How can Old Companies Build New Brands?——Case from"National Cellar 1573"
How old enterprises can build new brands requires theoretical guidance.Based on the brand story theory,this paper takes the Chinese high-end Baijiu brand Guojiao 1573 as the sample,and uses the standardized case study method to obtain the theoretical framework of"building a new brand by telling stories"to build and disseminate brand stories.Research has found that:(1)old enterprises need to start from two aspects to build new brands:first,to build good brand story content,and second,to choose appropriate brand story dissemination methods;(2)The construction of the brand story of Guojiao 1573 includes two aspects:firstly,establishing the story theme of"Guojiao"to demonstrate the value proposition of"history that you can taste";secondly,structuring the story theme through three major story elements:authenticity,emotion,and commitment;(3)The dissemination of the brand story of Guojiao 1573 includes three aspects:firstly,to spread the principle of"scarcity"from the spatial and temporal dimensions of the original brewing ecology and 700 year old ancient craftsmanship;Secondly,focus on cultural and sports marketing in areas of concern to the middle class;The third is to innovate consumer experience scenarios based on the concept of co creating value with consumers.This research conclusion provides management reference for other old domestic enterprises to build new brands.
brand storynational cellar 1573brand communication
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