利郎男装作中国男装领军品牌之一，为吸引年轻消费者，避免消费者断层的风险，采取了覆盖整个品牌的年轻化决策。通过对其年轻化前后的“STP+4P”的策略范式的比较以及年轻化后品牌的业务绩效、市场感知、传播成效的分析，可以看到，利郎品牌年轻化取得了阶段性成功，但这种成功更多的是产品风格年轻化的成功，品牌形象年轻化还没有形成强势认知。

关键词：品牌、品牌年轻化、利郎

Lilanz Men's Wear is one of the leading brands of men's wear in China. In order to attract young consumers and avoid the risk of consumer faults, they have adopted a rejuvenation strategy to cover the entire brand. Through the comparison of the “STP+4P” strategy paradigm before and after the rejuvenation and the analysis of the business performance, market perception and communication effectiveness of the younger brand, it can be seen that the Lilanz brand rejuvenation has achieved stage success. The success is more of product style rejuvenation, and the brand image has not yet formed a strong awareness.

Keywords: Brand, Brand Rejuvenation, Lilanz