老字号创新是实践营销界和理论界一直关注的内容,本文在基于老字号品牌个性维度的基础上结合实证分析,对老字号各品牌个性是否能对消费者产生品牌个性感知和个性认同进行研究并挖掘创新因素。研究发现,“产品质朴”及“品牌古朴”对消费者的个性认同起到消极影响作用,文章对这两大个性提出创新相应创新模式,为老字号有针对性的改善自身提供了参考 Based on the personality dimension of the old brands, this article combines the positive analysis with the empirical analysis to find out whether the brand personality of the old brand can research the brand identity and individual identity of the consumers and excavate the innovation factor. The study found that “simple product” and “simple brand” play a negative influence on consumers’ personal identity. The article proposes innovative corresponding innovation models for these two individualities and provides them with time-honored and targeted improvement reference