Taiwan''s catering services are the diverse industry, which is characterized by low barriers to entry. They are composed by a large number of small and medium businesses, whose best survival strategy is to minimize the operation costs, in order to pursue the excess profits. In addition to the pursuit of extreme cost reduction strategies, another way is to maximize their branding effect and Brand revitalization or rebranding has become the new market trends nowadays to allow the old brand to create a new value. In addition, when the brand image of the trend in aging, the customer structure and brand values is changing , and the market share declines, or corporate merger or acquisition occurs when the original trademarks and slogans are no longer applicable, that is the best time to start planning Brand revitalization strategy to avoid the phenomenon of brand aging.
However, about the Brand revitalization studies, mostly are constrained to the enterprise business activation methods and strategies proposed, without reviewing the consumer reaction to the perception of the brand after Brand revitalization, also were not link to the brand equity. At the same time, the companies face an aging brand problem with limited resources, what resources and activities should be preferentially activated? And how to evaluate the effectiveness of activation? Whether or not the resources invested in excess wastage? Those are the vital questions for the corporate during the brand revitalization that they want to know in the first priority, and those are also the direction of this research will in study.
In this study, the brand revitalization applies brand value chain, especially for the products / services , target market and communication, the three major factors for resources investment, the impact of the customer''s mind set to build customer base brand equity , and thus through the perspective of consumers to observe changes in the performance of the business. Then, by observing the consumer point of view on the brand equity, if it is positive or negative on market performance, to determine whether reaching targets growth performance. It is especially for unlisted SMEs, or ongoing brand revitalization for their applying brand strategy. In additionally, the studies will provide the majority of the empirical research theories about brand equity and atypical brand extension, particularly, in this study it will also provide a reasonable explanation for the cases with the output of negative results, and can offer the brand revitalization cases an important reference to help with business strategic decisions.