Leshan old food brand has unique local characteristics with a long history,.In the fierce market competition, Leshan old food business must establish brand awareness, strengthen brand building.From brand concept, the article first analyzes Leshan old food brand problems, puts forward the measures of brand's heritage and innovation, strengthen old food brand communication ,brand image reconstruction and other brand-building.%乐山餐饮老字号品牌历史悠久,独具地方特色.在激烈的市场竞争中,乐山餐饮老字号企业必须树立品牌意识,加强品牌建设.文章从老字号品牌的概念入手,分析了乐山餐饮老字号品牌存在的问题,提出了品牌的传承和创新、加强餐饮老字号品牌传播力度、品牌形象重构、强化品牌管理、品牌延伸等品牌建设对策.
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