四大举措解决品牌老化销量下滑问题（Four major measures to solve the problem of brand aging, sales decline）.doc

四大举措解决品牌老化销量下滑问题（Four major measures to solve the problem of brand aging, sales decline） Many enterprises in the establishment of their own brand image, ignoring the maintenance of the brand, management and innovation, resulting in brand aging, sales weakness, consumer fatigue and other issues appear, alert! Brands, like people, will grow old without staying alive. This is not sensational. Lets look at some of the following: Recently, the MOTEL168, the third largest hotel chain in China, has been bought by the family. The hotel, originally owned by Morgan Stanley, is expected to be listed in the United States. Why has it been eaten by its competitors? One of the most important is the brand to aging, 80% people stay is 35 years old middle-aged man, although the MOTEL168 in the hotel decoration is good, but because there is no time to establish refresh the brand image, through a variety of marketing methods to drive traffic, especially among young people, in the competition, especially at home and 7 days of strong marketing campaign, causing consumer groups fault embarrassing situation, lived in MOTEL168 consumer experience, everything seems good, but what comes next? Is it comfortable? Still cheap? Or feel warm? Good service? The brand has not been able to identify a specific brand name positioning, and thus lead to brand image blurred and aging, is the MOTEL168 has not become an important factor in the leader. Another example is Lining changed his slogan, logo, and even the brand name, called Lining 90, the purpose is to solve the problem of an aging brand, because Lining sports consumers are also concentrated in the 35-40 year-old middle-aged person, I hope to arouse the choice of the younger generation, but young people do not seem cold to him, because they feel that Nike and Adidas more cool, cause Lining is currently in a state of dilemma. More and more enterprises have realized their own brand aging problem, holding the past successful experience and mode of op