This paper combines the concept of China-chic style and the city IP of time-honored brands in Beijing,carries out case analysis,and proposes the activation path of time-honored brands in Beijing based on"China-chic style"from the perspective of city IP,including digging brand history,carrying forward traditional technology,developing diversified products,using new media for brand renewal,and developing cultural and creative products around the brand.
city IPChina-chic styleBeijing time-honored brandbrand activation
NETL
NSTL
万方数据
