Brand Rejuvenation of Old Food Enterprises Based on Combination of Innovation and Nostalgia

摘要：

The recession of old food brands essentially derives from decrement or drain of its brand equity. The key to revive old food brand is to activate its brand equity. This research focuses on how to exercise innovative and nostalgic strategies to revive brand. First, according to literature and results of group interview, chooses and establishes the primary elements that revive brand equity, consisting of brand element, product image, enterprise image, brand affect. Second, proposes what elements of brand equity in given enterprises should be passed down and innovated through market survey and combination of enterprise situations. Finally, makes an empirical analysis of Guifaxiang, the findings support brand rejuvenation of Guifaxiang mainly depends on innovation, but also relies on nostalgia strategy of excavating exciting unique elements.

关键词： Innovation nostalgia brand rejuvenation old food brands brand equity

作者: ZHANG Ying SUN Minggui

作者单位: School of Business and Management,Donghua University,Shanghai,P.R.China,200051;School of Business,An School of Business and Management,Donghua University,Shanghai,P.R.China,200051

会议类型: 国际会议

会议名称: 2009 International Conference on Management Science and Engineering(2009管理科学与工程国际会议)

会议地点: 北京

会议语种:英文

页码: 968-972

在线出版日期: 2009-11-01（万方平台首次上网日期，不代表论文的发表时间）