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Keywords

time-honored brand, brand revitalization, secondary brand leverage, intergeneration brand equity, Bawangsi

Abstract

Drawing on the "Internet logic"of brand development which proposed by researches recently,the unique secondary brand leverage and intergeneration brand equity of time-honored brand,this research demonstrated the strategic logic and implementation path of time-honored brands' revitalization in the era of mobile Internet.The strategic logic first require managers of the time-honored brand break the rules of resource constraints and establish the brand orientation concept;second,the brand strategic planning,especially the brand identification and positioning should be clearly made;third,integrated communication programs based on "Internet logic"should be made and implemented;finally,brand assets evaluation should be conducted at the ending of each program and continuous brand improvement plan and programs should be made and implemented.In order to revitalize time-honored brands,an "opinion leader"and a corporate dominated implementation path can be considered,the former highlight developing strong brand-customer relationships with "opinion leaders"and utilizing their online influences in social media;the latter highlight designing innovative communication contents and activates and utilizing the "nodeto-surface"communication functions of social media by the firm itself.

DOI

10.16315/j.stm.2020.03.009

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