Study on the Emotional Communication of Old National Product Brands--Taking the Bee & Flower Out of Circle Phenomenon as an Example

Old national brands face challenges of market aging despite cultural resurgence. Using a literature review and case study approach, this paper highlights the role of emotional communication in increasing brand loyalty and exposure through a study of the Bee & Flower out of the Circle case. At the same time, this paper also provides a reference path of emotional communication for other long-established national brands.