品牌档案的价值内涵及其实现路径

本文通过对品牌档案广义内涵与多元价值的分析,进一步探索品牌价值实现的主要路径,即品牌经营者需重点做好品牌档案的全面收集、开放与保密等管理工作。继而采取主动利用品牌档案维护知识产权、挖掘分析品牌数据档案革新竞争方式、建设品牌展示场所增强品牌认同、振兴中华老字号品牌传承我国优秀非物质文化遗产等措施。

This paper, based on the analysis ofthe connotation and plural value of the brand ar?chives, further explores the main paths to realize thevalues. It indicates that the brand managers need tofocus on the brand archives’comprehensive collec?tion, opening and security to set up material founda?tion and to stimulate brand entity economic develop?ment and cultural construction, include actively usingbrand archives to protect intellectual property rights,mining and analyzing brand data to reform competi?tion, establishing exhibition space to enhance brandidentity, promoting Time- Honored Brand to inheritChinese excellent cultural heritage resources.