Research on brand heritage model construction and activation strategy based on brand asset theory

Abstract

In the context of the acceleration of economic globalization and the influence of multiculturalism, people's lifestyle has changed, new demands have been made on brands, and many old names are facing the brand crisis. Therefore, through the study of brand equity theory and the elements of brand heritage, this article constructs a five-factor relationship model of brand heritage, and uses case analysis to sort out the impact of changes in modern lifestyle on China's time-honored brands, and propose the legacy activation strategy of the time-honored brands. The aim is to make the China's time-honored brands take full advantage of the brand heritage and combine the effective measures of modern cultural communication to enhance the core value of the brand and realize the inheritance and development of the brand culture.