当前,品牌竞争愈加激烈,品牌所面临的市场环境急剧动荡,这就给品牌管理尤其是老品牌的管理带来了极大的挑战。一方面消费者行为的改变,竞争品牌策略的变化,政府规则的调整等市场环境的改变极大的动摇了品牌资产的基础;另一方面公司内部战略的 At present, the brand competition is fiercer and the market environment of the brand is facing turbulent turbulence, which brings great challenges to the brand management especially the management of the old brands. On the one hand, the change of market environment such as the change of consumer behavior, the change of competitive brand strategy and the adjustment of governmental rules have greatly shaken the foundation of brand equity; on the other hand, the internal strategic