老企业如何打造新品牌?--来自国窖1573的创新实践

How can Old Companies Build New Brands?-Case from“National Cellar 1573”

老企业如何打造新品牌需要理论指导。本文以国窖1573的品牌塑造为案例,结合品牌故事理论,构建了“讲故事打造新品牌”的分析框架,分析了老企业通过品牌故事塑造新品牌的动态过程和一般经验。研究发现:(1)老企业打造新品牌需要从两个方面入手,一是构建好的品牌故事内容,二是选择合适的品牌故事传播方式;(2)国窖1573品牌故事的构建包括两个方面,一是通过确立“国窖”的故事主题来表明“你能品味的历史”的价值主张,二是通过450年历史传承、名酒基因和老窖酿好酒三大故事要素结构化表达故事主题;(3)国窖1573品牌故事的传播包括三个方面,一是从原址酿造生态和七百年古法技艺的时空维度来传播“稀缺性”原则,二是聚焦中产阶层关注的领域进行文化和体育营销,三是基于与消费者价值共创的理念创新消费体验场景。这一研究结论为国内其他老企业打造新品牌提供了管理借鉴。

How old enterprises can build new brands requires theoretical guidance.Based on the brand story theory,this paper takes the Chinese high-end Baijiu brand Guojiao 1573 as the sample,and uses the standardized case study method to obtain the theoretical framework of“building a new brand by telling stories”to build and disseminate brand stories.Research has found that:(1)old enterprises need to start from two aspects to build new brands:first,to build good brand story content,and second,to choose appropriate brand story dissemination methods;(2)The construction of the brand story of Guojiao 1573 includes two aspects:firstly,establishing the story theme of“Guojiao”to demonstrate the value proposition of“history that you can taste”;secondly,structuring the story theme through three major story elements:authenticity,emotion,and commitment;(3)The dissemination of the brand story of Guojiao 1573 includes three aspects:firstly,to spread the principle of“scarcity”from the spatial and temporal dimensions of the original brewing ecology and 700 year old ancient craftsmanship;Secondly,focus on cultural and sports marketing in areas of concern to the middle class;The third is to innovate consumer experience scenarios based on the concept of co creating value with consumers.This research conclusion provides management reference for other old domestic enterprises to build new brands.