The Current Status and Brand Image Communication Strategy of Changsha Jiu Ru Zhai, a Time-Honored Chinese Brand

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 Chinas first batch of key protected brands and a well-known brand among time-honored brands, Changshas 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and concepts for brand image communication, and still grapples with various issues such as a lack of uniqueness, outdated image, vague positioning, insufficient brand distinctiveness, and unclear adaptation to the innovative era.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.