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/3248
案例名称：砚“育”新生：FT古砚品牌活化之路
译 名：A New Start: FT Inkstoneon Brand Revitalization
案例作者：李晨溪，韩小汀，崔争艳，崔美达，周宁
作者单位：北京航空航天大学
中文摘要：品牌活化是品牌管理的一项重要内容。在互联网时代，市场环境与技术环境的巨大变迁，使得许多传统品牌的价值和市场认同度日益下降，品牌弱化和老化现象日益凸显，因此，保持并提升传承的品牌价值成为亟待解决的话题。近年来，作为文房四宝之首的制砚行业市场空间不断萎缩，传统工艺濒临失传，行业发展陷入困境。本案例以一家典型的传统品牌企业——FT古砚企业(以下简称“FT古砚”)的经历为背景，探讨企业在面临品牌资产日渐老化的经营现状时，是如何选择相应的策略路径进行品牌活化，进而在传承中进行创新，最终重获竞争优势的过程。本案例通过对FT古砚品牌活化探索过程的分析与思考，为中国传统品牌的传承与创新提供了重要的借鉴意义与启示。
英文摘要：Brand revitalization is an important part of brand management. In the Internet era, the huge changes in market environment and technology environment have led to a decline in the value and market recognition of many traditional brands. The weakening and ageing of brands has become increasingly prominent. Therefore, maintaining and enhancing the brand value of heritage has become a topic to be solved. In recent years, the market space for the manufacturing industry as the first of the four treasures of Wenfang has been shrinking, and traditional crafts are on the verge of being lost. The development of the industry is in trouble. This case is based on the experience of a typical traditional brand enterprise, FT Inkstone Enterprise (hereinafter referred to as “FT Inkstone”), and discusses how companies choose the appropriate brand revitalization strategy path when facing the aging business condition of brand equity, and ultimately regain the process of competitive advantage. This case provides an important reference and inspiration for the inheritance and innovation of Chinese traditional brands through the analysis and reflection of the process of the exploration of FT.
中文关键词：品牌资产；品牌老化；品牌活化；制砚行业；2018百优案例
英文关键词：Brand Equity, Brand Outdated, Brand Revitalization, Inkstone Industry
案例入库时间：2018-07
