品牌研究Issue(2)：56-64,9.
品牌传承：内涵、价值、发现途径及其对中国品牌管理的战略启示
Brand Heritage:Connotation,Value,Uncovering Approach and Strategic Implications
摘要
Abstract
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 long-lived. Five big features of heritage brand are concluded,they are core values,track record,lon⁃gevity, 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 heri⁃tage, 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Key words
Brand Heritage:connotation/Values/Uncovering approach/Strategic implications分类
管理科学引用本文复制引用
王静一,陈增祥..品牌传承：内涵、价值、发现途径及其对中国品牌管理的战略启示[J].品牌研究,2016,(2):56-64,9.基金项目
国家自然科学基金项目（71202099；71202164）；南开大学中央高校基本科研业务费专项资金项目 （）
