Research On The Aging Of DEEJ Brand And Its Activation Strategy

As the epitome of Chinese industry and business civilization,time-honored brands inherit the national culture and artisan craftsmanship and leave an indelible mark for the development history of Chinese economy.Since 2006,Ministry of Commerce has taken a series measures to carry out the program of “Revival of China Time-honored Brands” on a national scale.The time-honored brands are losing their former glory and facing a survival crisis due to their lack of competitiveness.Most of time-honored brands require to be activated on account of poor operations and aging brands.The important way to realize the activation of the old brand is to activate the brand association of the old brand.Therefore,based on the previous research,this research will study the activation of the old brand from the perspective of brand authenticity.DEEJ is a brand of DEEJ Co.,Ltd.It is considered as one of time-honored brands.DEEJ company is the largest enterprise to product donkey-hide gelatin products,covering industries of Chinese patent medicine,health care products,biological medicine,etc.However,since about 2006,the shortage of donkey hide and marginalized brand had caused brand aging.From the perspective of authenticity,brand aging has a negative impact on the reflection and spread of authenticity,and hindered customers form perceiving and recognizing the objective authenticity,constructive authenticity and self-authenticity of brands.Therefore,on the basis of relevant studies,this paper analyzes the revitalization of DEEJ by brand authenticity theory.This paper first analyzes the domestic an international research status of time-honored brands,brand aging and brand revitalization and describes the long-term brand management and brand authenticity.Then this paper introduces the history of donkey-hide gelatin,enterprise general situation and the development of DEEJ in detail,and analyze the current situation of DEEJ by SWOT analysis method.Next,this paper summarize the brand aging phenomenons and further analyzes the caused reasons which include undefined brand positioning,unclear brand marketing strategy,not timely product innovation and insufficient marketing channels for products.Finally,in order to revitalize the DEEJ from the prospective of brand authenticity,this paper puts forward three measures which include authenticity factors summary and exploration,authenticity factors publicity and spread,purchasing power revival by applying authenticity factors.This paper aims to provide suggestions on DEEJ brand revitalization and references for revitalization of other time-honored brands.