Intangible Assets are More Valuable than the Tangible??"??" Study on the Innovation and Development of the Traditional Time-Honored Brands

DOI

10.2991/sser-18.2018.50How to use a DOI?

Keywords

Tangible; Intangible; Time-honored brand; Brand heritage; Brand innovation

Abstract

Chinese society is a natural economy that is self-sufficient. It is a society based on farming. Except for planting land, it is the development of handicrafts. Therefore, the most demanding quality instead of the brand, as the product itself is material, and the brand is spiritual. It is intangible. There is a difference between branded and non-branded things. The traditional “time-honored brand” has a distinctive traditional cultural background and profound cultural heritage. It refers to a national brand with a long history and a good reputation, and has the skills and services inherited from generation to generation. This article aims to explore the intangible value and brand value of time-honored commodities. With the continuous development of globalization and integration of the world economy, China is faced with economic restructuring from a manufacturing nation to a branding superpower, China’s time-honored products shoulder a major historical mission.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jia Li
PY  - 2018/05
DA  - 2018/05
TI  - Intangible Assets are More Valuable than the Tangible??"??" Study on the Innovation and Development of the Traditional Time-Honored Brands
BT  - Proceedings of the 2018 8th International Conference on Social science and Education Research (SSER 2018)
PB  - Atlantis Press
SP  - 242
EP  - 245
SN  - 2352-5398
UR  - https://doi.org/10.2991/sser-18.2018.50
DO  - 10.2991/sser-18.2018.50
ID  - Li2018/05
ER  -