Research on the revival mechanism of dormant brands based on Authentic Value Innovation

邓伟升，阳恒佳，王雨薇，段丹洁，徐瑞

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Journal of Marketing Science ›› 2025, Vol. 5 ›› Issue (4) : 136-158.

Research Papers

Research on the revival mechanism of dormant brands based on Authentic Value Innovation

DENG Weisheng,YANG Hengjia，WANG Yuwei,DUAN Danjie,XU Rui

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Abstract

"Inheritance" and "innovation " have always been a dilemma that plagues the development of time-honored brands. This study adopts a double case study method, taking the dormant brand revival process of Tianjin Shanhaiguan Beverage Co., Ltd. and Shandong Hongjitang Pharmaceutical Group Co., Ltd. as the analysis object. Based on authentic value innovation, this study analyzes the process and internal mechanism of Hongjitang and Shanhaiguan dormant brands from dormancy to revival. The research found that: (1) the concept of "Authentic Value lnnovation" is proposed, where "authentic" implies inheritance, and "value innovation" represents the logic of reshaping, and this concept coordinates the dilemmas in the development of time-honored brand names into a single conceptual system; (2) the dormant brand revival mechanism based on authentic value innovation is presented as "brand authentic element identification-brand authentic value innovation-brand asset reshaping". Among them, brand authenticity value innovation includes functional value innovation (quality value innovation), representation value innovation and experience value innovation; (3) the long-dormant brand revival path is an exploratory value innovation gradual revival path, which is manifested as weak cognitive brand assets, while the short-dormant brand revival path is an exploitative value innovation leapfrog revival path, which is manifested as strong cognitive brand assets.

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dormant brand: Authentic Value Innovation / brand revival

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DENG Weisheng, YANG Hengjia, WANG Yuwei, DUAN Danjie, XU Rui. Research on the revival mechanism of dormant brands based on Authentic Value Innovation[J]. Journal of Marketing Science. 2025, 5(4): 136-158