Author(s)

Lan Yang,Yuxuan Liu and Xu Zu

Corresponding Author

Xu Zu

Abstract

The official website of the brand is an important channel for increasing brand equity in the Internet environment.Based on the theory of information integration, this study evaluates the brand status of the official website of China time-honored brands by means of content analysis, divides China time-honored brand websites into three categories: high-branding, medium-branding and low-branding, and refines the characteristics of branding under the three categories.In order to enrich China time-honored brand characters rely on the official website to build a brand theory of theoretical basis and practical guidance.

Keywords

China time-honored brand; Official website; Branding