Research On Redesign Of Old Brand Image Under The View Of 'Product Reformation Logistics'

In today's fierce global brand competition,the number and variety of brands are numerous,and the old brand of China is facing many difficulties and challenges.Our country has many first-class Chinese old brands.Although these old brands have a certain degree of social identity and corresponding loyal consumers,they still face the problems of brand aging,poor brand risk resistance,and low emotional stickiness of consumers.These present situations show that the existing Chinese old brand has not created a local old brand which can reflect the distinct local personality.From the point of view of "product logistics form",this paper applies the philosophical viewpoint of "product logistics form",which is a kind of "nature-oriented creation",to the design thinking.The construction mode of "form" is used to show the decomposition of the additive form of "form","form" + "form" = "form" = "form" of tangible aesthetics of tangible logistics.The "shape" view of sex.The author puts this rule into the design procedure of old brand image redesign.Based on the scientific theoretical model,the cultural connotation of the old brand is reexamined.From three perspectives of consumer psychology and purchase behavior,brand cultural value and local regional characteristics,this paper reconstructs the development strategy of the old brand and redesigns the image of the old brand.To build a strong local brand image is not just to integrate traditional ideas and local elements into the modeling level,but to build a brand marketing system and brand communication strategy.Taking "Wantong",an old local brand in Xuzhou,as an example,and combining with domestic and foreign excellent brand redesign cases,this paper deeply analyzed the construction of "shape" embodied in these cases and "product logistics shape" concept.Finally,through the investigation of the current situation and consumers of Wantong soy sauce product line,the development of Wantong soy sauce brand life is systematically sorted out.From graphics,color,text,brand packaging "redesign" to brand sensory contact "redesign" and brand marketing "redesign",it is proved that "product logistics concept" has certain academic value to the construction law of shape.The practical value of design is expected to be further studied and perfected in the future.