摘要
在老字号品牌复兴战略中,挖掘老字号特有品牌元素,发挥其独特性品牌资产的优势具有重要意义。对老字号品牌元素的解析表明,老字号品牌元素相比现代品牌更为丰富多样,并具有独特性。从消费者品牌联想角度分析,在诚信可靠、品质保证、历史文化、情感联结方面老字号相比现代品牌具有明显优势,而在活力时尚、创新进取、管理先进上的表现远逊于现代品牌。
In the strategy of reviving old and famous enterprises, digging out the unique brand element of old and famous enterprises and exerting their advantages of unique brand asset is of great significance. An analysis of the brand element of old and famous enterprises shows that the brand dements of old and famous enterprises are more abundant, various and unique compared with modern brands. Analyzed from the perspective of consumers＇ brand association, old and famous enterprises have obvious advantages compared with modern brands in the respects of honesty and reliability, quality guarantee, history and culture, emotion connection, but in the respects of vitality and fashion, innovation and aggression, advanced management, old and famous enterprises are inferior to modern brands.
出处
《经济经纬》
CSSCI
北大核心
2008年第1期117-120,共4页
Economic Survey
基金
广东外语外贸大学校级项目(GW2006-Q-008)
广东外语外贸大学科研新团队(GW2006-TB-001)阶段性成果
关键词
老字号
品牌资产
品牌元素
消费者怀旧
old and famous enterprise
brand asset
brand element
consumers＇ nostalgia
