On Brand Re-positioning Of Zhuxianzhen Woodcut Printed New Year Picture

Brand re-positioning, which is to re-position the brands, aims at getting the brands out of the predicament and rejuvenating them. It is not totally in the negative to the original positioning, but the sublation and sublimation of it. Commonly, brands need re-positioning in case of marketing situation shifting, incorrect old brand positioning, old brand image, and consuming changes etc.Zhuxianzhen Woodcut Printed New Year Picture, which originated from the Northern Song and thrived in Ming and Qing dynasty, was known as a root of Chinese folk New Year Pictures. Its emergence and development have a close relationship with the developed society, economy, science and technology and convenient transport in that time. The time honored brand, indigenous to the central plain area of china, once was its armor and attacker. However, the valuable brand was partially devalued with time, its original function of differentiation and protection is gradually fading yet. If we want to seek the way forth for it, we have to change properly and innovate considering its attribution, shifting of market and competition, and re-position the brand. Therefore, considering reality of the local area, as well as collecting data from different regions and consumer groups, the thesis mean developing a comprehensive brand re-positioning model.At first, the thesis analyzed the value of Zhuxianzhen Woodcut Printed New Year Picture from the angle of history, culture and craftsmanship. Then, it researched the customers in the dimensions of related consuming trend and customers' segmentation, identified the main competitors of it by the clue of customer and product-use. Through analyzing three main competitors, the thesis explained the necessity of re-positioning of the brand. The thesis defined hypothesis of the brand poisoning and brand value profiler by analyzing the brand composition, targeting the consumers and positioning the product. Finally, the thesis discussed the tactics of its brand visual identity system and its brand communication, and some inspection methods of branding implementation.