摘要
如何通过"寻根"的方式重新捕捉失去的品牌资产以扭转品牌的衰退趋势,并促使品牌价值再生的品牌活化探讨正成为品牌管理研究的焦点。本文基于品牌真实性和价值迁移视角,采用跨案例研究方法,选取达仁堂、隆顺榕、广誉远和京万红4家本土老字号企业作为案例,探索面临不同的外部环境,老字号企业如何进行品牌活化等相关问题。研究发现:(1)老字号品牌活化包含品牌真实性构建和价值迁移两个维度,企业通过品牌真实内核的传承与更新和品牌价值链的延伸与拓展激活老化的品牌;(2)老字号品牌活化可分为防御型、折中型、创业型和先锋型4类路径模式,不同的嵌入环境压力导致活化模式与机制的异质性;(3)拥有技术优势的老字号企业倾向于通过品牌建构真实性和跨领域品类扩张进行品牌活化,具有产品优势的老字号企业则是基于品牌原真实性和品牌价值链延伸进行品牌活化。本文研究结论对于揭示品牌活化的内在逻辑和老字号企业品牌决策有着重要理论和实践意义。
How to recapture the lost brand equity through the means of" root seeking "to reverse the declining trend and to promote the brand revitalizing mode of regeneration is becoming the focus of brand management research. To address this issue, this paper conducted a cross-case study using four local old brands, i.e., Da Ren Tang, Long Shun Rong,Guang Yu Yuan and Jing Wan Hong from the perspective of brand authenticity and value transferring. This paper has several interesting findings. First, the regeneration of heritage brand consists of two dimensions, brand authenticity constructing and value transferring, with its manifestation as the pass on of the brand core and extension of brand value chain respectively. Second, the heritage brands revitalizing can be divided into the four path types as niche type, moderation type, entrepreneurial and pioneer type, which are resulted from different environmental pressures. Third, the technologically advanced heritage brands tend to use the method of authenticity construction and cross field product extension to achieve brand activation, while heritage brands with product advantage are more inclined to do so through brand authenticity and brand value chain extension. The findings in this paper reveal the internal logic of brand revitalizing and will shed important theoretical and practical significance on heritage brands decision-making.
出处
《管理世界》
CSSCI
北大核心
2018年第4期146-161,共16页
Journal of Management World
基金
国家自然科学基金资助项目(71472097
71702122)
国家科技支撑计划项目(2015BAK46B01)的资助
