Research On The Nostalgic Marketing Advertising Of The Old Brand "Ice Peak"

The old brand contains rich national and local cultural characteristics.It has accumulated a strong nostalgia value in development process,is a non-renewable valuable resources.At present,with the development of market economy and the increased competition home and abroad,the use of nostalgia is a rather effective advertising marketing for old brands under such fierce market competition."Ice Peak",as the only national famous beverage brand in China for more than 60 years,its successful development is largely thanks to the fully excavation of nostalgic value and the continuous upgrading and innovation of nostalgic advertising marketing means.Especially in the current trend of integrated marketing,the experience of nostalgic advertising marketing Ice Peak is worthy of adopting by other brands.From the perspective of nostalgia marketing,this paper combines literatures and case analysis,take use of qualitative research method to analyze how the old brand "Ice Peak" successfully grasps its own nostalgic value,accurately positioned,and integrated innovation and application of nostalgic advertising marketing strategy,so as to achieve the purpose of advertising marketing.First of all,based on the traditional brand value evaluation model,this paper analyzes and studies the "Ice Peak" nostalgic value source in different latitudes,and clarifies the internal relationship between the research subject and the research perspective.That is,the necessary of old brand "Ice Peak" adopting nostalgia marketing.Secondly,based on the 4P,4C,4R theoretical framework,this paper analyzes the integrated and innovative application of its nostalgic advertising marketing strategy from aspects of "brand positioning","brand image","brand channel" and "advertising propaganda".In addition,it also analyzes how Ice Peak integrates nostalgia elements into festival marketing,interactive marketing,implantation marketing and personality marketing these four ways.Finally,on the basis of the analysis of the practice of "Ice Peak" nostalgic advertising marketing,combined with a lot of literatures,this paper puts forward the related thinking and summary.Provides experiences for other regional old brand brands on how to formulate scientific and effective brand strategies and innovate brand marketing thinking,looking forward to the later research in the future.