The Research On Innovative Design Of Time-Honored Brand Image From The Perspective Of Cultural Continuity

By the drive of market economy and brand concept, the Time-Honored brand is not enough consummate, standardized and rigorous than the modern brand. And the traditional elements they retained make them seem quaint and heavy. So it’s hard to attract the attention of the new generation consumers. As we know, the connotation and characteristics which they remained plays an important part of the cultural development in the local region. Namely, they are the essence of Chinese National Culture. Although they have a backward and obsolete image, the insurmountable advantage and the irreplaceable historical cultural value which they have are much more than the modern brand. In order to take out the energy which accumulated by hundred years, something should be done to transfer the culture value into the market value.In the continuous of the Time-Honored Brand life, the brand is not immutable. The reminiscence plays a role of overall impression which could arouse consumers’nostalgic memories. Time-Honored Brand is a part of the culture and its existence means the continuous of the culture.The viewpoint of this research is forced on the cultural continuity of Time-Honored Brand. From the inner spirit, the external environment and brand extension terms, the critical elements of innovation design were analyzed to break the conservatism of the inherent image and the present state of outmoded. Firstly, with using the multifaceted combination of "new" and "old", the brand differentiation was created. Hence, the brand’s identity could be set up. Secondly, with the help of the emotional connection between the consumers and the brand, the base point between the tradition and the modern fashion was found out. Hence, a nostalgic style of Time-Honored brand would be built up. Again, with inserting the design and the expressiveness that combined static and dynamic, the variable design styles of Time-Honored Brand could be shown. Finally, with the principle of "people-oriented", the brand image of Time-Honored Brand could be really popular. By combining the modern design thoughts and design concept of excellent brands at home and abroad, the Time-Honored brand with cultural distinctive could be built. Hence, the theoretical and practical basis for the development of Time-Honored Brand could be provided.