EREK Brand Optimization Design Under The Background Of China-Chic

"ERKE " is a professional brand that manufactures sports and leisure equipment.With the rise of the "China-Chic" culture,domestic brands have begun to receive more and more attention and recognition,among which the sports brand "ERKE " has also become one of the focuses.This study aims to explore how to transform the momentary publicity enthusiasm into lasting brand value after the "ERKE " donation event.This article first conducts desktop research,market research,and case analysis on the current industry situation and domestic and foreign competitors of "ERKE ",and then obtains the characteristics and needs of the target users through user interviews and questionnaire surveys.Research has found that the brand positioning of "ERKE " is inaccurate,user viscosity is low,and marketing promotion is unreasonable.This thesis proposes that under the background of "China-Chic","ERKE " brand should be optimized from the following aspects:Optimization of brand logo design.Brand identity is the core of brand image,which can intuitively express the brand’s style and characteristics.At present,the brand logo of "ERKE " has been basically determined,but it can be optimized in terms of form,color,and font,which not only combines the modern sense of youth and fashion,but also enhances the traditional cultural atmosphere of the brand.Product Design Optimization.Products are the core competitiveness of a brand.Designers can seek inspiration from traditional Chinese culture,integrate cultural elements,and use this as a concept to create a product series.For example,designing shoes or clothing with patterns such as "dragon" and "phoenix" as the theme,or designing shoes or sportswear inspired by the four seasons and solar terms,all of which are expected to attract more consumers’ attention.Optimization of brand image creation.The image of a brand is an important component of brand reputation,which can be created by combining it with traditional Chinese culture.For example,creating a brand display area with Chinese elements as the theme,using lanterns,red decorations,and traditional Chinese furniture to create a traditional Chinese atmosphere.Dynamic posters combine Chinese cultural elements,such as traditional music and unique Chinese symbols,with product promotion to create a brand impression of high-quality domestic products.In a word,in the context of China-Chic,ERKE ’s brand optimization design needs to dig deeply into Chinese traditional cultural elements and integrate them into brand design,so as to enhance the aesthetic value and cultural meaning of the brand and better win consumers’ favor.