所在案例库：中国管理案例共享中心
案例链接：http://www.cmcc-dlut.cn/Cases/Detail/4919
案例名称：“酒”旱逢春：张弓酒业的品牌活化之路
译 名：Zhanggong Liquor's Road of Brand Activation
案例作者：李晨溪，陈婧，崔争艳，韩小汀，周宁
作者单位：北京航空航天大学
中文摘要：在互联网时代，市场环境与技术环境的巨大变迁，使得许多具有传统优势的老字号品牌的价值和市场认同度日益下降，品牌老化现象日益凸显。因此，企业如何活化历代传承的老字号品牌，是一个亟待解决的话题。本案例通过描述张弓酒业有限公司通过整合营销传播实现品牌活化的过程，重点探讨了老字号品牌资产的特征、构成要素及其发生品牌老化的原因，并进一步探讨老字号企业实施品牌活化的策略，并分析老字号品牌应如何进行营销传播，最终探讨了老字号品牌应如何处理传承与创新之间的关系。本案例对探讨老字号品牌如何通过品牌活化来获取可持续的竞争优势具有借鉴意义。
英文摘要：In the digital era, the tremendous changes in the market environment and technological environment have led to the decline in the value and market recognition of many time-honored brands with traditional advantages, and the aging of brands has become increasingly prominent. Therefore, how to revitalize the time-honored brands that have been passed down from generation to generation is a hot topic to be solved. This case describes the process of brand revitalization through the integration of marketing communication by Zhang Gong Wine Co., Ltd., focusing on the characteristics, constituent elements of the brand-name assets and the reasons for the brand aging, and further explores the strategy of implementing brand revitalization in the old-name enterprises. Analyze how the time-honored brand should conduct marketing communication, and finally explore the brand of the time-honored brand. This case is useful for exploring how time-honored brands can achieve sustainable competitive advantage through brand revitalization.
中文关键词：老字号品牌；品牌资产；品牌老化；品牌活化；品牌管理；白酒行业；2020百优案例；微案例
英文关键词：heritage brand; brand equity; brand aging; brand activation; brand management; liquor industry
案例入库时间：2020-11
