A Study On Enhancing The Brand Value Of Chinese Old Brand

China time-honored brands are valuable business asset which inherent withChinese characteristics and contain a wealth of local traditional folk wisdom. Butduring collected survey data, Chinese existing old brand which is good operating onlyoccupy ten percent, there are many reasons effecting on this condition. Among thesereasons, lacking of brand culture innovation and blocking of improving brand value,are influence the healthy development of old established firm seriously. Therefore, itis imminent for China time-honored brands to enhance their brand value.In the competitive market, consumers are the roots of brand value. Only forconsumer’s acceptance and through their purchasing decisions, can brand realize theirvalue. To study the influencing factors of the brand value from the point of view ofconsumer’s decision-making that can provide a broader perspective for the study ofbrand value. If the time-honored brand wants to get consumer’s preferences, theymust have a comprehensive understanding of consumer behavior and provide moreproducts and services which can meet consumer’s demand or beyond their expectedexpectations.In this paper, we take Changsha time-honored brand for example. Based ontheoretical conceptual model to investigate the influencing factors of Chinatime-honored brand ‘s value. All those factors include brand awareness, reputation,trust and follow with brand. The study is based on the perspective of consumer’sdecision-making theory, so in order to verify its actual effect for promoting value ofthe old brand, the study adds to consumer decision-making as an intermediaryvariable. Empirical study shows that there is a weaker positive correlation betweenawareness and consumer decision-making. Brand reputation, trust, and follow withbrand, all those three factors have a significant positive correlation with consumerdecision-making and the four factors have a significant positive correlation with brandvalue. The correlation between consumer decision-making and brand value issignificant positive. At the same time, the consumer decision-making acts as anintermediary between the four factors and brand value. This article indicatescorresponding suggestions for Changsha old brand and pointed out the lack ofresearch and directions for future research.