Research On The Brand Image Of Time-honored Chain Stores Based On The Concept Of Cultural Protection And Inheritanc

With the rapid development of the social economy and changes in market consumer entities and consumption concepts,a large number of emerging brands stand out with hot products and fancy marketing.In contrast,a group of time-honored brands appear to be lagging behind in the market situation of rapid content updates and iterations.Dingfengzhen Brand Chain Store is currently a municipal cultural relic protection unit in Changchun City and has been rated as a "provincial-level intangible cultural heritage".Its brand culture has a broad mass foundation among Changchun citizens due to its historical and unique nature.Dingfengzhen brand strives to explore and keep up with the times,hoping to occupy a place in the same category of market,but still shows difficulty.Therefore,in order to help time-honored brands regain vitality and vitality,expand the market with the brand,and create an image with culture,it is urgent to update and design them.However,how to protect and inherit traditional culture while breaking the outdated conventions of time-honored brands,sprouting new business chain models,improving brand image,and promoting innovation and marketing is a problem worth in-depth research.The article takes the Dingfengzhen brand in Changchun City as the research object,and from the perspective of cultural protection and inheritance concepts,on the basis of protecting the material cultural heritage of the old brand,activates the brand image of the old brand,and highlights the characteristics of the Dingfengzhen brand.Through investigation and analysis of the historical background and survival status of the Dingfengzhen brand chain store,and comparison with well-known century old enterprise brands that have successfully transformed at home and abroad,the analysis shows that Dingfengzhen brand chain store has problems such as product aging,image rigidity,service decline,as well as vague brand positioning and weak store marketing,especially in the young main consumer group,which is not highly accepted,Unable to meet the expectations of the era’s development and consumption upgrading.The author proposes new ideas to empower the design from aspects such as brand visual identification image,brand product packaging image,brand chain store spatial image,and brand digital communication,and conducts design practice and application on the brand image of Dingfengzhen brand chain store.The article uses Dingfengzhen brand chain store as the carrier to update and design the brand image,promote the resource linkage between the old brand and culture,create chain style,immersive,interactive,and experiential new consumption scenarios,focus on design and culture,and address both the root cause and root cause of the old brand inheritance system,attempting to provide some thinking dimensions and reference value for the activation of relevant old brand.