Established brands often face numerous challenges, among which the aging of brand image and the intensification of market competition are the most prominent. These issues, like heavy shackles, restrict the development of established brands and cause them to gradually lose their advantages in the tide of the new era. When a brand needs a "revitalization", figuring out how to carry out effective reshaping becomes the key to rejuvenating the established brand.
Many established brands, relying on their long history, solid quality, and good reputation, once occupied an important position in the market. However, as time goes by, some established brands fail to keep up with the pace of the times, leading to the gradual aging of their brand image. Take a traditional clothing brand as an example: its brand logo has remained unchanged for many years, with an outdated design style, leaving consumers with an old-fashioned and out-of-date impression. In terms of product design, the brand still adheres to traditional styles and color matching, failing to fully take into account the current consumers' pursuit of fashion and personalization. At the same time, the decoration style of its stores also appears very old, lacking a sense of modernity and attractiveness, making it difficult to catch the attention of young consumers. This aging of the brand image has caused the brand's recognition and reputation among the young consumer group to decline continuously, and its market share has gradually been eroded by emerging brands.
There are multiple reasons for the aging of established brands' images. On one hand, consumers' demands and aesthetic concepts have undergone tremendous changes. Today's consumers, especially the younger generation, pay more attention to personalization, fashion sense, and a sense of technology. Their requirements for brands are no longer limited to product quality, but also extend to the values and lifestyle conveyed by the brand. On the other hand, established brands themselves lack innovation and are slow to respond to market changes. Some established brands rely too much on past successful experiences, ignore the research and analysis of market trends, and fail to adjust their brand strategies and product strategies in a timely manner, resulting in a disconnect between the brand image and market demands.
In addition to the aging of brand image, established brands also face increasingly fierce market competition. In various industries, emerging brands are springing up like mushrooms. Relying on innovative products, unique marketing methods, and flexible market strategies, they quickly attract consumers' attention and bring huge competitive pressure to established brands. In the smartphone market, some established brands that once dominated are now facing challenges from many emerging brands. These emerging brands continuously launch innovative products, such as high-pixel cameras, fast-charging technology, and foldable screens, to meet consumers' needs for diversified smartphone functions. At the same time, they use emerging channels such as social media and online marketing to carry out extensive brand promotion, quickly enhancing their brand awareness and market share. In contrast, some established brands are relatively backward in product innovation and marketing promotion, and their market share has been severely impacted.
Behind the intensified market competition lies profound changes in the market environment. With the in-depth development of economic globalization, the threshold for market access has been lowered, and more and more enterprises have entered the market, intensifying the degree of market competition. In addition, the rapid development of the Internet and digital technology has changed consumers' shopping habits and ways of obtaining information, and also provided opportunities for the rise of emerging brands. In such a market environment, if established brands fail to adjust their strategies in a timely manner and enhance their own competitiveness, they will easily be eliminated by the market.
Faced with the dual challenges of aging brand image and intensified market competition, established brands need to carry out comprehensive reshaping and "revitalization" to regain market share and consumers' favor. The following are some effective brand reshaping strategies:
-
Repositioning the Brand: Established brands should conduct in-depth analysis of changes in the market environment and consumer demands, and re-examine their brand positioning. They need to clarify the target consumer group and identify the unique value and competitive advantages of the brand in the new era. For example, a traditional sports brand, which originally targeted the middle-aged and elderly market with product design focusing on comfort and durability, repositioned itself in the face of intensified market competition. It expanded its target consumer group to the younger generation, launched a series of fashionable and personalized sports products, and emphasized the brand's sports spirit and fashion attitude, successfully attracting the attention of young consumers.
-
Strengthening Product Innovation: Increase investment in product research and development, and launch new products with differentiated competitive advantages based on market demands and consumer feedback. Focus on product function innovation, design innovation, and material innovation to meet consumers' needs for high-quality and personalized products. An old-brand food brand, while retaining traditional craftsmanship and flavors, developed a series of new low-sugar, low-fat, and ready-to-eat products to meet the modern consumers' demand for healthy and convenient food, which is deeply loved by consumers.
-
Optimizing the Brand Image: Conduct a comprehensive upgrade of the brand image, including aspects such as brand logo, packaging design, and store decoration. Make the brand image more contemporary and attractive, and in line with the aesthetic concepts of the target consumer group. At the same time, enhance the connotation and value of the brand through the dissemination of brand stories and brand culture. For example, an established cosmetics brand redesigned its brand logo, adopting a more concise and fashionable style, and updated its product packaging by integrating modern design elements. In addition, the brand also enhanced consumers' recognition and favorability by telling stories about the brand's historical heritage and R&D process.
-
Expanding Brand Communication Channels: With the popularization of the Internet and social media, brand communication channels have become increasingly diversified. Established brands should actively expand their communication channels, making full use of emerging channels such as social media, online advertising, and live-streaming e-commerce for brand promotion and product marketing. At the same time, strengthen interaction and communication with consumers to improve brand awareness and reputation. A traditional home appliance brand, through cooperating with well-known Internet celebrities for live-streaming sales and launching interactive activities on social media, attracted a large number of consumers' attention, and its brand awareness and product sales have been significantly improved.
-
Building a Brand Ecosystem: Collaborate with upstream and downstream enterprises and partners to build a brand ecosystem, realizing resource sharing and complementary advantages. Enhance the overall competitiveness of the brand through cooperative innovation. For example, an established automobile brand cooperated with technology companies to jointly develop intelligent driving technology, and collaborated with parts suppliers to optimize the product supply chain. By building a brand ecosystem, the brand has achieved significant improvements in product innovation, production efficiency, and service quality.
When established brands are trapped in the predicament of aging brand image and intensified market competition, they are fully capable of rejuvenating themselves by implementing effective brand reshaping strategies and conducting comprehensive "revitalization". In the process of brand reshaping, established brands should dare to break the constraints of traditional thinking, actively embrace changes, be driven by innovation, and guided by consumer demands. They should continuously optimize the brand image, enhance product competitiveness, and expand market share. Only in this way can established brands remain invincible in the fierce market competition and continue to write a brilliant chapter.
About Hauns
Hauns is a creative strategic thinking to import brand growth of the consulting company, we have a broad international perspective, to import brand within the creative strategic thinking, through the research analysis, strategic positioning, brand design and other professional core ability, build a complete brand system from inside to outside, with professional services for the brand, Help enterprises to achieve real brand growth, brand recognition image of a new look!
