Study Of Time-honored Brand From Reproduction Of Culture Perspective

As a precious and irreplaceable treasure of China, time-honored brand is an important part of tangible cultural heritages and intangible cultural heritage protection and construction. In the 20 th century, China experienced a circuitous and long period which traditions had experienced from criticizing, destroying, to awakening massively at the end. So old customs which were treated as barrier on the way of development in the past but now as precious treasure, they have been collected and arranged. Time-honored brand enterprises now promote economic development in many regions, and the rise and decline of these enterprises are closely related with regional economic development, so time-honored brand as a symbol and memory of a city. This thesis analyzes construction process and the interaction and competition of power relationship of time-honored brand development history. There are five parts in total of this thesis, the introduction part consists of object, meaning and method of study. Development, brand concept and dissemination behavior of Bawangsi brand would be introduced in Chapter 2. Bawangsi’s revitalization started from "encircling the cities from countryside", it returned to the spotlight and developed well. In Chapter 3, the thesis analyzes the building history of Bawangsi brand by analyzing itself, impression of people and Bawangsi in stories and literatures, also, this thesis explains the usage of historic culture resources during time-honored brand building according to the history of Qingquan well, the origin of sports champions beverage and the father of Bawangsi brand. In Chapter 4, based on national industry and national emotions, the thesis decribes the brand building from perspective of national culture and set forth the relationship between time-honored brand and national culture capitalization. In the last part, this thesis makes a conclusion of strategy in brand culture building,and explains the competition and mechanism exist between national power and traditional culture, and how traditions been memorized, rebuilt and “invented”. There are plenty of traditions have been “invented” during time-honored brand rebuilding. Discrepancy may exists between invented traditions and true history, but the history which remembered by people are not true frequently, the pride of time-honored brand is built on the brilliance of history, invented traditions credits much of brand building and people are pleasure to receive legendary history, this shows that culture is an important and integral part in transformation process of brand from individual workshop mode to scale commercialization.