Four Measures To Solve The Problem Of Brand Aging Sales Decline

Many enterprises have neglected their brand maintenance, management and innovation after establishing their own brand image.

Recently, MOTEL168, which ranks third in China's chain convenience hotels, has been bought as a home. This hotel, which was originally held by the big Moroccan Hotel, is expected to be listed in the United States. Why is it eaten like this? An important wish is that the brand is aging. 80% of the people staying in the shop are middle-aged men over 35 years old. Although the decoration of the MOTEL168 is good in the convenient hotel, but because there is no constantly refreshing brand image, the passenger flow is driven by various marketing methods, especially for young people, especially in the competition, especially at home and 7 days.

Like Lining, he changed his slogan, logo and even brand name.

And more enterprises have not yet realized the problem of their brand aging, holding the past successful experience and mode in operation, think that the market is like this, the brand has established a high reputation in the minds of consumers, but it has entered the situation of slowing consumption, weak or even declining corporate performance. This is a big reason that your brand is aging, needs updating, and even needs to be innovated. So how to keep yourself young and always become the target of the market and consumers?

First, shaping the role of ubiquitous entertainment partners.

　　我们都知道，可口可乐这家公司已经有100多年的历史了，可是我们一点都不觉得它老，甚至感觉它永远开心快乐，即便百事可乐提出了“年轻一代的选择”，也并没有影响到它的霸主地位，原因就在与可口可乐可以不断随着时代和消费趋势的变化，与时俱进改变自己，单纯logo就调整过20多次，更为关键的是，为了获得消费者，尤其是年轻人的喜爱，除了在品牌传播上充满时尚活力外，还不断在扮演消费者离不开的角色，油炸可乐，可乐鸡翅、可乐喷泉，以及目前推出的爽动125招，已经让可口可乐融合到人们生活的各个方面，可口可乐不但能喝、能吃、而且能玩、能耍酷，更是离不开的娱乐生活伴侣，从习惯消费变成了情感消费，甚至精神消费，不断更新的可口可乐品牌，让消费者无法拒绝喜欢上它{page_break}

Two, constantly introducing new concepts and products.

In ordinary consumers, what is the difference between all kinds of paint and paint? But Dulux tells you that it is indeed different. In its advertisements, we can always see a child and a furry ancient shepherd in a humorous way to deduce Dulux's new products. The latest Dulux full effect series, on the basis of the original excellent function, has specially added the "natural activated carbon factor", with the "strong formaldehyde removal technology", which can form a strong purify filter screen on the surface of the paint film, and capture and purify the harmful substances such as formaldehyde, benzene and TVOC in the air in an all-round way, so as to keep the indoor air fresh and natural, and protect the health of the family more comprehensively.

Consumers have added one more reason to buy Dulux.

No matter what circumstances, Dulux's children and shepherd dogs represent the image and symbol of the brand, full of childlike interest and affinity. It is difficult for people to refuse or create boredom. In contrast, some enterprises continuously invite celebrities to be spokesmen, but neglect the establishment of brand long-term image, and rely on spokesmen to promote brand image and sales, but ignore the establishment of brand symbols. This often costs a lot of money and resources, and fails to make persistent addition to brand building. Dulux does not need to spend more money on new product promotion, so it does not need to spend extra money to make spokesmen for consumers to agree. Children and puppies have become the cheapest and most effective spokesmen, so that Dulux will always maintain brand youthful status. The success of Dulux brand gives us two inspiration.

The second inspiration is that the product base is still latex paint, but Dulux is constantly innovating products and concepts, introducing bamboo charcoal, tea and other ingredients, activating the product and brand image, and constantly stimulating consumers and market concerns, bringing new business growth.

Dulux, like selling cosmetics and shampoos, is selling latex paint. At the same time, it introduces a product with special active ingredients, which is easier to learn. The essence of marketing is to sell the same products differently.

Three, sponsoring popular programs and activities.

　　奥康鞋业每次都在通过的大的社会事件和活动，为自己的品牌资产和更新做着加法，我们知道，从2000年悉尼奥运会奥康就开始成为赞助商，再到2004年雅典奥运会，奥康以“奥康全明星雅典奥运助威团”的名义，资助8位前奥运冠军共赴希腊雅典，以及2008年北京奥运会成为全程赞助商，奥康品牌在中国乃至世界树立了自己的品牌形象和价值，远远将竞争对手甩在身后，更为难得的是，奥康能够抓住社会热点，尤其是当下最热门的相亲交友节目——江苏卫视的非诚勿扰，在年轻的消费者心目中树立新的浪漫形象，凡是节目牵手成功者都能得到奥康情侣水晶鞋，进一步将奥康品牌价值放大，并且邀请节目主持人——孟非作为品牌代言人，为企业在后奥运时代，寻找的新发展，构建新的品牌高地打下了坚实的基础。

Compared with many shoe companies, such as snail, red dragonfly, Kangnai and other famous brands, why did not seize such an opportunity to bring new brand marketing breakthrough? This is what we need to think about. Ask yourself, are these brands different in your heart?

When the oppo mobile phone launched the market, many consumers mistakenly thought it was a Korean brand phone, and a lot of Korean powder became its consumers. But the oppo mobile phone is BBK electric research and production. Why can it achieve 6 billion yuan sales performance? It is to refresh the brand image, BBK invited the Korean pop star - Song Hye Kyo, and invited South Korea's advertising production staff to spend 20 million of the money on this classic music mobile advertising in Sydney, Australia, which aroused many consumers, especially young girls' yearning for a better life and love. That melodious "I had a cold in that corner" became a long memory worth remembering classic in the hearts of people.

With the appearance of jewellery display in the form of terminal, the salesperson appeared in the appearance of a stewardess, creating a brand image with high perception and high experience, completely changing the inherent image of BBK phone in the consumer, and becoming a platform for carrying emotion and dream from functional cell phone.

Therefore, enterprises need to upgrade and update their brand image and products in a timely manner under the condition that the core value of the brand remains unchanged. By focusing on time and activities, or creating a brand-new brand system, enterprises can meet the changing trend of the market, avoid aesthetic fatigue, stimulate and lead consumers' senses and needs, and bring more sustainable development.