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在当前激烈的市场竞争条件下,许多企业都无法回避品牌形象老化的现象。但是,单纯的标志更换不足以使企业品牌快速全面发展,我们需要探究的是在调换标志的同时企业应如何进一步地提升和完善自己原有的品牌形象。本文以劲霸男装品牌标志的确立及其后的三次换标为例,从标志的图形与换标手法变化的视角,探讨企业品牌形象的再设计的命题。
In the current fierce market competition, many companies are unable to avoid the phenomenon of brand image aging. However, simply changing the logo is not enough to make the rapid and comprehensive development of the corporate brand. What we need to explore is how enterprises should further enhance and improve their original brand image while exchanging the logo. In this paper, the establishment of the brand name of Righteous Ba men and the subsequent three renewal of a bid are taken as examples. The proposition of the redesign of the brand image of a company is discussed from the perspective of the change of the logo and change of standard.