Time-honored Underwear Brand Based On Beand Rebuilding

In recent years,the aging problem of many ‘China time-honored brands’ has become very prominent.The brand lacks innovation ability,the customer stickiness gradually disappears,and the market share continues to shrink.In order to revitalize the old brand reigning in the market in the past,local governments have launched a series of support policies and provided various forms of development platforms,which have stimulated the market vitality of timehonored brands and set off a considerable ‘domestic products boom’ in the society.For China’s time-honored brands,this is a good opportunity for time-honored enterprises to cherish and grasp the brand effect again.In China’s underwear industry,there used to be a number of famous time-honored brands that were widely welcomed by the market.Under the increasingly fierce market economy environment of brand competition,these brands have insufficient development momentum due to their own historical reasons.The product homogeneity is serious,and the market performance is gradually declining.By using the methods of literature research,market research,cross research and case analysis,this topic takes time-honored brands in China’s underwear industry as the research object,and takes the representative Threegun brands among these brands as the main cases to carry out research on product innovation design based on the purpose of brand remodeling.First of all,this paper analyzes the era background of time-honored brands and the current situation of the underwear industry,and then explains the theoretical and practical significance,research content,methods and innovations of the research.Secondly,define the relevant concepts in the study and summarize and analyze the relevant theories of brand remodeling by reading relevant professional literature.The concepts of brand name,time-honored brand,China’s time-honored brand,underwear,underwear brand and China’s time-honored underwear brand were defined,the domestic and foreign brand rebranding research was sorted out,the content of the product-related rebranding theory was summarized,and the connection with design was built,in addition,the purpose of combining brand,product,and design and the significance of design based on theories related to brand rebranding were introduced.Again,analyze the situation of China’s time-honored underwear brand and its competitors.Take China’s time-honored underwear brand Threegun as a case study,through research and investigation and data collection,analyze the current situation of the brand value of Threegun,the competitive environment of the industry in which Threegun are located,compare and analyze the products of Threegun with the competing products,and summarize the problems of the current situation of the products and brands of Threegun.Finally,combining the relevant theoretical knowledge in the field of management and design,according to the combing of theories related to brand reshaping and the analysis of Threegun products and competing products,the innovative product design method of China’s time-honored underwear brand based on brand reshaping is proposed,which is launched from five aspects: excavating history,strengthening memory,focusing on matching,externalizing function and forming difference,and carries out design practice.Based on the aging problem of the old brand,this topic is guided by the research on this problem and the response strategies proposed by the relevant theories,and the design problem is viewed in a more macroscopic way of thinking,and the product innovation design method for t China’s time-honored underwear brand is proposed.