Building Traditional Brand through Cultural Features - Research Based on Chinses Traditional Brand

Abstract

Traditional brand is famous for its long history and strong brand value. In China, there is a contradictory on traditional brand. On the one hand, as time goes by, it has accumulated a powerful brand strength, on the other hand, its brand strength also have been eroded by time, espically in recent years. More and more cities begin to focus on using cultural features to maintain traditional brand’s strength, and making this strength as a power of ubran construction. This article take Guangzhou – a representative of the south Chinese culture as a example, mainly intruduces the development of culture brand in Guangzhou, according to the local culture features, also provides some marketing suggestion on traditional brand’s future development.