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<p>The concept of brand rejuvenation has garnered increasing scholarly interest; however, the execution and efficacy of brand rejuvenation strategies remain underexplored. This paper proposes a research framework from the perspective of brand management to explore and conceptualise the brand rejuvenation process. Study 1 employs template analysis to examine the brand rejuvenation efforts of Chinese time-honoured brands (CTBs), resulting in the development of a typology comprising four distinct rejuvenation strategies: Maintenance, Experimental, Responsive, and Transformative. Study 2 further investigates the consumption experiences of Generation Z through semi-structured interviews, revealing that the success of brand rejuvenation efforts is contingent upon the strength of the historical connection between consumers and the brand. This study uncovers the dynamics of brand rejuvenation, offering a detailed typology and incorporates the critical perspective of Generation Z consumers.</p>

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Heritage reimagined: brand rejuvenation dynamics of Chinese time-honored brands

  • 期刊论文

  • 发表日期：

    2026年8月5日

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  • Xizhe Wang,
  • Kaidong Yu,
  • Matthew Tingchi Liu

摘要

The concept of brand rejuvenation has garnered increasing scholarly interest; however, the execution and efficacy of brand rejuvenation strategies remain underexplored. This paper proposes a research framework from the perspective of brand management to explore and conceptualise the brand rejuvenation process. Study 1 employs template analysis to examine the brand rejuvenation efforts of Chinese time-honoured brands (CTBs), resulting in the development of a typology comprising four distinct rejuvenation strategies: Maintenance, Experimental, Responsive, and Transformative. Study 2 further investigates the consumption experiences of Generation Z through semi-structured interviews, revealing that the success of brand rejuvenation efforts is contingent upon the strength of the historical connection between consumers and the brand. This study uncovers the dynamics of brand rejuvenation, offering a detailed typology and incorporates the critical perspective of Generation Z consumers.