Research On Brand Activation Of Shanghai A Shopping Center

As a business model of high-end real estate,shopping centers have entered an era of both stock and increment.In the double containment of emerging shopping centers and online shopping platforms,old shopping centers have experienced business data declining and brand aging.Shanghai A shopping center was completed in 2002.It was one of the top shopping centers in Shanghai 20 years ago.At present,it is also facing the above problems.In order to revitalize old brands,this paper first studies the theoretical literature of brand revitalization,and finally takes brand awareness,brand image,brand attitude and brand relationship as the main influencing factors of brand revitalization,and puts forward the hypothesis;then,through SWOT analysis of Shanghai A shopping center,this paper explores its deficiencies in brand awareness,brand image,brand attitude and brand relationship management;after that,in order to fully measure the role of the four brand factors in brand revitalization,this paper conducted a questionnaire survey,which was completed in cooperation with 332 consumers.The survey data further demonstrated the positive impact of brand awareness,brand attitude and brand relationship on brand revitalization,and also found the indirect impact of brand image on brand revitalization by influencing brand attitude;finally,this paper provides some specific optimization strategies for the brand revitalization of Shanghai A shopping center.This paper believes that Shanghai a shopping center should take increasing brand awareness,strengthening brand image,improving brand attitude and brand relationship as the main directions of brand management in the future,keeping balance of "nostalgia" and "innovation",so that consumers can think about A square more frequently when they have consumption demand,so as to gradually improve the brand aging phenomenon of Shanghai A shopping center and achieve the purpose of brand revitalization.