Research on Cross-Border Marketing and Traditional Brand Image Remodeling——Take the Old Brand "White Rabbit" as an Example

Xianglin He

Applied Economics and Finance, 2020, vol. 7, issue 4, 13-21

Abstract: "White Rabbit" toffee is a traditional Chinese brand with high reputation that bears the good memories of Chinese people. Facing fierce market competition, "White Rabbit" shares user groups with other related or complementary brands through cross-border marketing. Meet the diverse and personalized needs of consumers; use fashion, art, entertainment and other elements to enrich the brand ’s connotation, and increase brand influence and added value; while innovating and changing, finely control the quality and rhythm of brand cross-border marketing and always maintain their brand identity and brand advantage. Through these measures, the "White Rabbit" old-fashioned brand calmly crossed the development bottleneck and gained new life, and the development path explored has brought a lot of inspiration to other old-fashioned brands and brand cross-border marketing strategies.

Date: 2020
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