| Issue |
E3S Web Conf.
Volume 179, 2020
2020 International Conference on Environment and Water Resources Engineering (EWRE 2020)
|
|
|---|---|---|
| Article Number | 02071 | |
| Number of page(s) | 10 | |
| Section | Environmental and Industrial Design | |
| DOI | https://doi.org/10.1051/e3sconf/202017902071 | |
| Published online | 23 July 2020 | |
Research on Brand Heritage Model Construction and Activation Strategy Based on Brand Asset Theory
1 Chinese Academy of Lifestyle Design, Beijing Institute of Fashion Technology, Beijing, 100028, China
2 Department of Electronics and Information Engineering, Lanzhou Vocational Technical College, Lanzhou, 730070, China
* Corresponding author’s e-mail: 120839127@qq.com
In the context of the acceleration of economic globalization and the influence of multiculturalism, people’s lifestyle has changed, new demands have been made on brands, and many old names are facing the brand crisis. Therefore, through the study of brand equity theory and the elements of brand heritage, this article constructs a five-factor relationship model of brand heritage, and uses case analysis to sort out the impact of changes in modern lifestyle on China’s time-honored brands, and propose the legacy activation strategy of the time-honored brands. The aim is to make the China’s time-honored brands take full advantage of the brand heritage and combine the effective measures of modern cultural communication to enhance the core value of the brand and realize the inheritance and development of the brand culture.
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.