The Internet has broken the barriers of channels and media and accelerated the change of the consumption concept, taste, and demand of the whole society. With the change of the main consumer group, brands have seized the key point of "to win the market by getting young people", so more and more brands are exploring "marketing rejuvenation" or "brand rejuvenation".
Over time, brands are acting by changing their packages and slogans, inviting celebrities to endorse to gain more sustainable attention. All of a sudden, brand rejuvenation seems to be the ultimate cure for all brand problems.
Then what is brand rejuvenation? Is brand rejuvenation really a panacea?
What is Brand Rejuvenation?
Brand Rejuvenation in a broad sense refers to the recovery of brand reputation and gradual growth of sales, i.e. high visibility and high growth rate, as the brand value changes and marketing efforts are strengthened after entering the recession. In a narrow sense, it refers to the rejuvenation of brand marketing. Brand marketing rejuvenation means it includes the rejuvenation of brand image, target user group, and brand marketing activities.
Expand: Brand Aging (Brand Aging) is an anthropomorphic term that refers to the slowdown or even declines of sales growth as a brand enters maturity with increased marketing efforts and awareness, i.e. high awareness, low growth rate.
Why Brand Rejuvenation?
In general, brand rejuvenation is to adapt to the current environment of the new consumer body, more specifically as follows.
1. Consumer iteration
Brands are strategized according to user needs. But when the original consumer group matures (or ages) and their values change, there is a conflict between brand strategy and consumer needs. For the brand side, adhering to the brand strategy and continuously exploring new consumer groups is a must for brand continuity.
At present, the mainstream consumer group is gradually replaced by the Z generation, and the main consumption has shifted to young people, so brands need to take the initiative to adapt to consumer iteration and rejuvenate their brands.
2. Contextual change of dialogue
With the changes in communication channels, user scenarios, and popular culture, the communication context will change, and the new generation of consumers' habits of receiving the information will also change. So brands need to build a new communication context with young consumers through rejuvenation marketing.
The mobile Internet has further amplified the network culture, and the new context and new habits have forced brands to use new communication methods, so one of the major focuses of brand rejuvenation is to make brand publicity match the new consumer communication habits.
Misconceptions of brand rejuvenation
1. Brand rejuvenation = brand youthfulness
Like people, brands also have their own life cycle. But instead, the brand life cycle is not simply divided by age but is tied to the market, economic environment, and consumer behavior.
For many brands, rejuvenation is certainly necessary, but people often misunderstand the essence of brand rejuvenation: they think that brand rejuvenation means youthfulness, so they behaved like "young people" as fashionable, hot, and popular, but often the results are not so good because that is ineffective communication.
2. The target of brand rejuvenation is only young people
The target group of brand rejuvenation is not only young people but all consumers. The motive of brand rejuvenation is not only the generational change of user groups but also the change of the external marketing environment is an important catalyst. There are young people all the time, but not all the time there is a need for brand rejuvenation.
Brand rejuvenation is a way for brands to develop and progress, and its fundamental goal is not only to reach young people but also to strengthen the loyalty of existing consumers while continuing to pollinate young consumers to get fresh energy to the brand and extend or restore the "youthfulness" of the brand so that the brand can always be active in front of the main consumer group of the times and not be forgotten by consumers and the market forget.
3. Cater to the preferences of young people nowadays?
There is no one label to describe all young consumers, individuality, independence and diversity are common to the young people of this era. Therefore, "catering to the preferences of young people" is as difficult as the sky.
More importantly, what young people want is not catering, but people who can "resonate" with them. Spiritual like-mindedness is more likely to move them than any superficial young act.