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了解一个真实的重塑的作用,应该给出的定义。“重塑”这个词的组合两个方面:和品牌。重新定义为前缀用来形成一个普通动词意味着一个动作做的第二次或做别的(如上)。美国营销协会提供了一个描述品牌的名称、术语、象征、设计或它们的组合旨在识别商品或服务的卖方或一组卖家,来区分他们的竞争对手的(如上)。De Chernatony和达尔’Olmo莱利(1998)指出,这意味着重点公司的活动的分化的名字和可见的身份策略。因此,重塑的一个特征是一个重建的名称、术语、符号、设计或它们的混合物,目的是提高分化或新职位的利益相关者和竞争对手。可以阐明,重塑是一个改变一个多品牌的策略。从的第一部分,它表明在营销美学,将进化调整的标志和口号革命的形成一个新名字(Stuart Muzellec,2004)。除了名称更改,第二部分是改革的定位是品牌。

面对不断变化的环境和强有力的竞争,品牌需要发展再生证明持续相关性,而不是从市场消失,有利于长期管理(菲德尔诺克斯& Macklan 1998;1998 Beus和Matanda)。重振该品牌也加强品牌意义和品牌资产Muzellec乖乖(2006)。与相关的、持久的和可信的承诺的价值,重塑开放的机会重塑清晰独特的有利的品牌身份和强大的品牌形象,帮助品牌可以被看作是一个创新者和行业之间的思想领袖。随后,它容易捕获在消费者的意识和创造意识。然后,有机会把顾客的感知和态度得到品牌的满意度,提高或恢复企业的品牌资产。此外,Ghodeswar(2008)提到一个健壮的品牌识别所理解和有经验的客户可以把从种族区分品牌,提高消费者的信任和忠诚,并实现增长。施密特和西蒙森(1997)也提出了独特的和兼容的品牌识别可以增加商业价值的产品和服务,并可能收取价格溢价。


To understand an actual role of rebranding, the definition of it should be given. The word rebrand is a combination of two terms: re and brand. Re is defined as the prefix used to form an ordinary verb that means an action of doing over or doing something for a second time (ibid). The American Marketing Association offers a description of brand as ‘a name, term, symbol, design or a combination of them intended to identify goods or services of one seller or group of sellers and to differentiate them from those of competitors’ (ibid). De Chernatony and Dall’Olmo Riley (1998) note that this meaning emphases on the differentiation of corporation’s activity by name and visible identity strategies. Therefore, A characteristic of rebranding is an reestablishment of a name, term, symbol, design or a mixture of them with the aim of raising a differentiated or new position in the mind of both stakeholders and competitors. It can be elucidated that rebranding is a strategy that changing more than a brand name. From the first part of, it indicates to converts in marketing aesthetics, by evolutionary adjustment of the logos and slogan to the revolutionary formation of a new name (Stuart and Muzellec, 2004). Apart from name change, the second part to be reformed is the positioning of the brand.

In the face of changing environments and forceful rivalry, a brand needs progressing regeneration to certify continued relevance and not disappearing from the market that benefit for long term management (Feder 1998; Knox & Macklan, 1998, Beus and Matanda ). Revitalizing the brand also strengthen brand meaning and brand equity Muzellec and Lambkin’s (2006). With a relevant, enduring, and credible promise of value, rebranding open an opportunity to reinvent clear unique favorable brand identity and strong brand image, which help the brand can be seen as an innovator and thought leader among industry. Subsequently, it easily to capture a position in the consumer’s mind and create awareness. Then, There is a chance to convert customers’ perception and attitude to get brand satisfaction that enhance or regain the corporate brand equity. Moreover, Ghodeswar (2008) mentions that a robust brand identity that is well comprehended and experienced by the clients can bring distinguishing the brand from race, raise customers’ trust and loyalty, and attain growth. Schmitt and Simonson (1997) also outline that unique and compatible brand identity can add value to business products and services, and may able to charge a price premium.