Research On Old Brand Activation Design Under Gamification Thinking

In April 2006,the Ministry of Commerce of the People’s Republic of China launched the "Project to Revitalize Old Brands",and in the same year and in 2011,it was recognized as a "China Time-honored Brand" twice.Old brands are an important carrier to show Chinese elements and cultural self-confidence,and they are also the "living fossils" of history.However,due to problems such as insufficient international influence and outdated marketing methods,their development is difficult,and the problem of brand aging is becoming more and more serious,resulting in old brands in the brand.Lag and disconnection in image,product packaging,terminal sales,etc.In the era of experience economy,the value of gamification thinking has become increasingly prominent,and its strong driving force,interaction,narrative and other characteristics can effectively stimulate the vitality and potential of old brands and bring them back to life.Therefore,it is imperative to intervene in the research on activation and innovation of old brands by means of gamification thinking.The article takes the gamification perspective as the starting point,aiming at the pain points of the aging of old brand thinking,seeking a breakthrough in activating innovation,and exploring the value of gamification thinking to the activation and innovation of old brands.First of all,using the combination of literature research method and interdisciplinary research method,the core concept and value of gamification thinking and brand activation principle are clarified.Secondly,based on the exploration of the psychological theory and design method of gamification thinking,the gamification mechanism that enhances the internal and external motivation and core driving force of users is summarized,and the reasons for viscosity formation are related to the performance layer and the experience layer.2.Conduct layer-by-layer analysis at the strategic layer,extract gamification elements that can be applied to brand activation from the presentation layer,create a flow state in the brand interaction process from the experience layer,and then cultivate user habits from the strategic layer and form a brand dependence.,on this basis,derive a gamification mechanism model that enhances brand stickiness;furthermore,according to the derived model,decompose the old brand’s five major design forms: theme,emotion,immersion,interaction,and achievement.At the same time,through the analysis of specific cases,it exemplifies the application effect of gamification characteristics and driving forces in old brands;finally,combined with the previous theoretical research and the morphological analysis of old brands,the commonality contained in them is found.,followed by the insight into the material needs,emotional needs,and innovation needs of the target consumer groups,as well as the in-depth exploration of the brand’s core culture and value proposition,and put forward the concept of gamification innovation design for old brands,specifically from reconstructing thematic narratives and shaping emotions.From the aspects of expressing,building an immersive experience,focusing on interactive marketing,and creating an achievement-oriented path,the old brand has strong interaction,experience,fun,theme and other gamification characteristics,so as to highlight the youth,modernization and difference.Old-fashioned brand personality.The application of gamification thinking can effectively enhance consumers’ sense of participation and satisfaction in the process of brand experience,reconstruct the relationship between old brands and consumers,reshape the image of old brands,increase brand viscosity and user retention rate,and reverse the audience’s perception of it.The traditional and conservative stereotype of the old brand gives the old brand new vitality,polishes the "golden letter" signboard of the old brand,and provides a valuable reference for the activation of Chinese brands.However,the activation and innovation of old brands is a process that keeps pace with the times,so this research has certain limitations.The author will continue to improve it according to the actual situation to find the best way to activate old brands.