Story-telling Communication And Rebranding Of Traditional Brands

Recently,the Chinese traditional brands,especially cosmetic brands represented by the SPDC,pay more and more attention to their brand re-shaping.Many of them take advantage of the new media to create a series of viral marketing events on social platforms,like the spread of video ads "The past and present of Liushen Florida water" and graphic ads "1931" etc.These ads,which have caused widespread attention and discussion,is bringing people's attention back from the foreign brands and re-informing young customers about the Chinese traditional brands.In this study,the emphasis is on text analysis of several successful story-telling ads from SPDC,Maxam and Liushen,three cosmetic brands originated in Shanghai,from the perspective of narratology and semiology.The characteristics of the ways of story-telling approach used by those brands are summarized,and the profound relationships among story-telling communication,city culture and the brand image of local traditional brands are investigated to provide knowledge for the rebuilding of more Chinese traditional brands.The study discovers three main reasons why these ads are popular with young people.First of all,use story-telling technique to convey appealing plots and rich information.Secondly,use post-modernist technique to incorporate online buzzwords into long-standing brand stories to attract audiences in novel way.Last but not least,utilize regional cultural characteristics to combine the brands with their birthplace--Shanghai's culture to establish brands association.And make the brands reborn.With a rich history and abundant natural resources,China has witnessed a myriad of classic brands grow and prosper on its land.Indebted to respective localization,these brands are seen as commercial symbols of different regional cultures,and their unique advertising and marketing have contributed to a variety of cultural interpretations.The re-branding of Chinese traditional brands that we are talking about,is a new,inspiring way that old,classic brands have adopted to revolutionize and recreate themselves.By selecting optimal media,telling impressive stories and sharing fun and love,lots of classic brands have managed to stage a comeback with the amplification of regional culture,expecting to bring Chinese tradition and values to the world in the high tide of globalization.