Meanwhile, this paper sums up the general decision-making strategies of brand rejuvenation and discusses how to revitalize and prosper the Chinese old brands with BRM.

• 同时，归纳总结了品牌活化的一般决策方法，讨论如何把“品牌活化矩阵”用于中国老字号和老品牌的复苏和振兴。