形象的反差如何让传统品牌重拾魅力：品牌拟人化对品牌活化的影响

如何帮助传统品牌（例如中国的老字号品牌）实现活化是营销研究关注的重要议题。悠久的品牌历史和传统是传统品牌最为宝贵的品牌资源，因此在当前的品牌活化研究中，怀旧被视为品牌活化最为有效的手段；但怀旧也意味着不能对传统品牌的既有形象进行太大改变。然而，故宫的品牌活化实践给现有的品牌活化研究提出了挑战：为什么一个与传统形象出现反差的新形象却能够赢得消费者的偏爱？基于这一研究缺口，本研究尝试从品牌拟人化的角度，结合品牌真实性理论，综合运用案例分析、实验和问卷调查法，对反差形象帮助传统品牌实现活化的机制和边界条件进行系统分析和检验。预期发现可以为传统品牌特别是中国老字号品牌实现品牌形象的年轻化提供有益的指导。

How to help historical brands (such as Chinese traditional brands) to achieve revitalization is an important issue of marketing research. The long brand history and tradition are the most precious equity of traditional brands. Nostalgia is regarded as the most effective means of brand revitalization in the current brand revitalization research. But nostalgia also means that the existing image of historical brands must not be changed too much. However, the practice of brand revitalization in the Imperial Palace challenges the existing research on brand revitalization: why can a new image which contrasts with the traditional one wins the preference of consumers? In order to narrow this research gap, based on brand anthropomorphism and brand authenticity literature, this study attempts to systematically analyze the mechanism and boundary conditions of contrast image helping traditional brands to realize revitalization by using case studies, experiments and questionnaires. The expected results can provide useful guidance for historical brands, especially Chinese traditional brands, to achieve a younger brand image.