An Exploration On Innovation Models Of Chinese Old Brand Image Design

Old brands are the witnesses of China economic development, they embody the cultural characteristics and history of our country.Their humanistic values and economic values for us is immeasurable.However, with the changing times and the continued economy growth, on macroscopical, the market share of old brand gradually declines,and they are experiencing the impact from foreign brands and new domestic brands.From microcosmic view, each old brands are facing predicaments of their development.In such a case, a lot of old brands trying to save themselves, but with little success. One important factor is the images of old brands do not catch the times.Therefore, the innovative design of old brand image becomes good study topic,effective innovation models also have a more practical significance for the innovative behavior of old brand.Innovation design for old brand’s image is integrating its brand culture in the context of a new era, with full respect for the original brand culture and development vein and integrate into new concepts and new ideas.Furthermore,packaging and remodeling the image of old brand around the core culture.In this paper,rely on existing theoretical research results, the author sum up the innovation model for old brand image design into four:’extending innovation model’,’subversion innovation model’,’reverse innovation model’and’integrated innovation model’.The author discusses the using conditions, methods, the pros and cons of the four models, and whether the four apply to the old brand image innovation design. Relying on the background of design theory, combining marketing, psychology, etc., the author also focuses on the affiliation between "visual brand image" and "brand image", as well as the necessity of the old brand’s visual image’s re-design.Finally, the author will choose a suitable innovation model to be the theoretical guidance for the visual image innovation design of ’XIAO SU ZHOU’, this is a Nanjing pastry brand with’China’s time-honored brand’ certification, and then further proving the feasibility and applicability of theoretical results in this paper.