How to Revitalize China Time-Honored Brand through Marketing

Yuhan Liu ()
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Yuhan Liu: Zhejiang University

A chapter in Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), 2023, pp 1391-1399 from Springer

Abstract: Abstract “Laozihao”, also known as China time-honored brand is the emblem of traditional Chinese commercial culture, which has a huge influence on Chinese people. Faced with the influx of foreign brands and the fierce competition from domestic rivals, the century-old home brands have experienced survival crisis. Therefore, it is time for traditional brands to take steps for revitalization. This paper mainly proposes two strategies: emotional marketing and brand rejuvenation. It looks at the emotional marketing strategy from four dimensions, including nostalgia, patriotism, traditional culture and companies’ social responsibility, and analyzes three ways to realize brand rejuvenation from product innovation, following the trend of the times to social media marketing strategy. Considering the actual situation in China, the paper cites many practical cases recently which can offer some references for the “laozihao” to attract more customers.

Keywords: China Time-Honored Brand; “laozihao”; emotional marketing strategy; brand rejuvenation (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-098-5_158

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DOI: 10.2991/978-94-6463-098-5_158

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