Brand Outdated And Coutermeasure Research

The theory of brand outdated is based on David Aaker's brand graveyard theory. It means that the brands which went into graveyard would arise the co-existed phenomenon of well-known and low reappearance rate. With the more and more brands going into graveyard, China begins to do the research on this field, and we define this phenomenon to be brand outdated.The related researches have gotten some basic characteristics, such as market lassitude, sale declining, feedback rate slowing down and so on. These researches also summarize the inducements of brand outdated to be the serious market competition and the change of consumers. At the same time, these researches also think the only solution of brand outdated is creation. However these researches have not united the characteristics of brand outdated, and they have not give us the detail analysis of brand outdated theory's content. Also they have not any mode which could judge the brand outdated. Their researches about the countermeasures also do not systematic.In order to do the systematic researches about brand outdated, this thesis adopt two methods:(1) literature research method: collect, analyze and conclude the literature which are related to the research topic.(2) case analysis method: do the deep analysis on the related brand outdated cases inside and outside of our country, and summarize the valued experiences.Through the deep researches on amount of literature material and cases, this thesis subdivide the brand outdated research into five parts:The definition and characteristic of brand outdated: brand outdated is that...