?

1. Time-honored brands

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. The folk allegorical sayings in Beijing, such as the instant-boiled mutton in Donglaishun-the dishcloth that is really tender and six-dwelling-have all tasted the ups and downs, the medicine in Tongrentang-the real thing, the sale in the casserole house-and so on, vividly express the brand characteristics of these old brands.

Time-honored brands are the best left over from hundreds of years of commercial and handicraft competition. They all went through the history of hard struggle and eventually led the party. Its brand is also recognized as synonymous with quality. With the development of modern economy, the time-honored brand is somewhat lost, but it is still unique with its own characteristics. Among these famous old shops, there are Tong Ren Tang, which provided the secret recipe of traditional Chinese medicine during the reign of Emperor Kangxi in the Qing Dynasty, the "First China Cloth Shoes Shop", which was founded in the third year of Xianfeng in the Qing Dynasty (AD 1853) to make shoes for royalty and officials in the imperial court, the Ruifuxiang Silk Shop, which was developed in 187 to meet the needs of the dignitaries in Beijing, and the middle of the Ming Dynasty to make delicious pickles.

second, Chinese time-honored brand

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

"China Time-honored Brand" refers to the enterprise name and time-honored product brand that has inherited and inherited the excellent cultural tradition of the Chinese nation in the long-term production and operation, has distinct regional cultural characteristics and historical traces, and has unique technology and management characteristics, and has won wide social recognition and good commercial reputation.

an established enterprise in Chinese mainland recognized by the former People's Republic of China and the Ministry of Internal Trade. In the recognition of the whole industry in 1991, more than 1,6 established enterprises were awarded licenses. In June, 25, China Merchants Co., Ltd. published a draft of the scope of identification of Chinese time-honored brands, indicating that the identification of Chinese time-honored brands was restarted after a 14-year suspension. In April, 26, the Ministry of Commerce of the People's Republic of China issued the "Standards for Identifying Time-honored Chinese Brands (Trial)" and the "Project for Revitalizing Time-honored Chinese Brands", indicating that within three years, the Ministry of Commerce of the People's Republic of China will identify 1, time-honored Chinese brands nationwide and award plaques and certificates in the name of the Chinese people and the Ministry of Commerce.

third, the graphic logo of the old Chinese brand

?

the outline of the figure is deepened according to the shape of China seal, and the auxiliary shape is skillfully connected into the combination of two Chinese characters [Zi] [No.], and the [Zi] [No.] figure appropriately expresses the meaning of an old Chinese brand. The [word] [number] is closely combined and calls itself one. It shows the profoundness of Chinese culture and indicates the vigorous vitality of the charm of traditional culture in modern society. The technique of stone seal cutting also shows the historical sense of the old brand, highlighting its long lasting charm and time accumulation. The [word] [number] graphics are integrated from top to bottom, reflecting the bright future of mutual influence and development between commercial circulation and old brands.

The strokes of the new logo are smoother and bolder, while the original logo is weaker, which enhances the sense of strength, historical vicissitudes and stability; The original frame is a neat square, and it is in the form of seal cutting after adjustment, with a strong taste of stone and seal; The brush strokes are adjusted more mottled, which further emphasizes the cultural taste and long history of "China Time-honored Brand". The proportion of the original logo's positive shape and negative shape is not very harmonious, and the host designer has also made great efforts to make fine adjustments on 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 color used is old. The adjusted logo color is red, which can best represent the cultural characteristics of China, and the use of monochrome enhances the recognition of color in lightness and hue, which is easy to be applied to various materials.

iv. accreditation standards:

1. applicants

Chinese people and relevant units (enterprises or organizations) within China.

2. Application conditions

(1) Possession of trademark ownership or use right.

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

(3) Inheriting unique products, skills or services.

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

(5) It has Chinese national characteristics and distinctive regional cultural characteristics, and has historical and cultural values.

(6) It has a good reputation and 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, operating in good condition, and have strong sustainable development capabilities.

3. Accreditation body

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

(2) The China Time-honored Brand Revitalization and Development Committee has 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 is composed of experts from various industries, legal experts, trademark experts, brand experts, enterprise management experts, quality experts, historians, etc. It is responsible for the evaluation of "China Time-honored Brand" and participates in relevant work demonstration.

(3) The "China Time-honored Brand" originally recognized by the relevant departments shall be re-recognized.

V. Procedures for application for accreditation

Units that meet the accreditation requirements of "China Time-honored Brand" shall report to the local municipal commerce department, and the provincial commerce department (including the commerce department of cities with separate plans, the same below) shall report to the Revitalization Committee for accreditation. Procedures include: application, data submission, investigation and identification, identification and evaluation, publicity, decision-making, review, registration and filing, and issuance of certificates. Specific steps:

file an 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, it will instruct the applicant to submit relevant materials in the prescribed format and report them to the local provincial commerce department.

(3) investigation and identification: the provincial commerce department shall organize relevant institutions and experts to investigate and identify the information submitted by the applicant, and put forward preliminary evaluation opinions and report them to the revitalization Committee.

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

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

(6) make a decision: if the enterprise and brand to be identified as "China Time-honored Brand" have no objection or the objection is not established during the publicity period, the revitalization committee will make a decision to identify it as "China Time-honored Brand".

(7) review: if the applicant has doubts about the determination result, it may submit a review to the revitalization Committee, and the review result shall be made within 3 days after receiving the application for review.

(8) Registration and archiving: All materials involved in the accreditation process are kept on file by the Revitalization Committee and managed.

(9) issuance of certificates: plaques and certificates will be issued in the name of the Ministry of commerce to the recognized "Chinese time-honored brands".

VI. Brand strategy of time-honored brands:

The decline of some time-honored brands has brought great reference to other time-honored brands. Therefore, if the time-honored brands carefully analyze the current situation and combine the current domestic market environment and industry position, they can show their competitive advantages. The failure of many enterprises shows that time-honored brands are bound to die if they don't adjust their thinking and innovate in time. For time-honored brands, there are eight strategies to revive their glory:

(1) Assess the situation, give full play to their own advantages, and boldly carry out product innovation

The enterprises that will lead in the market in the future are those that carry out product innovation and service innovation in time, and the source of immortality for innovative enterprises. As an "old brand", it is no longer desirable to rely on the old to sell the old, but to repackage and innovate in products and services.

As a food enterprise, only by grasping customers' stomachs can we seize the sales market. Over the years, Zhen Yuantong has been making continuous efforts in product innovation. For example, the traditional "three treasures of tea and food" of the company is changing its face. According to 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, it developed chocolate-flavored crisp candy for young people ... Innovating in sales methods.

(II) Integration 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 overall positive effects to the city and has 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, tourists are nothing more than two types: one is to seek cultural differences, such as European and American tourists, who travel across the sea to find the folk customs of foreign countries; The second is to seek cultural identity, such as compatriots from Hong Kong, Macao and Taiwan and overseas Chinese, and "seek roots" for returning to their homeland. Here, the "time-honored brand" shows its unique advantages as a deeply accumulated culture. Therefore, time-honored brands should take the initiative to seek government support, for example, in the traditional old street preservation area of the city, on the one hand, the original "time-honored brands" can be protected, on the other hand, the "old word street" where the "time-honored brands" in other parts of the city are relatively concentrated. The old street is famous by the "time-honored brand", and the "time-honored brand" uses the outlets of the old street to gather the advantages of popularity and geography, and displays the rich cultural connotation of the "time-honored brand" in a concentrated way, which complements 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.

(3) conduct research on consumers and upgrade product grades

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

Time-honored brands can learn from the brand's experience. For example, they study the consumer's form all the year round. It is very important to change their concepts, not just focus on products, but also know how to study the consumer's needs, especially today when consumers are becoming more and more critical.

(4) Intensifying anti-counterfeiting and anti-counterfeiting, and maintaining the rampant corrosion of counterfeit goods of brands

have become the enemies of both new and old brands. The strengthening of R&D capability of time-honored brands will promote the improvement of economic conditions, thus enhancing technological advantages and putting an end to frequent fakes from innovation.

(5) Pay attention to the promotion of brand value

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

at the same time, brand strength 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 business name left by the ancestors, without the actual competitiveness of the enterprise, will eventually lose the brand. Time-honored brands need to be recharged constantly, and the construction and promotion of brand value should be emphasized. Brand value construction needs to work hard on brand image and brand cultural connotation, so "time-honored brand" needs to look at the brand image and brand value in the eyes of consumers, find out the shortcomings of brand construction and make improvements.

(6) Establishing 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 used reasonably to create core competitiveness, the century-old brand's accumulation still cannot play its role, so it is very important for the old brand to establish its own core competitiveness.

By ensuring authentic raw materials and strictly controlling the quality in technology, we have ensured the unique taste and formed our own core competitiveness.

(7) Expand publicity

In fact, time-honored brands have enviable innate advantages, with old qualifications and high attention. With a little "nudge", they attract great attention from the media and the public, which can be described as four or two million dollars. 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" of the local media and "made a big splash".

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

(8) Scientific development of chain operation

Franchising is called 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 economies of scale. The insiders believe that restructuring and chain expansion are the way out for time-honored brands.

Time-honored brands are the crystallization of traditional culture in China, deeply influenced by traditional culture, and they don't like publicity. They keep the concept of "contentment is always happy" and "wine is not afraid of the depth of the alley". As everyone knows, in the highly competitive market environment, if consumers are not allowed to remember the brand, the brand can only be forgotten by consumers. As a result, the time-honored brand has no market and can't continue to operate. The time-honored brand can only choose to close its doors and can't inherit the culture, and the hard work of the time-honored brand for a hundred years will be wasted. Therefore, in order to gain a foothold in the new market environment, time-honored brands need to change their concepts and realize their brand revival with continuous innovation.

1. Brand positioning can't be ignored

The same characteristics of time-honored brands are their unique traditional cultural characteristics, and the growth experience of each brand name is a unique commercial culture. "The Doctrine of the 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 the right target market for the brand of the enterprise, meet the needs of specific consumers and establish a distinctive image and style for the brand of the enterprise through the research on the market 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 an old brand, it is necessary to highlight the most attractive and distinctive aspects of the brand as the core value according to the demand situation of the target market and the situation of competitors, so as not to divide.