The Study on Activation Strategy of Time-honored Brand

Jiankang Mu, L. Zhao, A. Xavior, J. Cai, L. You
2017 MATEC Web of Conferences  
Time-honored brands have profound cultural heritage, a large part of glorious timehonored brands has gradually disappeared from the market. Brand activation is the core of management strategic of brand equity as well as the fundamental requirement of time-honored enterprise recovery. This paper constructs the time-honored brand purchase model and finds that consumers nostalgic psychology for the consumer's perception and buying behavior has a positive effect. Instuduction Time-honored brand
more » ... rs to the brand management has a long history, with generations of products, production techniques or services have a distinct Chinese traditional culture. They were founded before 1956, achieved wide recognition of society, have a good reputation. With the development of economic globalization, more and more foreign brands poured into China. Because of the lack of brand consciousness and core competitiveness, China's time-honored brand enterprises encountered hard-hit and difficult to continue development. Part of the old brand market share has fallen sharply, even withdraw from the market. China's time-honored brand enterprises face enormous survival crisis. literature review Time-honored brand Brand is a name, term, mark, symbol or design, or their mutual combination, it is a product or service used to identify a consumer or a group of consumer. It makes different with competitors' products or services. Brand is a kind of intangible assets, brand owners can get competitive advantage and huge economic benefits from it. According to the needs of article research, we choose Time-honored brand as the object of this research. To be specific, these Timehonored brands must have the following typical characteristics: 1)With long historical period; 2)Distinctive national character; 3)With the reputation of social recognition; 4) An ongoing philosophy of culture; 5)With the traditional process of high quality. Consumers nostalgic Nostalgia is a kind of preferences (for people, places or things), it's a kind of good feelings. These things are common in younger. Brand activation based on consumers' nostalgia is a common strategy in western countries when solve the problem of aging brands. They use nostalgic psychology of consumers and stimulate consumers nostalgia, eventually led to purchases. Fig.1. Time-honored brand relationship diagram.
doi:10.1051/matecconf/201710005043 fatcat:b3zeofmy5ncsdksvc37slm4aga