{"id":26524,"date":"2018-04-29T10:20:06","date_gmt":"2018-04-29T10:20:06","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=26524"},"modified":"2026-01-26T16:57:07","modified_gmt":"2026-01-26T21:57:07","slug":"%e9%87%8d%e5%a1%91%e5%b8%82%e5%9c%ba%e7%a0%94%e7%a9%b6","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/zh\/%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/%e5%93%81%e7%89%8c%e5%92%8c%e5%ae%a2%e6%88%b7%e7%a0%94%e7%a9%b6%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/%e9%87%8d%e5%a1%91%e5%b8%82%e5%9c%ba%e7%a0%94%e7%a9%b6\/","title":{"rendered":"\u91cd\u5851\u5e02\u573a\u7814\u7a76\u54c1\u724c"},"content":{"rendered":"

\u91cd\u5851\u5e02\u573a\u7814\u7a76\u54c1\u724c<\/span><\/h1>\n\n\n\n

<\/p>\n\n\n\n

\"SIS<\/figure>\n\n\n\n

One can expect car design, computer operating systems, and clothing styles to change. Shouldn’t it be the same with the look of a brand? When is it time to give a brand an update? The first sign is a subtle change in what a brand is \u201cabout.\u201d Market research<\/a> is a critical element in expressing the new brand. Well-executed market research enables<\/a> companies to redesign their brand. The end product should define what they do, who they are, and why people can count on them.<\/span><\/p>\n\n\n\n

\u5728\u5168\u7403\u7ecf\u6d4e\u4e2d\u91cd\u65b0\u5b9a\u4e49\u54c1\u724c<\/span><\/h2>\n\n\n\n

Strong brands outperform competitor brands. They also outstrip the financial markets index. Many businesses now reserve sizable portions of their marketing budgets for digital media<\/a>. This digital budget is necessary to remain relevant in the marketplace. It also helps them to forge deeper connections with their customers.<\/span><\/p>\n\n\n\n

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The upswing of digital has also transformed the way marketers<\/a> communicate. Marketers now connect with their agency partners and customers using digital technology. The primary duties and the central features of marketing<\/a> stay the same. The functions have had to increase in scope, though. The new tasks are to accommodate the shifting nature of the world in which brands operate.<\/span><\/p>\n\n\n\n

An example of a brand redefining itself in the global economy is an American hotel group. The company recently overhauled its 16 brands. It also invested in new technology<\/a> and modernized its hotel properties. Furthermore, the group announced brand-new partnerships and benefits to serve economy minded tourists.<\/span><\/p>\n\n\n\n

\u8001\u54c1\u724c\u9700\u8981\u8ddf\u4e0a\u65b0\u54c1\u724c\u7684\u6b65\u4f10<\/span><\/h2>\n\n\n\n

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Another example is Kraft Macaroni & Cheese. Kraft wanted to tap into the market of health food<\/a> enthusiasts but didn\u2019t want to spook customers. The company rolled out the new product without fanfare. They then ran a Twitter campaign several months afterward. This tactic gave people enough time to conclude that they #didntnotice the difference.<\/span><\/p>\n\n\n\n

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\u5982\u4f55\u91cd\u5851\u8001\u54c1\u724c<\/span><\/h2>\n\n\n\n

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The trick to reinventing older brands is to maintain an eagle eye on the customer. Companies must listen to the customer\u2019s wants and needs. They must use this information to create and maintain relevancy for the brand in today\u2019s world. They must also be able to tell the brand’s story<\/a> to inspire affinity and the intent to buy. These are the secrets behind why some brands stay relevant, and some do not. Marketers would do well<\/a> to pay heed and always strive for relevance, regardless of the market.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

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