For a brand, every strategy needs to be baptized and inspected by the market.

Not all brands and their strategies are invariably lucky.

A decisive change of brand strategy is sometimes compelled by competition, and sometimes it gives brand a new chance.

In fact, it is a disaster to continue a strategy with defects or no effect.

So when should we change the strategy of brand integration and promotion?

    1、當(dāng)品牌認(rèn)同和執(zhí)行表達(dá)不暢時(shí) 

It is a disaster for brand building and dissemination without identifying and implementing targeted consumer groups and poor expression of targeted consumer groups.

The former not only wastes resources but has little effect, while the latter may cause consumers' confusion about brand cognition.

When we can not clearly communicate with target consumers, that is to say, when our target consumers can not clearly understand the brand, understand the brand and their relationship, identify the brand value, the most practical and most likely strategy is to change the strategy.

Brand new image is reconstructed with new ideas, strategies, and clearer and in place execution.

    2、當(dāng)品牌認(rèn)同和執(zhí)行沒(méi)有時(shí)代感時(shí) 

The market is not static but dynamic.

With the development of new and high technology and the change of fashion, the tastes and values of consumers will change.

When brand identity and execution are out of line with the times, and can not keep up with the pace of consumers' tastes change, even the original loyal brand supporters may also deviate instantly.

Market is cruel, change is necessary.

The world-famous Kentucky Fried Chicken brand originally benefited from its American global brand southern Peter's vanilla and spicy formula. After the mid 80s, health conscious consumers began to associate Kentucky Fried Chicken with high fat and high heat.

In 1991, Kentucky Fried Chicken decided to increase the "roast meat flavor chicken" (rotisseriechicken) to the menu along with the times.

Avoiding the direct association between KFC and fried foods and shortening the brand name of KFC, the new recognition of consumers has been successfully formed.

    3、當(dāng)品牌認(rèn)同和執(zhí)行吸引的市場(chǎng)有限時(shí) 

Sometimes, a brand recognition and execution has a good feedback on a specific consumer group in the market, but its scope of action is limited and its effect is not wide enough. At this time, in order to achieve a broader market, it is necessary to change or expand the original brand strategy, such as seeking to reach other consumer groups by repositioning the brand.

When Johnson (Johnson &Johnson) baby products are expanded through location expansion, the global brand network - "love children and love yourself" is advocated. The use of its product line has actually extended to children's parents, children and other people who care for themselves like children.

Up to now, Johnson's shower gel, talcum powder and moisturizing cream have always been the favorite of young ladies.

    4、當(dāng)品牌認(rèn)同和執(zhí)行萎縮乏力時(shí) 

Consumers are always changeable and new to the old.

When a brand identity is maintained for years, the lively ideas to support this recognition are increasingly inadequate, and consumers will lose patience and interest.

If a brand's strategy fails to attract consumers' attention in the process of execution, in other words, when the brand has no influence on consumers, enterprises should decisively change their brand strategy.