国货服饰品牌回力的复兴以及广告发展研究

Research on the Revival of Chinese Clothing Brand Warrior and Development of Advertising

为了探究国货老字号品牌在品牌复兴的特殊时期,如何借助广告提升其品牌价值。在对以"回力"为代表的国货老字号品牌的发展历程进行梳理分析的基础上,探讨了其品牌复兴的主要原因,得出了在保有品牌特色的基础上,通过广告进行新市场、新定位和新形象开拓的相关策略。提出保留传统品牌包装、挖掘大众偶像、利用品牌共享联想、塑造品牌个性、凝聚消费者社区、摆脱低端形象等建议。总之,在品牌发展的进程中,广告是帮助品牌进行重塑以及复兴的关键手段,能够结合品牌本身的发展历史和定位进行有针对性的广告传播是品牌复兴的必由之路。

In the special period of brand revival,how to improve domestic product＇s brand value with the help of advertising.On the basis of the analysis of the development course of the old brand of Chinese goods,represented by the return force,the main reasons for its brand revival are discussed.On the basis of the characteristics of the brand,the new market,the new position and the new image development are put forward on the basis of the characteristic of the brand,such as the traditional brand packaging,mining.public idol,the use of brand sharing Lenovo,shaping brand personality,cohesion of consumer communities,get rid of lowend image and other recommendations.In a word,in the process of brand development,advertising is the key means to help brand reshape and revive.It is the only way for brand revival to combine the development history and position of the brand itself to carry out targeted advertising communication.