The Study Of China's Time-Honored Brand Image

TIME-HONORED Brand has a long and famous history in China with its special traditional cultural character. Trademarks, slogans, legends, craft and architectures are parts of the excellent Chinese traditional culture. The brand itself is precious intangible assets. However, lot's of time-honored brands has suffered bankruptcy and fell into a dilemma which can't last for long under the impact of the present market economy. The survival and development of the time-honored brands causes people's attention. Based on the aspect of art design, the article uses the modern theory of identity to study the matter of the renovation of the time-honored brand. The author tries to turn the tremendous intangible value of time-honored brand into the top-ranking brand culture. The construction of the article is as follows: Firstly, it introduces the culture relic of time-honored brand in an old city—Ping Yao. Then it expatiates on the history of time-honored brand. It explores the definition and denotative meanings of the modern identity and identity image. Then the author analyses and sums up some resources about identity image. The author also uses semeiology and communication theories models to analyses the problem of the time-honored brand and raises some meanings to solve it. The author demonstrates his article by applying some typical examples.