ZHAO Yu-xin, LI Yuan-yuan, KE Di
How to exploit the heterogeneous resource endowments of time-honored brands and realize their revitalization has become a prominent research focus. From the perspective of heritage resource utilization, this study adopts grounded theory and multiple-case study method, selecting four Chinese time-honored enterprises as subjects to explore the concept, constituent dimensions of time-honored brand heritage, and the brand revitalization pathways. The findings are as follows: First, time-honored brand heritage is a locally embedded, multidimensional construct rooted in traditional Chinese commercial civilization, consisting of five interwoven dimensions, including historical memory, cultural heritage, unique craftsmanship, business philosophy, and spiritual genes. Second, time-honored brand heritage is dualistic, encompassing both tangible entities and intangible assets, as well as utilizable classic elements and untapped latent genes. Third, the revitalization of time-honored brands follows the core logic of “time-honored brand heritage — triggering conditions — brand revitalization pathways — brand revitalization outcomes — resource values”. Specifically, four types of triggering conditions constitute the internal and external dual driving forces; ten specific revitalization pathways corresponding to five pathway elements achieve differentiated adaptation and systematic coordination; six types of resources represent the outcomes of brand revitalization, completing the qualitative transformation from dormant heritage to viable operational resources. The time-honored brand revitalization model proposed in this study achieves a dynamic balance between inheriting traditions and adapting to contemporary market demands. It advances abstract theoretical research on brand revitalization to the practical implementation stage, provides theoretical references for the value conversion of heritage resources, and promotes the co-evolution of cultural and market values.