E3S Web Conf.
Volume 179, 20202020 International Conference on Environment and Water Resources Engineering (EWRE 2020)
|Number of page(s)||10|
|Section||Environmental and Industrial Design|
|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: firstname.lastname@example.org
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.
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