Author(s)

Qin Mao ¹, Yan Zhang ¹, Yinghui Xu ¹, Hongshan Xia ¹

Affiliation(s)

¹ School of Economics and Management, Beijing Institute of Graphic Communication, Beijing, 102627, China

Corresponding Author

Qin Mao

ABSTRACT

Some Beijing Time-honored Brands such as Tongrentang and Daoxiangcun actively explored the road of international development, built a good brand image, taken the lead in entering the international market and have achieved good results, which has a good reference for other Time-honored Brands. This thesis mainly adopts the literature research method, text analysis and field survey, focuses on combing and analyzing the brand image construction content and internationalization strategies of Beijing Time-honored Brand, and summarizes their commonalities, in order to provide some suggestions for the development of China Time-honored Brand.

KEYWORDS

China time-honored brand; internationalization; brand strategies

CITE THIS PAPER

Qin Mao, Yan Zhang, Yinghui Xu, Hongshan Xia, Brand Image Construction and International Communication of China Time-honored Brands—Taking Beijing Time-honored Brands as an Example. Media and Communication Research (2023) Vol. 4: 28-37. DOI: http://dx.doi.org/10.23977/mediacr.2023.041105.

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