Study On Old Brand Value Remodeling Wtih Wang Laoji As An Example

"Chinese old brands" are enterprises with long history and can be inherited from generation to generation for a long time. Because of excellent product quality, unique manufacturing process, coupled with the unique enterprise culture and history, the value of these brands are extremely high, become an important strength of our branding economy. In the market-oriented reform tide, a large number of old and famous enterprises are doing poorly in the competition, many long-term losses in state, and some even disappeared. The reason that old brands are falling quickly can be concluded into two part:On one hand, some enterprises still use the family workshop type management mode of operation, loose structure, poor innovation ability, low market sensitivity. On the other hand, the importance of brands haven't being awared, the trademark which has been operated for years is theft, even be renamed. A red tank battle between "Wong Lo Kat" and "JDB" has appealed people's attention on old and famous brand building and value maintenance in the modern market economy. In the current market environment, with the increasingly fierce competition on homogenization and endless streaming of the new product, brand has gradually become the key which can help the enterprise win in the competition in the market. Because the accumulation of reputation, time-honored brand actually take the initiative in brand building.However, we should pay attention on how to maintain and enhance the worthy of the brand.Through the overall analysising on the status and problems of current time-honored brand building,using the old herbal tea brand "Wong Lo Kat" as a typical example, carry out an objective analysis of misunderstanding on brand value maintenance and the whole process of the brand rebuilding, drawn some lessons which can be useing by other time-honored brands. At the same time, through the excavation of some domestic and foreign successful experience to provide practical suggestions the future of China's brand building.This paper is divided into six parts:the background research and literature research at home and abroad; the definition of the concept of time-honored brands and the significance of the brand value; analysis of the current situation of the time-honored brand in China and its existing problems; "Wong Lo Kat" case study, its prossess of rights safeguarding and its way of brand return; puts up with strategies and recommendations on our brand remodeling, brand management and marketing innovation,from the rebranding respect; the conclusion and outlook on the main content of this paper, analysising the shortcomings, and looking forwad to the future prospect on enhancing the brand value of the Chinese old brand.