I. Time-honored brand

Time-honored brands are not only a commercial landscape, but also a historical and traditional cultural phenomenon. It's a pity that you don't eat roast duck until you reach the Great Wall, which makes Quanjude a symbol of Beijing. Folk allegorical sayings in Beijing, such as the instant-boiled mutton in Donglaishun-the dishcloth that is really tender and six-lived-have all tasted the ups and downs, and the medicine in Tongrentang-the real thing, the sale in the casserole house-and so on, all vividly express the brand characteristics of these old brands.

Time-honored brands are the best legacy of hundreds of years of commercial and handicraft competition. They all experienced a history of hard struggle and eventually led the party. Its brand is also considered to be synonymous with quality. With the development of modern economy, some time-honored brands have been lost, but they are still unique. Among these famous old shops, there are Tong Ren Tang, which provided the secret recipe of traditional Chinese medicine during the reign of Kangxi in the Qing Dynasty, the "China's first shoe" which was founded in the third year of Xianfeng in the Qing Dynasty (AD 1853) to make shoes for the royal family and court officials, and Ruifuxiang, which was developed in 1870 to meet the needs of Beijing dignitaries.

Second, the Chinese time-honored brand

Chinese time-honored brand refers to a brand with a long history, products, skills or services handed down from generation to generation, distinctive traditional cultural background and profound cultural background in China, which has been widely recognized by the society and formed a good reputation.

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"China Time-honored Brand" refers to the products, skills or services that have inherited and passed on the Chinese nation's excellent cultural traditions, distinctive regional cultural characteristics and historical traces, unique craftsmanship and management characteristics, and won wide social recognition and good business reputation, as well as the brands of time-honored products.

Enterprises established in Chinese mainland recognized by the former People's Republic of China (PRC) and the Ministry of Internal Trade. In 199 1 year, more than 1600 established enterprises were granted licenses. In June, 2005, China Merchants announced the draft of the scope of the identification of Chinese time-honored brands, indicating that the identification of Chinese time-honored brands would be restarted after an interruption of 14 years. In April, 2006, the Ministry of Commerce of China issued the Standards for Identifying Chinese Time-honored Brands (Trial) and the Project for Revitalizing Chinese Time-honored Brands, indicating that within three years, the Ministry of Commerce of China will identify 1000 Chinese Time-honored Brands nationwide and issue plaques and certificates in the names of the people of China and the Ministry of Commerce of China.

Three. Graphic Logo of Chinese Time-honored Brand

The outline of the figure is deepened according to the shape of the Chinese seal, and the auxiliary shape is skillfully connected into the combination of two Chinese characters [zi] [number], which appropriately expresses the meaning of the old Chinese brand. [word] [number] closely combined, claiming to be one. It shows the profoundness of China culture and indicates the vigorous vitality of the charm of traditional culture in modern society. Lithographic seal cutting also shows the historical sense of the old brand, highlighting its enduring charm and time accumulation. The combination of [word] and [number] graphics embodies the bright future of mutual influence and common development between commercial circulation and time-honored brands.

The strokes of the new logo are smoother and bolder, and the original logo is weaker, which enhances the sense of strength, historical vicissitudes and stability; The original frame is neat and square, and after adjustment, it is in the form of seal cutting, with strong stone seal flavor; The brush strokes are adjusted more mottled, and the cultural taste and long history of "China Time-honored Brand" are emphasized more. The proportion of the front shape and the back shape of the original logo is not very harmonious, and the host designer has also made great efforts to make fine adjustments at this point, and the adjusted logo is more perfect visually. At the same time, the color contrast of the original logo is weak, and the colors used are outdated. The adjusted logo color is red, which can best represent the cultural characteristics of China. The use of monochrome enhances the recognition of color in lightness and hue, and is easy to be applied to various materials.

IV. Description:

1. Applicant

Relevant units (enterprises or organizations) in People's Republic of China (PRC).

2. Application conditions

(1) having the ownership or right to use the trademark;

(2) The brand was founded before 1956 (inclusive).

(3) Inherit unique products, skills or services.

(4) Having a corporate culture that inherits the fine traditions of the Chinese nation.

(five) with the characteristics of the Chinese nation and distinctive regional and cultural characteristics, with historical and cultural value.

(six) has a good reputation, has been widely recognized and praised by the society.

(7) The domestic capital and the capital of Hong Kong, Macao and Taiwan regions are relatively controlled, with good operating conditions and strong capacity for sustainable development.

3. Certification bodies

(1) The Ministry of Commerce takes the lead in establishing the "China Time-honored Brand Revitalization and Development Committee" (hereinafter referred to as the Revitalization Committee), which is fully responsible for the identification and related work of the "China Time-honored Brand".

(2) The China Time-honored Brand Revitalization and Development Committee consists of a secretariat and an expert committee. The Secretariat is located in the Business Reform and Development Department of the Ministry of Commerce, and is responsible for the organization, coordination and daily management of the Revitalization Committee. The expert committee consists of experts from various industries, legal experts, trademark experts, brand experts, enterprise management experts, quality experts and historians. Responsible for the evaluation of "China Time-honored Brand" and participate in relevant work demonstration.

(three) the "Chinese time-honored brand" originally recognized by the relevant departments should participate in the recognition again.

Verb (abbreviation of verb) the procedure of applying for authentication

The unit with the qualification of "China Time-honored Brand" shall report to the local municipal competent commerce department, which shall be audited by the provincial competent commerce department (including the municipal competent commerce department under separate state planning, the same below) and reported to the Revitalization Committee for confirmation. Procedures include: application, submission of materials, investigation and appraisal, appraisal and evaluation, publicity, decision-making, review, registration and filing, and issuance of certificates. Specific steps:

Application: the relevant units fill in the declaration form according to their own conditions and report it to the local municipal commerce department.

(2) Submission of materials: The local municipal commerce department will make a preliminary evaluation of the submitted application, and if the application is confirmed to be valid, guide the applicant to submit relevant materials in the prescribed format and report them to the local provincial commerce department.

(3) Investigation and appraisal: The provincial commerce authorities shall organize relevant institutions and experts to investigate and appraise the materials submitted by the applicants, put forward preliminary appraisal opinions and report them to the Revitalization Committee.

(4) Review: The Revitalization Committee organizes experts to analyze the data, conduct on-site investigation on relevant contents when necessary, put forward review opinions and write review reports.

(5) Publicity: Publicize the list of enterprises and brands to be identified as "Chinese time-honored brands" in relevant media. Any unit or individual who has different opinions on the list may raise objections to the Revitalization Committee.

(VI) Making a determination: If the enterprises and brands to be identified as "China Time-honored Brands" have no objection or no objection is established during the publicity period, the Revitalization Committee will make a determination to identify them as "China Time-honored Brands".

(7) Re-examination: If the applicant has doubts about the determination result, he may submit a re-examination to the Revitalization Committee, and the re-examination result shall be made within 30 days after receiving the application for re-examination.

(viii) Registration and archiving: All materials involved in the certification process are archived and preserved by the revitalization committee responsible for managing these materials.

(9) Issuing certificates: in the name of the Ministry of Commerce, issuing plaques and certificates to the recognized "Chinese time-honored brands".

6. Time-honored brand strategy:

The decline of some old brands has brought great reference to other old brands. Therefore, if the time-honored brand carefully analyzes the current situation and combines the current domestic market environment and its industry position, it can show its competitive advantage. The failure of many enterprises shows that time-honored brands will inevitably die out if they don't adjust their thinking and innovate in time. For brands with a long history, there are eight strategies to revive their glory:

(A) size up the situation, give play to their own advantages and boldly carry out product innovation.

The leading enterprises in the future market are those that innovate products and services in time and are the immortal source of innovative enterprises. As an "old brand", it is no longer desirable to rely on the old to sell the old, and it needs to be repackaged and innovated in products and services.

As a food enterprise, only by grasping customers' stomachs can we seize the sales market. Over the years, Tong Yuan has made continuous efforts in product innovation. For example, the company's traditional "three treasures of tea and food" is undergoing a makeover. For different consumer groups, Zhenyuantong not only expanded the previous "three treasures" into "four treasures", but also developed a variety of flavors such as Ejiao, Lily and Longan. On the basis of continuing to introduce traditional crisp candy to elderly customers, we have developed an innovation in the sales mode of chocolate-flavored crisp candy for young people.

(two) in line with the city's tourism culture management.

"Time-honored brand" plays an important role in creating a famous cultural city. Because of its rich cultural connotation, "time-honored brand" has brought positive influence to the whole city and become a tourism cultural resource with unique charm. Therefore, "time-honored brands" can play a role in the city's tourism culture.

From the perspective of tourism culture, there are only two kinds of tourists: one is to seek cultural differences, such as European and American tourists, who travel across the ocean to find exotic folk customs; The second is to seek cultural identity, such as compatriots from Hong Kong, Macao and Taiwan and overseas Chinese, in order to "seek roots" for returning to their homeland. Here, "time-honored brand", as a profound culture, shows its unique advantages. Therefore, time-honored brands should actively seek government support. For example, in the traditional old street protection area of the city, on the one hand, the original time-honored brands can be protected, on the other hand, the time-honored brands in other parts of the city are relatively concentrated. The old street is famous for its "time-honored brand", which uses the outlets of the old street to gather popularity and geographical advantages, and displays the rich cultural connotations of the old street, bringing out the best in each other. In addition, it can also be combined with the government's tourism promotion and other activities to increase the publicity of the "time-honored brand" and make the profound historical and cultural heritage of the "time-honored brand" a household name.

Conduct research on consumers and upgrade product grades.

Consumers in market segments are constantly changing. Therefore, "time-honored brands" also need to study consumers and conduct accurate market segmentation according to the grade positioning of their products. Time-honored brand, an intangible asset, has been given a new connotation.

Time-honored brands can learn from the experience of brands. For example, they study consumer patterns all the year round. They should change their ideas, not only pay attention to products, but also know how to study the needs of consumers, especially in today's increasingly picky consumers.

(four) increase the intensity of counterfeiting and maintain the brand.

The rampant corrosion of counterfeit goods has become the enemy of new and old brands. The enhancement of R&D capability of time-honored brands will promote the improvement of economic conditions, thus enhancing technological advantages and putting an end to the frequent innovation of counterfeit goods.

(E) Pay attention to the promotion of brand value

The brand of "time-honored brand" itself is a huge intangible asset, so we should give full play to its advantages. First of all, we should strengthen the awareness of trademark registration, attach importance to the evaluation of intangible assets, and let the golden signboard get the quantitative value of the application. Or, we can transfer the naming right of the "time-honored brand" or use it for a fixed period by public auction, or we can invest and graft the intangible assets of the brand name to make the "time-honored brand" glow with new vitality.

At the same time, brand power is the combination of enterprise brand name and competitive strength. Having a brand does not mean having competitive strength. Only the brand, or only the famous enterprise left by the ancestors, will eventually lose the brand without the actual competitiveness of the enterprise. Time-honored brands need to be constantly recharged, and attention should be paid to the construction and promotion of brand value. Brand value construction needs to work hard on brand image and brand cultural connotation, so "time-honored brand" needs to look at brand image and brand value in the eyes of consumers, find out the shortcomings of brand construction and make improvements.

(6) Establish core competitiveness

Compared with those new enterprises entering the market, the century-old brand itself is a competitive advantage. However, if this competitive advantage cannot be reasonably used to create core competitiveness, the accumulation of century-old brands still cannot play a role, so it is very important for time-honored brands to establish their own core competitiveness.

By ensuring the authenticity of raw materials and strictly controlling the quality in the process, it ensures the unique taste and forms its own core competitiveness.

(7) expand publicity.

In fact, time-honored brands have enviable innate advantages, old qualifications and high attention. A little "dialing" will attract great attention from the media and the public, which can be described as four or two thousand yuan. Therefore, with the help of profound historical connotation, doing some articles on brand promotion will also cause consumers to flock. It attracted the "carpet bombing" and "making a splash" of the local media.

In fact, the brand value of "a century-old shop" makes "outsiders" salivate.

(eight) the scientific development of chain operation.

Franchising is known as the third business revolution in the world, which has the characteristics of rapidly expanding business without huge investment. The scientific development and chain operation of time-honored brands will produce scale effect. The insiders believe that reorganization and chain expansion are the way out for time-honored brands.

Time-honored brand is a crystallization of China traditional culture, deeply influenced by traditional culture. It doesn't like publicity, but it maintains the concept of "contentment is always happy" and "wine is not afraid of the depth of the alley". As we all know, in a highly competitive market environment, brands can only be forgotten by consumers if they are not allowed to remember them. As a result, the old brand has no market and cannot continue to operate. Time-honored brands can only choose to close their doors, but they can't inherit culture, so the painstaking efforts of a century-old brand will be in vain. Therefore, in order to gain a foothold in the new market environment, time-honored brands need to change their concepts and realize brand revival through continuous innovation.

1. Brand positioning cannot be ignored.

The same characteristics of time-honored brands are unique traditional cultural characteristics, and the growth experience of each brand name is unique commercial culture. The "golden mean" is the characteristic of China traditional culture, which makes the products of time-honored brands lack individuality, leading to weak differences between time-honored brands, which is not conducive to recognition and memory.

Brand positioning is to choose a suitable target market for corporate brands, meet the needs of specific consumers, and establish a distinctive image and style for corporate brands through research on markets and products. Brand positioning is different from product positioning. Brand positioning is not only to find the target market for products, but to transform the market, image, emotion and value into specific competitiveness, so that consumers can identify with their brand personality, establish good brand relations with consumers and enhance brand value.

When positioning old brands, we should highlight the most attractive and distinctive aspects of the brand as the core value according to the needs of the target market and the situation of competitors, so as not to distract consumers. When customers consume, their essence is not the consumer goods themselves, but the core value and soul of the brand, such as Volvo's "safest car" and Nike's "sports and fashion".

If a brand does not have its own core value, its products are easily submerged in the sea of homogeneous and functional products, and cannot enter the range of consumers' choices. Therefore, when inheriting and developing the brand tradition, time-honored brands must determine the brand core value, and it is best to link it with a certain lifestyle or emotion, making it the key to communicate with consumers and establish a lasting relationship.

2. Products dilute geographical restrictions and expand the consumer market.

Time-honored brands rely on the traditional culture and customs of a certain region to manage their own products. However, the strong regional characteristics limit the target customer base to a certain extent and hinder the product positioning of enterprises. For example, Suzhou food tastes sweet and is deeply loved by consumers in Jiangsu, Zhejiang and Shanghai. However, the lifestyle of modern consumers is different from the past, advocating fashion, convenience, exquisiteness and health, while Soviet-style products with heavy sugar and heavy oil are often prohibitive.

Therefore, time-honored brands need to adjust product tastes and develop a variety of products to adapt to market conditions in different regions. Only in this way can we attract more consumers to try these cross-regional time-honored products, and only after trying can we like these products. Innovation does not mean giving up tradition, and inheritance does not mean sticking to the rules. In the market competition, "time-honored brands" should take a road that suits them.

Therefore, the products of time-honored brands are not limited to local development, positioning the whole country as their own market, analyzing the characteristics of consumers, and making the products widely applicable.

3. Characteristic marketing, to seize the hearts of consumers

In such a fiercely competitive market situation, the brand can't add value, the scale of operation can't be expanded, and the original intangible assets value of the old brand will gradually shrink and eventually lose the market. In this regard, time-honored enterprises must change their concepts and attach great importance to brand advertising and marketing communication.

It can be seen that there are many ways of marketing. The key is to combine the culture and connotation of the brand, deepen the concept of consumers in various ways, and form a direct correspondence between the brand and the product, so that brand marketing will be successful. For time-honored enterprises, only by changing their business philosophy, opening up marketing ideas, adhering to the inherent essence of the brand, constantly pioneering and innovating, and keeping up with the pace of market development, can they maintain their development vitality and March towards the next century.

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