Importance of Logo and Packaging for Brand Remodeling

Abstract

 After some old brands of Chinese products have been reborn successfully, the secret of their brand reconstruction has been explored. Their main remolding focus will be on brand identity and brand packaging. The study reveals what's important and what's not or what's missing for brand reinvention. Through the use of questionnaires and in-depth study of related brand remodeling cases and the collection of relevant literature, this paper conducts a detailed investigation. Through the cognition of the brand, the view of the old brand, how to reshape the brand and other related issues to carry out a questionnaire survey. The results show that the strong emotion for the old brand is the direction of the people, and the importance of the innovation of logo and packaging is also unanimously recognized. Research related cases of brand reconstruction, such as "the prosperity of tea", "the rebirth of baiqueling", "the transformation of Shuangmei", etc., they are showing the importance of logo and packaging for brand reconstruction and the necessity of innovative spirit with the times. This paper collects the cognition of many scholars on brand remodeling. They argue that brand identification and packaging can be compared to a person's appearance and clothing, which are the most intuitive visual experience for consumers at first sight. Therefore, it is very important to make a good first impression; the only rule to keep a brand alive and keep its competitive advantage is the concept of innovation. There are many influencing factors of brand remodeling, but the most important is the innovation and remodeling of logo and packaging. These two are the most straightforward and obvious transformation and upgrading.