2018-12-24

Have you heard of the terms "brand revitalization" or "brand reconstruction"? Or have you wondered how a brand can stay relevant and impactful after being in the market for a while, adapting to changing trends and consumer behavior?

Today’s “Atlas Perspectives” explores the three key steps for successful Rebranding:

1. Market Trend Analysis:
   Deconstruct market changes and analyze consumer psychological shifts in response to societal transformations. Understanding contemporary consumer needs is crucial to securing a solid market position for your brand.

2. Repositioning Brand Competitiveness:
   Redefine your brand’s competitive edge in the new market by innovating existing strengths and aligning them with modern consumer demands. This step helps rebuild a brand’s new competitive identity.

3. Developing Next-Generation Brand Strategies:
   This final phase focuses on crafting strategies for next-generation consumers. Brands must dive deep into understanding new markets, listening to younger audiences, and embracing change to devise effective strategies. Only through these efforts can a brand truly achieve the reconstruction needed to thrive in today’s ever-evolving market.

In an age of rapid societal change and information transparency, how can brands adapt and claim their space in a competitive world? It all depends on their ability to deconstruct and rebuild their core competencies.

What other survival strategies can brands use in the new consumer era? Stay tuned for more insights from Atlas Perspectives!

品牌解構重建 – Rebranding

大家是不是都聽說過「品牌再造」或是「品牌重建」這兩個詞呢？
還是大家有沒有想過，做品牌做了一段時間之後，要如何跟上市場當下變動的腳步與時代消費者趨勢，繼續發展品牌的影響力呢？

今天的「天圖觀點」就要來簡單提到「品牌解構重建Rebranding」的三個重要步驟吧：

1.市場趨勢的解構分析：了解市場的變化脈絡，解構消費者面對社會改變的心理變化，分析當代的消費者需求，唯有真正去了解消費使用端，才能站穩品牌在市場端核心定位。

2.品牌競爭力的再定位：在新市場中重新定位品牌的競爭力，並創新舊有的競爭優勢，進而結合現代消費者需求，重新打造品牌新競爭力。

3.品牌新世代戰略的制定：在這階段工作最重要的就是要制定新世代消費中的品牌新世代戰略。唯有深入了解新市場、傾聽新世代族群需求、並願意接受改變的品牌，才能重新制定品牌新世代戰略，並真正完成「品牌解構重建」的工程。

在資訊透明又瞬息萬變的現代世界中，品牌要如何因應源源不絕的「社會變化」，並佔領一塊生存寶地呢？這都要看品牌如何重新解構，並重建自己的品牌核心能力。
品牌在新世代消費市場中還有什麼重要的生存方法呢？不妨期待接下來的「天圖觀點」吧！