Reconstruction and Inheritance of Old Brand Stories in the New Media Environment

Abstract

Driven by technologies such as 5G networks and social media, new media has established a “many-to-many” interactive communication landscape, becoming a vital medium for brand dissemination. However, most timehonored brand narratives remain confined to the singular theme of “centuries-old heritage,” struggling to resonate emotionally with contemporary consumers and thus facing brand obsolescence. This study explores strategies for reimagining and preserving brand narratives of timehonored brands in the new media landscape. Employing literature review methods, it synthesizes theories on new media, brand storytelling, and heritage brands. Through case analysis of the Quanjude heritage brand, it examines how short-video storytelling, IP-based cartoon expressions, and multi-to-multi communication strategies effectively convey brand history and values. Based on this, three core strategies are distilled: content reimagining, narrative mode reimagining, and medium reimagining. This study fills a gap in the intersection of new media and brand storytelling, offering fresh strategies and perspectives for communicating the narratives of time-honored brands.