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1.1 Literature Review
So far, the study on brand revitalization could be roughly pided into two schools. Firstly, from the perspective of cognitive school, which is represented by Kevin Lane Keller, scholars have viewed the theory based on the Customer-Based Brand Equity (CBBE). Keller (1999) has argued that there are two strategies of brand revitalization—the one is to expand the degree of brand cognition, and the other one is to reset up brand association and reconstruct the base of brand equity (p.112). “The two ways to achieve brand revitalization include several specific methods: from the perspective of brand cognition, there are ways such advancing brand awareness, excavating the depth of brand cognition, as well as increasing the frequency and volume of consumption to broaden the width of brand cognition; from the perspective of brand association, we could achieve brand revitalization mainly through strengthening the positive associations or building up a totally new brand association” (Wu, et al, 2009, p.74).
Secondly, from the perspective of social psychology, Brown & Sherry (2003) have proposed that the core of brand revitalization is the revival of brand meaning, and its mechanism is based on the consumers’ nostalgia (p.19). This theory has clarified that “the strategies based on the brand meaning has four aspects, which including brand story, idealized brand community, brand essence, as well as brand paradox” (Brown, 2003, p.19).
Beside the two main schools, other scholars have also proposed several specific ideas. “Taking advantage of consumers’ nostalgia could relive the old brand. The specific tactics are the followings: awaking memories, extending awareness, retro style, and changing the image” (He, et al, 2007, p.106). Besides the perspective of consumers, some scholars have also argued that, “Consumer nostalgia has close connections with consumer segmentation, brand revitalization, and advertising strategies” (Xu, & Wang, 2011, p.23). In this way, “they have proposed several revitalization strategies concerned with product structures, management method, marketing strategies, trademark protection, as well as product quality” (Peng, & Chao, 2012, p.90).