基于“修旧如旧”理念的老字号品牌价值重塑研究

The Remolding of Time-honored Brand Value Based on the Concept of “Repairing the Old as the Old”

中文关键词: 品牌  老字号  文脉  重塑

英文关键词: brand  time-honored  context  rebranding

中文摘要:

      目的 在当今时代背景下，研究富有地域特色的老字号品牌的文化和市场价值，探寻品牌视觉形象重塑设计的理念和方法。方法 针对老字号品牌普遍存在的形象趋同化、文化价值不清晰、市场目标不明确的现状进行了探讨，提出了回归老字号品牌文脉体系研究，深入发掘并通过设计再现与品牌文脉相关的人文、社会、历史方面的文化价值，即“修旧如旧”的设计理念，并结合设计项目——武汉“老通城”品牌视觉重塑，对相关理念进行了阐述。结论 通过设计案例反馈的实际市场效果，充分论证了深入发掘品牌文脉，进行品牌重塑是创造老字号品牌个性化新价值的重要途径，只有“修旧如旧”方能通过差异性凸显品牌的核心文化价值，有助于品牌在市场中找准定位，同时兼容时代风格，实现老字号品牌的再生。

英文摘要:

      The work aims to study the cultural and market values of time-honored brands with regional characteristics in the context of today's era, and explore the concept and method of brand visual image remodeling design. The present situation of general assimilation, unclear cultural value and undefined market target in view of the time-honored brand image was discussed to put forward the return to the time-honored brand context system research, and in-depth excavation and reproduction of cultural values in terms of the humanities, society and history related to the brand context through design, i.e. the design concept of “repairing the old as the old”. Moreover, combined with the design project — design case of visual image remodeling of Lao Tong Cheng brand, the related concepts were expounded. The actual market effects fed back by the design case fully demonstrate that, the in-depth excavation of brand context and brand remodeling are the important way to create new personalized values of time-honored brands. Only by “repairing the old as the old” can the core cultural values be highlighted through differences, and the brands find accurate positioning in the market and be compatible with the style of the age to achieve the regeneration of the time-honored brands.