BRAND COMMUNICATION OF SHANDONG TIME-HONORED BRANDS FROM THE PERSPECTIVE OF FOUR-LEVEL ANALYSIS

Abstract

The development history of time-honored brands is a history of commercial civilization in China. With the development of society, most time-honored brands have basically faded out of the market. How to revitalize time-honored brands has become the primary task of time-honored researchers. This study studies the brand communication of time-honored brands from the traditional to modern structural transformation, and activates, protects, develops and utilizes time-honored brands as a cultural capital and resource element that can empower many industries, so as to form an endogenous power, thus promoting the inheritance and development of Chinese excellent traditional culture, promoting the competitiveness of many cities in Shandong, and promoting the integrated development of Shandong cultural tourism industry.