Analysis of Traditional Brand Rejuvenation Marketing Communication Strategy in the New Media Era

Abstract

With the advent of the new media era, the rapid development of science and technology, which also brought about the diversification of the brand, the corresponding change is the brand's marketing and communication methods, the traditional brand felt unprecedented pressure and challenges, marketing communication methods from the traditional brand marketing gradually transformed to today's new media marketing. Under the perspective of new media, if traditional brands want to stand firmly in the market, they must carry out certain youthful innovation strategies in marketing means and communication methods to break the conventional traditional brand image and enhance brand awareness and influence. This paper starts from the situation of traditional brands in the new media era, analyzes the dilemmas and challenges faced by traditional brands, and provides traditional brands with rejuvenation marketing and communication strategy suggestions, so that traditional brands can also be integrated into the new era, which has a certain positive effect on the development of communication of different traditional brands.