Research On Brand Activation Management Based On Life Cycle Theory

Product life-cycle concept has been widely accepted, the so-called product life cycle is the entire process from products launch until being eliminated from market, Including the introduction period, growing, maturity and decline four stages, Brands and products closely related to each other, So will the development of the brand also be bound by the life cycle? Whether all the brands can not escape the doom of aging until move toward the decline? These questions become the focal point which the brand operator and the brand managers cared. Philip Kotler said:"The brand life cycle is one dependent variable which decided by the marketing activity, rather than a independent variable which wants company's marketing plan to adapt. In other words:"The brand life cycle is the marketing strategy result which designated, rather than a certain sales history which independence on the designated marketing strategy. This indicated that the brand life cycle shape is more complex, Its elasticity is quite big, market life either long or short: Proper brand management, the brand can surmount the product life cycle, maintains its youth and can extension its life; Improper brand management, the brand may has not experienced the product life cycle then facing aging or out of the market.Brand along with the passage of time will be aging. So that brands will lack of persistent, sustained, will not have the long-term and stable development in the world market, That is a prominent question at present time in China's brand management, Chinese corporation need to explore one road to achieve brand evergreen, keep the domestic market and develop the international market. Based on this realistic condition, This thesis has conducted a comprehensive research to enterprise's brand aging, Based on the traditional brand management theory and in the life cycle theory, On the basis of analysis of the reasons for the aging brand, strive hard to establish a set effective"knows, distinguishes, rectify, prevent"of brand activation management system to ensure that corporate brand healthy, sustained, long-term survival and development.This thesis attempts to through brand activation management research, exploring the secret of brand "longevity". The main problems are: (1) Analysis the causes of short life cycle and aging of China's brand; (2) how to measure the aging of the brand, (3) on the basis of the brand evaluation, How to conduct the activation management in the brand life cycle various stages to maintain brand vitality. This article further improved the brand management theory, and play a role to inspiration and reference our China's enterprises in creation brand, manage brand, maintenance and upgrade brand.