Study On The Brand Revitalization Strategy Of Chinese Old Brand F Pharmaceutical

Most of the old Chinese brands have become the treasures of Chinese traditional culture after a century of weathering,and are important cultural assets that inherit national culture,continue the essence of the times and record urban changes.However,with the development of society,increased competition and the upgrading of consumer attitudes,these old brands have gradually entered the trough of development,with varying degrees of aging.From the perspective of long-term brand management,old brands need to pay more attention to the aging of their brands.As the oldest surviving pharmacy in Yunnan,"Fulin Tang" has experienced a long period of glory in its 166 years of development,but now with the rise of various pharmaceutical chain brands,its sales revenue is declining year by year,its market share is decreasing year by year,and its brand awareness is also decreasing,without timely adjustment of its brand development Strategy,will inevitably go into decline.Therefore,it is of great practical significance to study the brand revitalization strategy of "Fulin Tang".In order to stimulate the brand vitality of "Fulin Tang" and revitalize its golden signboard,this paper analyzes the current situation of "Fulin Tang",the brand status,the brand revitalization strategy,and the brand revitalization strategy through data review,field visits,questionnaire surveys,and interviews with senior management.We analyzed the development status,brand status and industry characteristics of "Fulin Tang" and identified the gaps by comparing with famous old pharmaceutical brand enterprises,and finally concluded that "Fulin Tang" has a series of aging problems such as brand equity loss,solidified consumer group,old product system and single sales channel.We also concluded the reasons for the aging of the brand and introduced the brand revitalization matrix of "Fulin Tang" into the corporate brand management.The analysis of the brand revitalization mainly includes the following two aspects: 1.whether the company has the conditions for brand revitalization;2.the brand revitalization matrix is introduced into the company and combined with the actual situation of the company,and a brand revitalization strategy is given that includes two levels of brand nostalgia and brand innovation.The nostalgia strategy is to strengthen and activate consumers’ original cognition by awakening brand culture and reviving brand stories,while the innovation strategy is to expand target markets,innovate products and services,broaden sales channels,create brand communities,unify brand image and enrich brand communication in a three-dimensional and multi-faceted way to reshape brand image and change customers’ cognition,so as to consolidate old customers and extend new ones.The two approaches complement each other to effectively activate the brand.This paper not only provides a detailed strategy for the brand revitalization of "Fulin Tang",but also provides a reference for the revitalization and long-term development of other old brands in China,which not only enriches the long-term brand management theory,but also provides a case reference for the revitalization and sustainable development of Chinese old brands and national medicine brands.