摘要
老字号品牌传承着我国宝贵的文化和物质遗产,在当今激烈的市场竞争中面临着严重的生存困境。要振兴老字号品牌必须进行长期品牌管理,必须要结合我国老字号品牌存在的具体问题来选择适宜的品牌激活战略。只有从品牌设计、品牌定位和品牌传播等方面多管齐下,才能推动老字号品牌重新焕发生机。
The time-honored brands carry forward China＇s precious cultural and material heritages, but they encounter great difficulties in the current fierce market competition. To revitalize the long-established brands, we must implement long-term brand management, and choose the appropriate brand revitalizing strategy in light of the specific problems fhcing them. Only when we take a full range of measures on brand design, brand positioning and brand communications, can we promote the rejuvenation of the time-honored brands.
出处
《学术前沿》
CSSCI
北大核心
2018年第9期122-126,共5页
Frontiers
关键词
老字号
品牌老化
品牌激活
Time-honored brands
aging brand
revitalize
