China's Laozihao: The Management and Maintenance of Corporate Heritage Brands

摘要

Our research-and the research from our earlier research collaborators-have revealed,there is prima facie evidence to suggest that corporate heritage brands are a global phenomenon:not only do western heritage brands engender considerable interest and loyalty in their territories but it would appear indubitably to be the case that within the People's Republic of China the very some phenomenon may be found.Moreover,the importance and value of this distinct category of company has been recognized by the Government in China.The recent interest in corporate heritage brands in China-even if though many Chinese corporate heritage brands have not,alas,endured as a result of the radical changes within the business environment over the last sixty years-means that our research may,perhaps,be timely.