How should an old brand be managed? Please put forward your brand building plan.

Time-honored brands are managed from the following points.

1. Mining brand cultural assets. Brand culture genes can be divided into regional cultural assets, historical cultural genes or product cultural assets. It is very important to tap the cultural assets of time-honored brands. This heritage of cultural assets can make time-honored brands have weight.

2. Establish brand association. The establishment of brand association is very important for time-honored brands, just like when we talk about Wufangzhai, we think of Zongzi, Tongrentang, Chinese herbal medicine, Daoxiang Village, and Shenda's achievements, we think of Youth Federation. The establishment of this brand association should combine brand planning, brand positioning and brand vision, so that old brands can speak out and more consumers will think of your brand when they think of single products.

3, shaping the brand image, now more and more time-honored brands pay attention to the establishment of their own brand image, because the consumer groups we face have changed, and now they consume not only good products. The conservative ideas of the older generation collide with the ideas of the new generation of young people, and if they do not change, they will be eliminated by the market. Many new successors of old brands have gradually realized this, and started to upgrade their brands in terms of positioning, logo design, vi design and packaging design.