民间工艺品“老字号”是指历史悠久的民间工艺产品名或品牌化产品。民间工艺品中的“老字号”可以说是品质精良、风格独特和信誉卓越的。许多消费者对传统民间工艺品有很深的情结。然而,如今的民间工艺品“老字号”存在着品牌形象陈旧、品牌定位模糊、品牌内涵缺乏创新等等问题。在对一些“老字号”的调查研究基础之上,本文试图提出一套切合实际的民间工艺“老字号”品牌再定位模式。 Folk crafts “old name ” refers to the long history of folk craft product name or brand name products. Folk crafts in the “old name ” can be said that quality, style and reputation of excellence. Many consumers have deep feelings about traditional folk handicrafts. However, today’s folk handicrafts “old name ” there is the brand image obsolete, brand positioning is blurred, the brand lack of innovation and so on. Based on the investigation of some old-timers, this paper tries to put forward a set of realistic folk craft “old-name ” brand relocation mode.