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首页> 外文期刊>Journal of Business Research >Reviving sleeping beauty brands by rearticulating brand heritage
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Reviving sleeping beauty brands by rearticulating brand heritage

机译：重申品牌传承，复兴睡眠美容品牌

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This study investigates the marketing strategies used to revive "sleeping beauties", that is, brands that are no longer active on the market but which retain potential brand equity that can be conjured up in the minds of consumers by rearticulating the brand's heritage. Drawing on interviews with professionals in luxury and mass market goods, we analyze the characteristics of sleeping beauties and provide a typology of reactivation strategies. A primary contribution of our paper is a better understanding of brand revitalization, by introducing the concept of the sleeping beauty and providing a typology of sleeping beauty reactivation strategies. Differentiated reactivation strategies emerge based on the brand's reputation on the market before revival, its orientation toward the past after revival, and the brand feature used in the reactivation. This study also contributes to the literature on heritage brands by showing how managers can transform a brand into a heritage brand. The findings show that in reviving sleeping beauties, the key factor is the way the brand can resonate with the collective memory. (C) 2016 Elsevier Inc. All rights reserved.
机译：这项研究调查了用于恢复“沉睡美女”的营销策略，即不再在市场上活跃但保留了潜在品牌资产的品牌，这些品牌资产可以通过重新阐明品牌的传统而在消费者的脑海中浮现出来。通过对奢侈品和大众市场商品专业人员的访谈，我们分析了睡美人的特征，并提供了重新激活策略的类型。我们的论文的主要贡献是通过介绍睡美人的概念并提供了睡美人激活策略的类型学，更好地了解了品牌复兴。基于复兴之前品牌在市场上的声誉，复兴之后其对过去的定位以及复兴中使用的品牌特征，出现了不同的重新激活策略。这项研究还通过展示管理者如何将品牌转变为传统品牌，为传统品牌文献做出了贡献。研究结果表明，在恢复沉睡美女的过程中，关键因素是品牌与集体记忆产生共鸣的方式。 （C）2016 Elsevier Inc.保留所有权利。

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