It is a stand in the process of Chinese economic boom, the time-honoredbrand inherits and promotes Chinese national traditional culture and crafts,marking the development of China’s industry and commerce. LaofengxiangCompany Limited is a famous Chinese jewelry brand and a century-old nationalbrand. However, in recent years, the company has experienced a seriousproblem of brand aging. Brand aging affects the brand’s authenticity andspread, hindering consumers’ perception of the brand’s objective authenticity,constructive authenticity and self-authenticity. Recognition, therefore, basedon previous research, this paper uses the theory of brand authenticity to studythe reshaping of Laofengxiang brand. Firstly, it sorts out the domestic andinternational research status of the old brand aging and brand activation,elaborates the brand long-term management theory and brand authenticitytheory, and introduces the history, the enterprise profile and the developmentof the brand, and analyzes the current situation by SWOT analysis. Secondly,it summarizes the phenomenon of the aging of Laofengxiang brand, andanalyzes the reasons of the brand aging according to the aging phenomenon,including: the lack of differentiation of brand image positioning; the lack offashion sense of brand image display environment design; the outdated products,the loss of customers; Less publicity; management is rigid. At last, from theperspective of brand authenticity, this paper puts forward the measures ofLao Fengxiang’s successful activation of the brand, clearing and excavatingthe elements of authenticity, promoting and disseminating the authenticityelements, and activating the consumers through the elements of authenticity, achieving the purpose of activating the brand, and thus can provide referencefor the activation of other similar brands.​