老品牌往往能夠創造夢想來滿足消費者的夢想，且能長時間保持一致性，獲得消費者的信賴，如此老品牌方能長青。 品牌經營者不能完全仰仗老品牌的知名度而不做任何革新，否則當銷售量下跌、成長率衰退的時候，老品牌的原有支持者逐漸年老，新的客群又未能接續支持老品牌，此時光環退色，當年風光不再，徒留懷舊與感慨的傷情。 為避免危機臨頭，能長期創造佳績，永保金字招牌閃亮，品牌經營者應不時在目標顧客中注入新生命，創造令人印象深刻的復甦，重新恢復品牌地位。 「國語日報」從1948年創刊，六十年來的執著，推行國語文教育不懈，在語文教育與兒童文學領域，均創建輝煌佳績，六十年來堅持以教育理念辦報及關心社會公益，在讀者心目中建立多面向的良好品牌印象。 本研究從品牌再造觀點出發，供給面透過「國語日報」內部高層深入訪談來研究，需求面透過針對國語日報的讀者──學童、家長及教師，舉辦焦點團體討論，整理出由消費者需求角度切入的觀點，重新定義「國語日報」的品牌定位，加以品牌創新，讓國語日報經由品牌再造在未來可以繼續發光發熱六十年。 / Old brands are often able to create dreams that satisfy what consumers yearn for, and remain consistent over a long period of time, winning consumers’ trust and loyalty. Brand operators should not fully rely on established name recognition without making any change. Otherwise, when sales drop and growth decline, and original supporters of an old brand gradually age and new customers do not fill the gap left behind, the brand would lose its luster, leaving only reminiscence and much regret. To prevent an impending crisis, and deliver brilliant performance in the long term and maintain an unshakable status forever, brand operators should constantly inject new life into target customers, creating a revival that leaves a deep impression and restoring brand status. Since its establishment in 1948, the Mandarin Daily News has for 60 years commit itself to the promotion of Mandarin education, showing splendid performance in language education and children’s literature. For 60 years, the newspaper has built its business on the concept of education and has contributed greatly to social welfare, establishing an excellent, multi-faceted brand image amongst readers. By compiling opinions from the perspective of consumers’ requirements through in-depth interview with the Mandarin Daily News’ top level management and the newspaper’s readers, including students, parents and teachers, the Study, taking the approach of brand reengineering, seeks to redefine the brand positioning of the Mandarin Daily News and achieve brand innovation that would allow the newspaper to continue shining in the next 60 years.