Research On Brand Narrative Of Time-honored Brand

From China's accession to the WTO in 2001 to the implementation of the "the Silk Road Economic Belt and the 21st-Century Maritime Silk Road" initiative,brands that rely on price competition for scale expansion have gradually been replaced by brands that are better at brand building and brand communication.As a typical representative of national brands,time-honored brands with national spirit and culture have attracted much attention in brand commimication.The brand communication of time-honored brands not only plays an important role in enhancing the competitiveness of enterprises and the economic strength of the country,but also plays an important role in building image of the country.Nowadays,brand narrative has become one of the effective tools of brand communication in the face of increasingly fierce brand competition and rich media resources.Brand narrative can not only resolve the content crisis of brand communication,but also enable consumers to establish Mself-brand connection" with the brands,and then improve brand loyalty.Therefore,this paper takes the brand narrative of time-honored brands as the core issue of the research.This paper adopts the method of multi-case study,and selects 20 Hubei Time-honored Brands as samples.Based on the Brand Narrative Theory of American branding expert Laurence Vincent,this paper analyzes and discusses how Hubei Time-honored Brands narrate their brands from four aspects:theme,plot,characters and aesthetics.The results show that there are many deficiencies in the brand narrative of Hubei time-honored brands.For example,There are similarities in brand narrative themes and the brand narrative theme does not conform to the eore values of the brand;narrative is unrealistic and plain;narrative characters are not influential enough,lacking of artistic beauty and so on.As an important part of China's time-honored brand,Hubei time-honored brand has a certain typicality and representativeness in its brand narrative.The analysis of the narration of Hubei time-honored brands has certain guiding significance for the narration of China's time-honored brands.Therefore,in order to avoid the above problems,China's time-honored brands need to follow the principle of consistency,clarify the core values of the brand,and focus on a core theme and a dominant prototype for brand narrative.Following the principle of differentiation,narrative version and narrative plot should vary from stages of brand narrative.Following the principle of diversification,China's time-honored brands should adopt multiple means to carry out brand narrative,and promote brand communication through various channels.