The Discussion Sessions On Preventing The Time-honored Brands Of Food From Brand-aging

Economic globalization brings us into an age of brand economy. Until2010, the50most valuable brands in the world-ranking, we still can’t findthe Chinese own brand. Compared with the developed countries, we have to admit thatthe Chinese modern brand has lagged behind these countries at least half a century. Butthe long history of Chinese5000years has left us another wealth of brand—the“Time-honored Brands”.According to the Ministry of Commerce statistics,70%Chinese time-honored brands inthe emerge of itself and perish of itself operating state,20%to maintain the operation,only10%vigorous development. WHY? The only reason is brand－aging.The brand－aging makes brand visibility, reputation and sales declined and the market share andcoverage rate reduced.The phenomena and harm of brand aging in Quanzhou time-honored brands of foodindustry as the research background, I analyze the domestic and foreign researchstatus of brand aging phenomenon, causes, countermeasures and existing problems,and study out the research methods and technical route.The time-honored brands--Quanzhou Yuanhetang limited company as the researchobject, I analysis the phenomenon of brand－aging of Yuanhetang from7aspects,which are brand management concept, brand positioning, brand awareness, businesssales, product and packaging, sales channels and brand communication,. I also pointout harmfulness of brand－aging. The main reasons why Yuanhetang brand aging isthat: lack of awareness of brand strategy, innovative talents, combat effectiveness ofthe marketing team, funds and market conditions.In order to solve those reasons, the article puts forward concretecountermeasures: brand repositioning; new product strategy; brand innovation saleschannels and brand communication; relying on the platform of Yuanhetang1916park, introducing a new managing team and innovating management mechanism.Finally, the article introduces advice and inspiration of the revitalization forQuanzhou time-honored brands of food industry: the enterprises have tostrengthen innovation, which is the only way to prevent brand—aging. At the sametime, the relevant government departments should also support them. I hope this papercan contribute to these enterprises on their sustainable management.