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品牌创新之品牌再定位“青春·梦想·音乐”一直是蒙牛酸酸乳的代名词,也是消费者对其最为深刻的印象。从2005年的超女之路始发,蒙牛酸酸乳的品牌策略也始终驰往在这条路上。但是,正如案例所呈现的,“青春”不变,“青春”的含义却在改变。企业如今面临的是90后“标榜自我,极具个性”的张扬青春,品牌如何寻求新的突破点成为了亟需解决的问题。品牌再定位(Re-positioning)是由“定位之父”特劳特和里斯提出来的。再定位就是对品牌重新定位,旨在使品牌获得新的内涵与活力。它不是对原有定位的否
Brand positioning of brand innovation “Youth Dream music” has been synonymous with Mengniu sour cream, but also the most profound impression of consumers. Starting from the road in 2005 Super Girl, Mengniu sour milk brand strategy has always been Chi on this road. However, as the case shows, “youth ” does not change, “youth ” meaning is changing. Nowadays, the enterprises are faced with the youthfulness after 90s, “flaunting themselves and highly individualized.” How brands seek new breakthrough points has become an urgent problem to be solved. Brand repositioning (Re-positioning) is from the “father of positioning” "Trout and Reese put forward. Re-positioning is the brand re-positioning, designed to make the brand new meaning and vitality. It is not the original positioning of the no