作　　者： ; ;

机构地区： 广东财经大学

出　　处： 《品牌》 2016年第2期54-62,共9页

摘　　要： 如何保持品牌的基业长青?学术界对此问题长期关注。本文在最新研究的基础上,提出品牌传承(Brand heritage)是探究"品牌何以长寿"问题的最新洞见。这一概念以那些历史悠久、业绩优秀并坚守自身价值观的卓越品牌为考察对象,总结出品牌传承的五大维度:核心价值观、业绩记录、长寿性、象征符号和历史价值。文章通过对这五个维度的详述,来建立对品牌传承概念的深入理解,并阐述了其理论研究价值所在。继之,文章从实践角度,指出企业可通过"发现和识别"、"激活和提取"以及"保护和培育"这三大步骤来进行品牌传承的管理和运用。最后,从"本土高端品牌的打造"、"新兴品牌的发展战略"以及"老字号品牌的管理"三个方面来深入阐述品牌传承概念对中国品牌的战略启示。 How to keep the brand ever green? Such questions relative to brand longevity have obtained long-term attentions in academic fields. Based on the newest research,this paper raises that the conception of brand heritage can help to explore that how can a brand be longlived. Five big features of heritage brand are concluded,they are core values,track record,longevity,symbols and history important to identity. Every feature has been stated in detail in this paper and the research value is disscussed. Then, three steps for enterprises identifying their own brand heritage are pointed out,which can be expounded as uncovering and identifying heritage, activating and retrieving heritage, protecting and nurturing heritage. Finally, in order to deeply elaborate the strategic significance of brand heritage to brand management in China,three aspects are analyzed, including building of high- end local brands, develop strategy of emerging brands and management of time-honored brand.

关 键 词： 品牌传承 构成要素 研究价值 发现途径 战略启示

领　　域： [经济管理] [经济管理]