Old Chinese Pharmaceutical Brand Development

China Time-honored Brand is a wonderful work of our commercial and national treasures, of which medicine brand is one of the most representative national characteristic industries.In this paper, the Commerce Department in 2006 found that 44 of China Time-honored Brand of medicine as an example, the author explores and studies all aspects of the survival of China Time-honored Brand and the development path from the perspective of brand development.In this paper, the author defines the concept of China Time-honored Brand and China Time-honored Brand of medicine, discusses the current situation of study and the research value of China Time-honored Brand of medicine in China.In the second part, the article gives a comprehensive and systematic problems description of China Time-honored Brand of medicine in the process of brand building from four aspects:the brand protection, brand positioning, brand communication and brand internationalization.In the last part of the paper, the author gives some suggestions on the development path of China Time-honored Brand of medicine:first, we should protect the brands from the enterprises and government aspects; second, it is necessary to conduct a timely manner to update the brand, including product updates, advertising slogan updates and image spokesmen updates; third, brand extension is not only to the pharmaceutical industry extension of the lower reaches, respectively, but also to the food industry, beauty and cosmetic industries considering technical advantages; fourth, we should explore the international market. China Time-honored Brand of medicine should be working to improve old products, to develop new products and build brands through positive, healthy quality standards system, such as measures of making full use of Chinese resources to explore the international market actively.