企业换标是向所有的利益相关者宣布“我已不是原来的我”。因此,品牌更新或更换品牌标识,战略考虑要大于基于视觉识别层面的考虑。首先,企业在换标之前,要对消费者进行深入的市场调研,要充分分析目标消费者对于现有品牌的理解以及存在的问题,同时对于品牌的新战略变化和品牌内涵的更新要评估消费者接受的可能性和障碍所在。 Business change is announced to all stakeholders “I am not the original me ”. Therefore, the brand to update or replace the brand identity, strategic considerations should be greater than based on visual recognition level considerations. First of all, enterprises in the standard before the consumer to conduct in-depth market research, we must fully analyze the target consumer understanding of the existing brand and the existing problems, while the brand new strategic changes and brand content updates to assess the consumer The possibilities and obstacles that the person accepts.