Brand Equity Increment of Chinese Time-honored Enterprises: A Case Analysis of Combination of Innovation and Nostalgia

摘要：

Brand revitalization is urgent and necessary at present because most Chinese time-honored brands declined and even stagnated, and brand equities drained ceaselessly. This research focuses on the strategy of time -honored brand equity increment based on theory of innovation and consumer nostalgia using the method of case research. The case reveals Wanglaoji realize the increment of brand equity by brand repositioning, channel innovation, communicat ion method on the basis of inheriting unique brand culture and history by nostalgia. The case implies t ime-honored enterprises may choose and decide specific elements of innovation and nostalgia according to market and its condition, and strive to retain history and start innovation.

关键词： innovation nostalgia brand equity time-honored brand Wanglaoji case

作者: Zhang Ying Sun Minggui Ren Lingyu

作者单位: School of Business and Management, Donghua University, Shanghai, P.R.China, 200051 School of Busines School of Business and Management, Donghua University, Shanghai, P.R.China, 200051 School of Business, Anhui Finance and Economics University, Bengbu, P.R.China, 233030

会议类型: 国际会议

会议名称: 4th International Conference on Productinnovation Management(第四届产品创新管理国际会议)

会议地点: 武汉

会议语种:英文

页码: 1321-1326

在线出版日期: 2009-08-22（万方平台首次上网日期，不代表论文的发表时间）