Brand Marketing
Reflections on the Want Want Incident: How Can Old Brands Stay Relevant?
How can old brands stay relevant? This is a question that Want Want, and many others, must consider. Want Want, a 60-year-old Taiwanese enterprise, recently topped Weibo's hot search, sparking a wave of 'wild consumption' that boosted its sales. However, such emotional buying is fleeting; the brand's deep history is what truly resonates with consumers, and converting this surge into lasting brand equity is the real challenge.
孙美娜