Whether digital transformation can promote the brand value of time-honored brand is an important practical issue for time-honored brands to realize brand rejuvenation in the era of digital economy. This paper takes Chinese listed time-honored enterprises from 2017 to 2022 as research samples to empirically investigate the impact of digital transformation on the brand value of time-honored enterprises and the moderating effect of marketing ability and entrepreneurship. The results show that enterprise digital transformation can promote the brand value of time-honored brands, and enteprise marketing ability and entre preneurship play a positive moderating role in the positive impact of digital transformation on the brand value of time-honored brands. Further heterogeneity analysis show that the promotion effect of digital transformation on the value of time-honored brands is more obvious in the enterprise with high traditional culture level and state-owned enterprises. This paper provides some guidance and suggestions on how to achieve high-quality digital transformation and enhance brand value for time-honored enterprises.