关键词: 老字号品牌, 再创新, 品牌年轻化

Abstract:

The vigorous promotion of excellent Chinese traditional culture has brought opportunities for the development of Chinese time-honored brands. However, the reality is that development of Chinese time-honored brands has numerous difficulties. This article explains that Chinese time-honored brands are the engines that promote the local economy, and brand re-innovation strategies are the only way for their sustainable development. From the perspective of repositioning and rejuvenation of Chinese time-honored brands, the author points out that the cultural innovation is to optimize the core value system of the brand after the overall value evaluation. It is especially necessary for brand planners and managers to grasp the proper balance and proportions between cultural heritages and innovations. Moreover, in the process of rejuvenating the brand, the key lies in the efforts to truly understand the changes of the times, to employ the means of marketing and the dissemination of new media, with an eye to revitalizing the new value of Chinese time-honored brand in the contemporary era. Meanwhile, the universal acceptance of traditional cultural concepts and contemporary values is realized during the implementation of relevant ideas and concepts, which helps to turn China time-honored brands into an evergreen growing tree in the fiercely competitive market.

Key words: Chinese time-honored brands, re-innovation, brand rejuvenation