The Revitalization Research Of Tianjin's Old Brand Based On Brand Strategy

Marketing already reaches at brand times after the product phase, then brand already become the best tool in competition. Although brand is the most valuable asset of old brand company, the lack of brand awareness is the main reason for the difficult situation of them. Many scholars in home and abroad have done a series of studies about the old brand, but the main point is how to refine the Enterprise Institutions with little research on brand problem, especial the analysis on Tianjin's old brand just focus on the overall situation. It's also the reason why I write this paper.In order to give a more correct answer for the current Tianjin'old brands'problems, there is a detail survey on the typical 30 old brands, and give the recession conditions of the brand with the degree of cognitive in brand, the recession degree of product, the recession degree of enterprise system. on the base of the research information, the article give the most enterprises a test on the late maturity or decline according the rules of life-cycle. At last the article give a series of policies for the different type old brands according to the brand strategy models (brand extension, brand positioning, brand communication, brand maintenance) and also think the government should play a important role on the revelation of the old enterprise.In this paper, examples of analysis is the main research tool, and also take the comparisons of the approach as auxiliary measure. The date sources is the field survey ,according it the article can supply different policies on the problems and also can compare the effect to reach a more large success on the question.