Research on Brand Innovation Strategy and Emotional Marketing of Time-honored Brands Based on Consumers’ Nostalgia

DOI

10.2991/978-94-6239-719-4_7How to use a DOI?

Keywords

Nostalgia; Time-honored brands; Marketing

Abstract

Taking MOUTAI as a marketing narrative case, this paper explores how time-honored brands balance the dual paths of nostalgia and innovation in marketing strategies in the escalating consumer market. This paper aims to explore how old brands can effectively use consumers’ nostalgia and realize the connection between the remodeling of brand assets and young consumer groups. This paper explores the development dilemma of MOUTAI and its coping mode. The results show that time-honored brands need to innovate on the basis of adhering to cultural authenticity, which provides strategic enlightenment for the rejuvenation of time-honored brands in the theoretical framework.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Chenyan Tu
PY  - 2026
DA  - 2026/07/09
TI  - Research on Brand Innovation Strategy and Emotional Marketing of Time-honored Brands Based on Consumers’ Nostalgia
BT  - Proceedings of the 2026 6th International Conference on Enterprise Management and Economic Development (ICEMED 2026)
PB  - Atlantis Press
SP  - 55
EP  - 62
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-719-4_7
DO  - 10.2991/978-94-6239-719-4_7
ID  - Tu2026
ER  -