Research On Brand Narrative Of Guangzhou Time-honored Catering Brands

Guangzhou Time-Honored Catering Brands carries the unique folk culture of Lingnan area.It has immeasurable market economic value and cultural communication value,they are important brand cultural property in China.With the increasing attention of the Time-Honored Brands' value that governments did,Guangzhou Time-Honored Catering Brands has become a hot point in current academic research.Based on the collation of existed research results,this paper aim to explore the narrative characteristics of Guangzhou Time-Honored Catering Brands from the perspective of brand narratology.In order to clarify the brand narrative context of Guangzhou Time-Honored Catering Brands clearly,the paper sorts out the development history of Guangzhou catering culture and the form and content of narrative.Through empirical research,it is found that its narrative form is increasingly rich and the narrative content is more and more satisfied the Level of spiritual needs of consumer.The content of the Guangzhou Time-Honored Catering Brands' narrative is very complicated,but it can conclusion its characteristics from the four brand narrative elements of theme,character,plot and aesthetics.The theme can be divided into four types: security,social,respect,and self-realization;characters can be divided into four categories: ordinary consumers,social celebrities,managers and employees,and virtual characters;the plot is based on conflicts;aesthetics emphasis on regional historical and cultural symbols,showing a nostalgic style.Among these four elements,the theme and characters are the center of narrative,the plot promotes the development of narrative,and aesthetics reflects the unique narrative style.In the brand narrative strategy,the old brand pays attention to the emotional communication with consumers,to builds the trust and dependence of the old brand.In the brand narrative content,the old brand emphasizes the inheritance of historical regional culture,and the folklore historical allusion are important brand cultural resources;inthe expression of brand narrative,the old brand emphasizes the application of historical and cultural symbols,forming a unique style of warmth and nostalgia.The elements and characteristics of clarifying the brand narration of Guangzhou Time-Honored Catering Brands indicate the direction and ideas for brand narrative innovation in the context of new media.Therefore,the last chapter takes "TaoTaoju restaurant" as the research object to carry out the practice innovation of brand narrative.