如何讓品牌活化？以及活化策略是否具有成效？這是每個追求長期經營的企業品牌終究會面臨到的問題。本研究選擇A牌蕃茄汁作為品牌活化的個案，主要它是曾經熱銷且成熟已久的果蔬汁，但隨著消費者喜好的改變，漸漸不被年輕族群所接受，儘管在蕃茄汁市場上擁有高知名度，但產品銷售量及關注度已逐年下滑，A公司該如何活化商品來刺激購買意願？如同經營企業一般，當品牌歷史悠久，若不隨時注意市場環境變化，固守舊有思維及原有的經營策略，很容易出現Lehu（2004）所定義的品牌老化現象。為了瞭解品牌活化策略是否具有成效，本研究將以A牌蕃茄汁的兩種活化策略，即增加使用策略及重新定位策略，利用消費者問卷調查及統計分析資料，探討是否能提升消費者心中的價值感、年輕化原有品牌印象，以及對消費意願能否有正面關係的影響。
本研究設計透過網路問卷調查，以使用社群軟體（LINE及Facebook）之年輕大眾為目標族群，採用便利抽樣法來搜集研究樣本，總計回收188份問卷，其中刪除未完全填答及重複答案過多之無效問卷計有7份，有效問卷為181份，回收率為96.28。資料分析工具使用SPSS 17.0進行敘述性統計、因素及信效度、相關分析等方法，最後以迴歸分析驗證假設。
分析結果發現品牌活化策略對消費者知覺價值、企業品牌形象及消費者購買意願皆有正面影響，其中又對品牌形象的影響性最高，對知覺價值及購買意願的影響次之；另外，知覺價值及品牌形象對購買意願各有正面影響，兩者在品牌活化策略與購買意願之間具有中介效果，品牌形象為完全中介效果，知覺價值為部分中介效果。因此，從研究結果可知，A牌蕃茄汁的活化策略成功提升消費者心中的價值感及品牌形象的年輕化，當這兩種因素被提升的同時，更能刺激消費者購買蕃茄汁的意願。

How to revitalize brand? Is it effective by a series of revitalized strategy? Every old brand enterprise will have to face it one day. In this study, we choose tomato juice as an objective because it was sold for a long time and once famous in a period of time. Regarding to the change of consumer’s like, day by day, tomato juice is no longer popular than used to be. Therefore, we wonder to know how to keep it fresh by brand revitalization as the strategy of increasing amount and re-position in this case. To explore the influence of brand revitalization, an online questionnaire survey was conducted to investigate young people who are participating in social network platform like LINE and Facebook as target group. We used the method of Convenience Sampling to obtain the vaild questionnaire. There were 188 questionnaires returned, but 7 of them were incomplete or repeat the same answer. Therefore, 181 questionnaires were valid and the returned rate was 96.28%. We applied SPSS 17.0 to analyze the statistics by regression analysis to confirm the relationships.
The results indicate that strategies of brand revitalization have effective relationships on perceived value, brand image and purchase intention. Perceived value and brand image also have effective relationships on purchase intention. Perceived value has a partial mediating effect between brand revitalization and purchase intention. And brand image has a complete mediating effect between them. We know brand revitalization is a very important concept and will bring the bright side and new position to the enterprise.

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