The Study Of Yunnan's Time-honored Brand FULIN TANG Image Upgrade

Yunnan's Time-Honored Brand,as an important part of urban memory,development and intangible cultural heritage,is Yunnan's invaluable intangible asset.In the increasingly fierce competition in product branding,"foreign brand" and the emerging rise of emerging new brands are take a large number of China's influx market today.In the past,Yunnan's Time-Honored Brand has the booming business,the customers were all over their heads,and the aura of their heads hung over,but after hundreds years,some are full of vigor and vitality while others are eclipsed by old times and some even start to disappear from the old list.Formerly known as the traditional Chinese medicine culture in Yunnan Time-Honored Brand "Fulin Tang" is a typical representative of this phenomenon.In this paper,the author's visual communication design professional as the starting point to the old brand image of Yunnan as the research object.First of all,the paper introduces the concept of the old brand,the old brand of China and the old brand of Yunnan,and elaborates the status of the old brand in Yunnan and the reason of the recession.Secondly,it discusses the status of the brand image of the Fulin Tang and the importance of the design and the comparison with the success stories of the old brands at home and abroad.Finally,propose to upgrade the design motivation,philosophy,principles,methods,measures.Based on the image design of the old brand of "Fulin Tang" in Yunnan Province and the brand image theory and academic literature as the argument,this paper combines the existing design image of the old brand "Fulin Tang" in Yunnan Province from the visual communication design professional perspective.Series of brand image design exposition,such as,logo image,advertising image,packaging image upgrade design,design to meet the needs of today's brand development image.The research on the upgrading of the old brand name "Fulin Tang" in Yunnan is not only conducive to inheriting the old brands in Yunnan,protecting the unique Chinese medicine culture in Yunnan,but also helping to rebuild the brand image of "Fulin Tang" and realize the rejuvenation of the brand image."Fulin Tang" brand image of the aging,weakening the status of the consumer group for the development of the brand into the vitality and motivation to promote brand rejuvenation,to rebuild the past brilliant performance,reshape the new brand image to attract more consumers,to achieve happiness Lin Tang brand revival lay the foundation of academic theory.In the process of writing the essay,through the methods of literature research,vertical comparison,case study and illustration,based on the field research,data access,collecting a large amount of literature,historical pictures and video materials,Brand status of "Fulin Tang" image analysis of its brand image of the existing problems,summarizes the old brand in Yunnan,"Fulin Tang" image upgrade design motivation,philosophy,principles,methods,measures and so on.Through the brand image of the upgrade design,aimed at improving the current status of the brand image of aging,brand new vitality and motivation.