作为曾经的强势品牌,老字号品牌资产流失严重,在老字号品牌资产的五个维度中:忠诚顾客偏少、趋于老化但相对牢固;品质认知度和美誉度较高;品牌联想中历史文化联想丰富而现代联想不足;知名度则限于老顾客且区域性较强,在新顾客中知名度较低;市场行为方面,市场份额低,营销能力薄弱。 As a former strong brand, the loss of the brand name of the aging brand is serious. Among the five dimensions of the old-time brand equity, the loyal customers tend to be few, tend to be aging but relatively strong, and the brands have a high degree of brand recognition and reputation. The historical and cultural associations Rich and modern associations; visibility is limited to the old customers and regional strong, less well-known among new customers; market behavior, low market share, weak marketing capabilities.