The Strategic Management Study Of The Brand In Its Renewal Stage

The thesis defines the concept of renewal stage and puts forward the establishment of renewal stage in the brand life cycle based on the research of brand life cycle as well as brand development. Accordingly, the thesis establishes the six stages model in the brand life cycle as well as the brand management process model based on the brand life cycle.According to the basic structure of strategic management, the thesis does the research on the strategic management in the brand renewal stage and hence establishes a strategic management model in brand renewal stage and studies out a systematic brand renewal strategy.The strategy carries out three plans according to the three processes of strategic analysis, strategic planning and strategic implementation which are crucial to the brand renewal in the stragetic management. The first is the plan of renewal identification in the process of strategic analysis. It involves the identification of whether the brand has come into the stage of decline and the analysis of the feasibility of being renewal. Hence, it points out the way of identifing whether the brand has come into the stage of the decline based on the vague synthesis appraisal model of brand value and accordingly it carries out the demonstrative study. The second is the plan of renewal scheme in the process of strategic planning. It involves the brand reconsideration, the brand reform and the brand innovation. Through the brand reconsideration, it aims to find the principal reasons of brand decline. If the decline is due to the brand itself, it is necessary to carry out the brand reform and thus establish a new brand property. If the decline is due to the brand management, it is necessary to carry out the brand innovation, return to the original brand orientation and thus set forth a new series of brand management measures. If the deline is due to the above two reasons, it is necessary to carry out the brand reform and the brand innovation at the same time. The third is the plan of renewal dissemination in the process of strategic implementation. It includes two tasks, that is, the omni-directional brand dissemination and the implementation of management system of brand renewal dissemination. The omni-directional brand dissemination contains the dissemination of the internal enterprises, of the enterprise marketing, of the third party as well as of the individual experience of consumers. Moreover, the thesis carries out the demonstrative study in the renewal planning as well as the renewal dissemination.