休眠品牌符号价值激活机制研究

由于各种原因，大量曾经辉煌的品牌产品的销售和服务长期停止，造成品牌进入休眠状态，品牌媒介符号被弃置。以符号学为工具，基于皮尔斯“三位一体”的符号模型，本文阐述了品牌三角激活的动态管理模式，据此提出再造和挖掘休眠品牌的符号价值，并利用品牌符号差异性，构建休眠品牌的符号价值激活机制，这不仅能为企业提供差异化的品牌竞争战略新思维，为品牌创造更大的利润空间，而且能创新操作性的、实践性的品牌认知结构和品牌管理工具。

Due to various reasons, a large number of classic brands stopped sales and service. The brands fell into dormant situation and brand media symbols were discarded. Basedon Pierce ＂ trinity＂ symbolic model, the paper puts forward dynamic management model of activating brand triangle elements. It recycles and mines symbolic value of dormant brands, and builds reviving mechanism of symbolic value of dormant brands through making use of brand symbol differences. It not only provides new ideas for differentiated competitive strategies to create greater profits, but also innovates operational and practical brand awareness structure and brand management tools.