The Research On Brand Longevity

In the intense market competition, brand experiences a process of birth, growth, maturity, and die. In brand life perspective, brand is a life system that grows and changes continuously; its growth and development have its own rules and characteristics. In complex and changing market economy environment, if brand wants to survive and develop, it needs its internal system to readjust and innovate continually to adapt to the changes of the external environment. Therefore, to study the main factors which influence brand life system, the rules of movement and development of brand life system must be clarified and then enterprise can do its plan and management based on the rules.From ecology angle, this thesis unifies brand theory in the marketing and ecology thought and forms a brand ecosystem that mainly includes brand and its environment on which survival and development of brand depend. Brand ecosystem includs two kind of different ecosystem, that is, individual brand ecology and whole brand ecology. Individual brand ecosystem describes survival condition, concrete behavior of individual brand and its survival environment. Whole brand ecosystem then describes existence condition and coordination evolution behavior when many brand interact each other. To coordinate the brand individual ecosystems to adapt to evolvement and development of whole brand ecosystem, main factors refers to management which have effect on brand life must be analysed from the interior of individual brand ecosystem. Only to unify them can we grasp the law of movement of the brand ecosystem, thus providing theoretical instruction for the brand management. This thesis applies the method of survival in statistics to establish the brand survival model and brand life table and conduct the research to survival and death conditions of some industry brands group. Through the life analysis of mortality rate in different brand age, brands group life can be anticipated in order to explorate survival evolution rules of brands group. And our theory is carried on the empirical analysis of development conditions of brands group of domestic color television industry.In the end, according to the brand life cycle theory, some suggestions on brand construction and management are provided in the different stages of brand growth,...