Abstract: Time-honored brands are the crystallization of the development of Chinese culture in the process of historical development that carry profound industrial and commercial value. As the birthplace of Confucian culture, time-honored brands of Shandong Province reflect the craftsmanship spirit of local merchants under the influence of Confucian culture and the management concept of honesty and trustworthiness. As most of these brands belong to the catering industry, they are also the important carrier and precious heritage of Shandong food culture that hold the beautiful memories of Shandong people. Taking Jufengde, a time-honored catering brand in Jinan, Shandong Province as an example, this paper first analyzes the problems existing in the development of such brands before suggesting measures regarding their protection, inheritance, innovation and development to realize their eventual rejuvenation.

Key words: time-honored brand in Shandong, catering brand, food culture, Jufengde