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| The Revival Mechanism of Time-Honored Brand from the Perspective of Brand Authenticity and Value Co-Creation：Based on Lidu Liquor Case Study |
| YU Kefa，JIN Mingxing |
| Jiangxi University of Finance and Economics, Nanchang, China |
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Abstract Based on the perspective of brand authenticity and value co-creation, this study takes Lidu Liquor Company of Jiangxi Province as the research object and uses the exploratory case study method to explore the process mechanism of the revival of time-honored brands. The results show that, the revival of time-honored brands is a process of evolution, which can be divided into three different stages, i.e., namely the product revival stage, the model innovation stage, and the cultural empowerment stage，and it has great differences in brand authenticity construction and value co-creation each stage. The construction of brand authenticity is useful to the inheritance of time-honored brands, the value co-creation is helpful for achieving the innovation of time-honored brands. The value co-creation of time-honored brands can promote the formation of brand authenticity to a certain extent.
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Received: 23 July 2021
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