Centaline Product Company Brand Aging Cause And Activation Strategy Research

Brand activation means that when a brand is aging or declining due to some objective or supervisory reasons,managers take a series of effective measures to rebuild the brand image in the minds of consumers and regain market share.Nowadays,due to the increasingly fierce competition faced by various enterprises,the pressure of enterprise transformation is also increasing.Therefore,brand activation has become an effective measure for enterprises to transform and upgrade and improve their competitiveness.Based on the theory of brand life cycle,this paper starts with the analysis of the performance and cause of the brand aging of the traditional real estate intermediary "Centaline Real Estate",systematically expounds the brand activation based on the brand strength of the company and consumers,and through the historical development and operation status of Centaline product brand in mainland China,analyses an enterprise.How to maintain and manage the brand,improve its brand power value in marketing strategy,enhance its core value and market competitiveness,so as to better guide enterprises to implement the strategy of brand activation.Through the case study of Centaline Brand,this paper finds that the main reasons for the aging of Centaline Brand are: confusion of brand positioning,inaccuracy,unclear,brand positioning can not keep up with the times,low brand awareness,and insufficient brand theory and ability of brand management team.Combining with the reasons for the aging of Centaline Brand,this paper puts forward some suggestions for the activation of Centaline Brand,mainly including expanding brand awareness,creating regional brand,determining brand awareness,improving brand image,starting from existing brands,relocating brand,new design and selection of brand elements,endowing brand image,guaranteeing the vitality of brand in the commercial competition,and promoting.Improve consumer experienceand other measures.Finally,on this basis,the article puts forward the corresponding brand activation safeguard measures,including brand innovation ideas as a guide,brand culture construction as a support,brand team building as a support,etc.,to provide protection for the activation of local product brands.The purpose is to take Centaline Real Estate as an example,explore the brand activation and restructuring path of relevant brand industries,and provide reference for other enterprises.