在数字经济浪潮的冲击下，传统餐饮行业面临着前所未有的挑战与机遇。众多传统品牌因其品牌意识淡薄、市场定位模糊及营销手段陈旧，在激烈的市场竞争中步履维艰。本文以成都本土品牌“周记串串”为单案例研究对象，综合运用深度访谈、参与式观察与问卷调查等质性-量化混合方法，对其品牌现状进行系统诊断，发现其品牌知名度低下、品牌意识薄弱与市场定位模糊是制约其可持续发展的关键痛点。基于此，文章在经典CBBE模型基础上融入数字情境变量，提出“数字品牌资产提升模型（DBEEM）”，并以之作为分析框架，为“周记串串”设计了一套“怀旧文化”定位下的品牌焕新策略体系：通过打造全渠道品牌认知、塑造丰富的品牌内涵、引导正面的品牌响应以及建立深度的品牌共鸣，实现品牌识别—内涵—响应—共鸣四阶跃迁。最后，对研究进行了总结，并提出了未来的展望。

Amid the transformative wave of the digital economy, the traditional restaurant industry faces unprecedented challenges and opportunities. Many legacy brands are struggling to survive in a fiercely competitive market due to weak brand awareness, ambiguous market positioning, and outdated marketing strategies. This paper conducts a single-case study on "Zhouji Chuan Chuan," an indigenous brand in Chengdu, employing a mixed-methods approach that combines in-depth interviews, participant observation, and questionnaire surveys. Through a systematic diagnosis of its brand status, the study identifies low brand salience, weak brand consciousness, and vague market positioning as the critical pain points hindering its sustainable development. Based on these findings, this paper proposes a "Digital Brand Equity Enhancement Model (DBEEM)" by integrating digital context variables into the classic Customer-Based Brand Equity (CBBE) model. Using the DBEEM as an analytical framework, a brand revitalization strategy system is designed for "Zhouji Chuan Chuan," centered on a "nostalgia culture" positioning. This system aims to achieve a four-stage leap from brand salience to meaning, response, and ultimately, resonance, by building omni-channel brand awareness, shaping rich brand meaning, guiding positive brand responses, and fostering deep brand resonance. Finally, the paper provides a conclusion and suggests directions for future research.