A Study On Image Communication Strategy Research Of Time-honored Brand In Liaoning Province

There are 72 enterprises have been identified as the Liaoning old brand till now, but in reality the running conditions of them are not good and also faced with all kinds of problems. According to visit these enterprises, we found that nearly 20% of old businesses are in difficulty and in the situation of hard to open on scale, and some even reached the edge of bankruptcy. Only nearly 15% of the old brands are running in a good situation. Others are plunged into a tepid development bottleneck. Admittedly, there are a lot of the causes of Liaoning old brand’s current situation, such as the old family management pattern, the backward management concept and management technology, lacking of innovation consciousness and so on. But the most important one is that the Liaoning brands lacking of brand and brand image communication consciousness and concept. It cannot be ignored that the spread of brand and brand image is one of the most important strategies which can make these old brand to achieve a great development. Under this background, from the three related theories such as brand, brand image, brand image communication and by checking a large number of second-hand data related to Liaoning old brand image at home and abroad, and also by field interviews of the old enterprises in Liaoning province we figure out and have a intuitive understanding the situation of present situation of brand image communication of Liaoning old brand. And on this basis, this article of Liaoning old brand image communication also put forward some constructive strategies and suggestions such as brand image, connotation of culture, “experiential” communication, integrated communication, increase brand image communication input and so on. This paper carried out relevant research from the view of the communication, advertising and brand science and so on, and it is just a beginning. The author hopes that the research can make people pay more attention to the time-honored brands, and hopes other authors who with breadth of vision can do some further researches on the problems of time-honored brands from different aspects. And then put forward some theoretical and practical ways to make time-honored brands and brand image develop in a smooth and healthy way.