Research On The Inheritance And Innovation Of The Old Chinese Culture-based Brand

"China time-honored brand" first has a long history, and at the same timemaintains generation to generation product, service and technology. It won widerecognition of the society by their authentic Chinese cultural, and formed a goodreputation in the long term development. The "China time-honored brand", whichcarries China’s commercial and social cultural, is the crystallization of the traditionalChinese technology. It is the representative of China’s long history, and its brand valuecannot be ignored. According to the report from China Brand Research Institute, therewere about16,000"China time-honored Brand" brands at the beginning of New China,which included food, medicine, clothing, daily necessities industries, etc., but thedevelopment was not smooth. By the early1990s, national recognition of "Chinatime-honored Brand" brands has dropped dramatically to more than1,600. As of today,there are more and more old brands had mismanagement issue due to various reasons,and some of them even on the edge of bankruptcy. How to make these brandsre-energize has become an issue related to corresponding government departments’,experts’, and business managers’ concerns, therefore, inheritance and innovationresearch of “China time-honored Brand” is necessary and urgent.In this paper, literature research, deductive induction, empirical analysis,combined with theoretical analysis and case analysis are used to study the inheritanceand innovation of “China time-honored Brand”, in which the author particularlyemphasizes brand culture as the base for this study. The brand culture is the coreelement of the “China time-honored Brand”, and it can build a good image for the brandthrough the impact on consumers’ brand knowledge, which plays a role in attractingconsumers and makes them become loyal customers, and further boosts theinheritance and innovation of "China time-honored Brand” on top of that. This is thestudy characteristics of this article. The author hopes to contribute to "Chinatime-honored Brand” research. This study contains the following elements:Firstly, the article studies the “China time-honored Brand” concept and brand inheritance from the customer-based brand equity. The author illustrates the brandculture impact on brand image and consumer loyalty by the analysis of the brandculture, consumer values and consumer perceived value, and finally reveals the valueof "China time-honored Brand” and proposes the brand inheritance model.Secondly, the author did the empirical analysis by questionnaire survey on thevalue of the connotation of "China time-honored Brand". The raw data obtained wasused to do the reliability and validity tests, which confirmed the hypothesis that thebrand value of "China time-honored Brand" can be explained in two dimensions--thebrand itself and the consumers’ perspectives including the long history, uniquetechnique, distinctive brand personality, brand image and unique brand culture, whichis the core.Finally, the author studies the inheritance and innovation of “China time-honoredBrand” based on brand value. The author proposes the feasible innovation model forthe old brand on the premise of preserving the brand culture from the relations andcontradictions of the "China time-honored Brand" inheritance and innovation, andillustrates the key role of brand culture in the brand innovation using “Yunnan Baiyao”case.