Long-established brands reshape brand value in multiple dimensions

In recent years, the national tide has risen, and domestic brands have ushered in new opportunities for
the rise.

Refreshed content that provides insight into consumer sentiment

Long-established brands must realize that people are in a "consumer-oriented era"
.

Only by attaching importance to the expression of youthfulness can long-established brands have new vitality
.

While preserving tradition and stabilizing the heritage, the old-fashioned brand needs to jump out of the "old" impression
in a modern way.

Lai Yang, a member of the expert committee of the China Chamber of Commerce, believes that at the beginning of the development of many long-established enterprises, both business models and products were in line with the lifestyle of consumers at that time, and the core elements of success were innovation and quality that were recognized by consumers
.

The new image stimulates consumer interest

Brand personalization communication is also the main theme
of many brand marketing at present.

Personality is a person's label, with human design, personality will be more distinct, it is easier to be remembered by the audience, but also with people to set circle fans
.

The traditional cold drink brand Guangming Cold Drink is a typical example
of the rejuvenation transformation of traditional brands for young consumers and the high-end market.

Brand personality is divided into the following types: friend-type brand design: representative brands have Jiang Xiaobai, RIO, etc.

To create its own personality, brands are inseparable from accurate positioning, analyze brand advantages, dig deep into consumers' preferences, and then establish creativity
.

Refreshed mode strengthens the IP effect

By creating a festival IP, the communication mode established with consumers also has the advantage of
strengthening the dialogue effect.

In order to capture the hearts of young people, the traditional long-established Wufangzhai has continuously broken the circle of play at the marketing end in recent years, and has successively launched customized rice dumplings with brands such as Hema Fresh and Xicha; With Leshi and Zhong Xue Gao Shangxin "salted egg yolk meat dumpling flavored potato chips" and "dumpling flavored ice cream"; It also cooperated with the mobile game "Glory of Kings" to launch the co-branded Zongzi gift box of King Glory x Wufangzhai, with 5 different flavors representing 5 different heroes
.

(Gao Na comprehensive finishing)

China Food News (2022-09-27 08 edition)

(Editor-in-charge: Gao Na)