be seen as internal challenges.Therefore,under such external and internal troubles,it has become an urgent problem for every classic brand to actively respond to market changes,grasp the trend of young consumption,and achieve brand rejuvenation.How to realize the brand rejuvenation is also a problem that has been widely concerned.In academia,there are two schools.One is to make consumers feel new brand assets and then feel youthful vitality through innovation,and the other is to rebuild the relationship between customers and brands through nostalgia to achieve brand activation.But how can such a theory be systematically implemented in the specific implementation process of enterprises?Does the combination of the two paths not conflict or even better realize brand rejuvenation?Based on this,this paper chooses Nescafe as a typical case to study the above problems.First of all,since Nescafe entered the Chinese market more than 30 years ago and has become the most popular instant coffee brand in the country.Even though the domestic coffee market has gone through several stages of upgrade,Nescafe has always been able to stand firm in the market,which thanks to its ability to systematically build and manage the brand in practice.Secondly,Nestle Coffee is also facing the internal and external problems mentioned above,and it is urgent to solve this problem.What’s more,as a classic over-30-years brand,Nescafe has succeeded to created new brand assets through a series of brand marketing activities on the basis of retaining its original brand assets.Therefore,this paper mainly combs the rejuvenation strategy of Nescafe through literature analysis,case analysis and semi-structured interview,based on the brand identification system and combining with the relevant theories of brand rejuvenation.It mainly includes the following parts:(1)The introduction part of the first chapter explains the background,significance,contents,methods and technical route of the thesis;(2)The second chapter is the theoretical basis and literature review,which mainly summarizes the relevant theories about brand and brand management,brand image and brand identity,and brand rejuvenation;(3)The third chapter describes the research problems and the process of case selection and data analysis;(4)The fourth chapter combs the development situation and trend of China’s coffee market,briefly analyzes the prospects of the coffee market,summarizes the changes of the coffee consumers,their characteristics and needs in the three development stages of China’s coffee market,and briefly analyzes the main competitors;(5)The fifth chapter analyzes the development of Nescafe,and finds the main problems in the four dimensions of product,organization,humanization and symbol based on the brand identification system;(6)The sixth chapter mainly summarizes and combs the brand rejuvenation strategies and effects of Nescafe based on the brand identification system in the four dimensions of product,organization,humanization and symbol through nostalgia and innovation;(7)Chapter 7 summarizes the research conclusions on the rejuvenation of Nescafe brand and extracts specific strategies that can be used for reference by other similar brands.This study found that,in fact,the reason why Nescafe became popular 30 years ago and occupied the first place for a long time is that it has done a good job of brand rejuvenation over these decades.First,they have grasped the market trend and realized the normalization of brand rejuvenation.The market has never stopped changing,and the demand for consumption has never stopped iterating.Just as the establishment of brand image is a long-term issue,the realization of brand rejuvenation is not overnight.Therefore,enterprises should use their keen sense of market smell to dynamically adjust their market strategies and always pay attention to and meet the needs of young consumers.Second,they established brand image systematically and comprehensively.The establishment of brand image can not be achieved by a single product or marketing activity.It requires enterprises to combine scientific methodologies and systems,and build it from the four dimensions of product,organization,humanization and symbol.Third,they realized rejuvenation by combining nostalgia and innovation together.These two methods can be organically combined,especially for classic brands such as Nescafe,it is necessary to make good use of the original brand assets and continuously extend brand assets to stimulate the vitality of the brand.