Communications in Humanities Research
- The Open Access Proceedings Series for Conferences
Communications in Humanities Research
Vol. 17, 28 November 2023
Open
Access | Article
The Current Status and Brand Image Communication Strategy of Changsha Jiu Ru Zhai, a Time-Honored Chinese Brand
* Author to whom correspondence should be addressed.
Abstract
Time-honored Chinese brands are expected to have a distinct traditional cultural background and a profound cultural heritage, along with a reputable brand. As one of China’s first batch of key protected brands and a well-known brand among time-honored brands, Changsha’s first batch of Chinese time-honored brand, Jiu Ru Zhai, faces unprecedented challenges in the evolving era. The company lacks brand awareness and concepts for brand image communication, and still grapples with various issues such as a lack of uniqueness, outdated image, vague positioning, insufficient brand distinctiveness, and unclear adaptation to the innovative era. This paper utilizes a case study approach to analyze the current status of Jiu Ru Zhai and its brand image communication strategy, exploring how time-honored brands can upgrade their brand image to meet the personalized and diverse needs of consumers, thus increasing brand recognition and economic benefits.
Keywords
brand image, Jiu Ru Zhai, time-honored Chinese brand
References
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3. Xu, J., & Lu, X. (2021). Aesthetic Construction of Visual and Tactile Perception in Packaging Design. Hunan Packaging, 36(2), 77-79.
4. Ruan, Z., Wu, Z., & Xiang, Q. (2021). Image Design of Home Appliance Products Based on Brand Identification. Hunan Packaging, 36(3), 64-66.
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the International Conference on Global Politics and Socio-Humanities
- ISBN (Print)
- 978-1-83558-167-4
- ISBN (Online)
- 978-1-83558-168-1
- Published Date
- 28 November 2023
- Series
- Communications in Humanities Research
- ISSN (Print)
- 2753-7064
- ISSN (Online)
- 2753-7072
- DOI
- 10.54254/2753-7064/17/20230875
- Copyright
- 28 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited