Research on Brand Innovation Strategy and Emotional Marketing of Time-honored Brands Based on Consumers’ Nostalgia

Chenyan Tu ()
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Chenyan Tu: Bayes Business School, City St George’s, University of London

A chapter in Proceedings of the 2026 6th International Conference on Enterprise Management and Economic Development (ICEMED 2026), 2026, pp 55-62 from Springer

Abstract: Abstract Taking MOUTAI as a marketing narrative case, this paper explores how time-honored brands balance the dual paths of nostalgia and innovation in marketing strategies in the escalating consumer market. This paper aims to explore how old brands can effectively use consumers’ nostalgia and realize the connection between the remodeling of brand assets and young consumer groups. This paper explores the development dilemma of MOUTAI and its coping mode. The results show that time-honored brands need to innovate on the basis of adhering to cultural authenticity, which provides strategic enlightenment for the rejuvenation of time-honored brands in the theoretical framework.

Keywords: Nostalgia; Time-honored brands; Marketing (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-719-4_7

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DOI: 10.2991/978-94-6239-719-4_7

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