品牌老化的本质在于其品牌资产的下降，品牌老化也是品牌长期管理中一个不容忽视的问题，品牌激活是解决这一问题、增加品牌资产的主要路径。

Brand aging is a problem which can not be neglected in its long term management and brand revitalization is the main approach to solving the problem and increasing the brand property.

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激活域是由消费者在制定购买决策时认真考虑的品牌所构成的集合。

Evoked set refers to the brands that come into the consideration of consumers when they are going to purchase.

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越来越多的品牌被激活在地方一级。

More and more, brands are activated at the local level.

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