The Mainstream Brands Of Textile And Clothing Are Frequently Staged To Replace The Famous Dramas.

"Our leaders have not considered the issue of bid replacement, so there is no reason to change or not."

This is the real voice we heard in the interview.

In fact, domestic textiles

In recent years, mainstream brands have frequently staged major changes, and the best intention is to gain greater development space or international starting point.

However, in view of its far-reaching impact on the brand, changing the label can be said to be a tempting and risky business.

Ira Kalb, a marketing professor at the University of Southern California, believes that only in three situations should companies change LOGO: first, the image of the company has been destroyed; two, the basic business or direction of the company has changed; three, it is difficult for LOGO to copy itself, resulting in the disappearance of different printed products.

Taking this as a reference, some enterprises have succeeded in changing the bid, and the other part remains to be tested by time.

Is it necessary to change?

LOGO is small but matters about strategic decisions. Enterprises should be cautious.

A tempting and risky business.

The purpose of changing bid is to adjust the brand itself or adjust the consumer group when there is a big deviation between the actual consumer group and the target consumer group.

Lining made a brave attempt to change the bid in 2010, and its effect remains to be commented.

In 2010 or earlier, Li Ning Co found that there was an obvious problem in brands: the proportion of older people in the actual consumption group was not small.

The Li Ning Co launched a project called "ZIBA project" in the future of the relationship company, which positioned the target group of "Lining" brand as "the first generation of Chinese reform and opening-up creators" and was subsequently wrongly extracted as "post-90s Lining".

Li Ning Co hopes to make the brand image clear through brand remolding and consumer group adjustment.

The most effective and intuitive way is to change the bid, so in mid 2010, Lining launched the brand upgrading campaign with the replacement of the logo as the core.

Marked by visual symbols, such as marked, easily recognizable symbols, patterns, etc., is the external presentation of brand core, and is one of the most important carriers of brand equity and value. It is even a representative of a company's strength and public image.

It will be tempting and risky to have a huge and far-reaching impact on a brand and a company.

The influence is mainly reflected in the following three aspects.

One is to pass the brand new image, new idea, new strategy, and often follow the new product introduction.

As a strategic action of enterprises, replacement is generally prepared.

Compared with the European and American companies, the brand building of Chinese enterprises started late and the development process was short.

After 20~30 years of accumulation, many enterprises hope to upgrade and enhance the original "relatively thin" logo, and create a brand new image.

Because of many reasons, the impression of local brands in consumers' mind is generally low end and low technology content.

By hiring top design institutes or designers in the world and even in the world, we design atmospheric, eye-catching and beautiful signs to enhance brand image.

Logo is the most recognizable thing for consumers, while new ideas and new strategies are generally not easy for consumers to feel the change. It is a good strategy to convey new ideas and strategies through changing the logo.

In 2009, Citroen global label, the head of its China joint venture company, said that changing the label was just a form, and the most important measure to enhance the brand image was mainly the introduction of products.

The two is to keep the brand fresh, fashionable and keep pace with the times.

In fact, brand marks are not permanent.

With the development of society and the progress of the times, consumers' cognitive level and taste are constantly improving.

Logo needs to be updated regularly (long term) to cater to the changes of consumers' aesthetic and needs, and maintain brand freshness and vitality.

Three, there is a big risk to the brand and the company.

One of the risks is that the low recognition and recognition of the new logo require the company to invest heavily in the promotion of new logo.

Many enterprises have new and old designs, and new designs are not subversive.

Two of the risk, consumers do not recognize or accept. Once such a situation occurs, the sales of enterprises will be affected.

In the backdrop of the domestic sports industry downturn, Lining has been widely questioned because of declining performance.

It's just the tip of the iceberg for brand evolution.

Exchange criteria: whether applied to clothing, retail stores or clothing enterprises, the brand new Logo embodies the exquisite, solemn and fashionable external characteristics of Shan Shan brand, while integrity, chic, content oriented and healthy environmental lifestyle are the eternal essence of Shan Shan brand.

In the face of the important development stage of the system pformation, Shanshan Group should not only create a brand new forever, but also create an enterprise culture with rich connotation and establish a modern industrial group with intensive operation, market internationalization and capital socialization.

As Zheng Yonggang, chairman of Shanshan holding board, said, "today's Shan Shan is not only a brand promotion, but also a future competition focusing on corporate image and corporate culture.

The opening of the new logo will become a new strategic milestone in the history of the development of Chinese fir.

In a changing business environment, brands, especially brand labels, must change with the changing business environment.

That is to say, to survive, develop, grow and mature, a brand must be placed in a complex and ever-changing competitive environment, keep pace with changes in the market, make adjustments, corrections and upgrading in a timely manner, so as to make the brand logo always interact with the competitive environment and make progress together. This process is called "brand evolution".

In 2011, the 17 year old Chinese fir tree icon has changed like a child after entering adulthood.

The new characters and new icons blend to form a harmonious organism. The new character preserves the English FIRS of the cedar tree, and the font design returns to the orthodox spelling and the font is graceful and smooth.

On the basis of maintaining the original shape of the Chinese fir tree, the new icon is more stereoscopic and full of the 3D image.

The sublimation of the original blue and green tone highlights the eternal vitality and responsibility of the Chinese fir brand.

The 3D effect is full of details, texture and gloss, which makes the connotation of Shanshan brand more incisively and vividly.

The new icon is "green hills, green water, low carbon and environmental protection". It inherits Sugisugi Kazunuki's brand spirit and gives social responsibility in the new era. It shows the invariable temperament of fir following fashion and courage.

Green not only shows the vitality and vitality of Shan Shan, but also reflects the advocacy of low carbon, environmental protection and healthy lifestyle today.

In the middle of the icon, a S arc, like a flowing dragon, is like a huge dragon rising. It is simple and natural. It adds fashionable colors to the fir.

The adjustment, optimization and upgrading of brand logo is only the tip of the iceberg of "brand evolution", and the evolution of brand logo is always a dynamic process of continuous development. Opportunities and challenges, success and failure, harmony and conflict, prosperity and decline will inevitably take place, and will become history at the same time without breaking down the history of enterprise and creating brand history.

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From Pinyin to exclusive English?

The intention of changing bid is that the new "TEDELON" is also endowed with the inner meaning of "responsibility, atmosphere, internationalization and fashion".

Today, the performance of Tai Zi Long's single store has increased rapidly, which fully reflects the foresight of the management team and the unique view of brand building.

In the 90s of last century, the men's wear brand of Tai Zi Long was attracted by the market since its birth. Its business is more prosperous than it imagined. From customers to pick up money and pick up goods, it has been almost overnight.

However, with the rapid development of society and economy, the competition environment of the industry is becoming increasingly fierce.

In order to occupy a leading position in the competitive market and satisfy consumers' increasingly fastidious taste, Wang Peihuo, chairman of the board of directors, has decided to carry out the brand revolution. The first thing to do is to change the label. The old taizilong logo with strong regional color is obviously not in line with the brand image of the prince.

The idea raises the question of customers and the market: should such a familiar brand LOGO, store image, product style and so on be changed? Is it too risky? Will the performance be affected? The opposition and criticism from all sides linger on, and the wait-and-see atmosphere in the terminal market will become increasingly strong.

However, since the date of its birth, it has regarded the Centennial brand of enterprises as a goal of struggle. After expanding the scale of production, the extension of multiple industries and the reorganization of the group industry, it is imperative to march towards internationalization.

Tai Zilong's "changing bid" carries the double responsibilities of brand connotation and extension: first, the original brand connotation and visual image can not cover the new business scope; if we want to successfully launch new business, we need to enhance the brand image and connotation; two, the original brand image can not keep pace with the change of consumer demand, and enterprises have to upgrade the brand image and connotation.

After two years of full preparation, in July 2008, Prince Tai Lung announced to the outside world that the old logo "taizilong" was replaced by the brand new "TEDELON" for 13 years.

The new standard "TEDELON" is taken from the homophonic pronunciation of "Tai Zi Long". This word does not exist in the Central Plains of the English language. It belongs to Tai Zi long. These changes can give people a sense of beauty and convey the infinite Association of the brand, which is also a prerequisite for creating an international brand.

Compared with the old logo, the "TEDELON" brand new LOGO is more dynamic, more concise, more modern, more fashionable and more three-dimensional, and can further pfer the image of Tai Zi long.

Through the important event of "changing bid", Tai Zi lung unified the brand image, repositioned the corporate image, and began to practice the new development strategy.

The new "TEDELON" is also endowed with the inner meaning of "responsibility, atmosphere, internationalization and fashion".

The TEDELON WHITE just launched this year is a new brand created on the basis of the original "TEDELON".

Looking back on the successful replacement of Tai Zi long, its starting point and original move are just the first step in the innovation and pformation of enterprises. More changes are actually in the deep pformation of innovation in the 4 years after the bid change.

Because of the brand revolution and strategic adjustment, the brand of Tai Zi Long came to the fore in the wave of garment industry pformation and brand upgrading, and gained the first opportunity in the new round of brand competition.

The blue Waltz of "goodness and water"

The purpose of changing the logo is not only to change the color of a new logo, but also to enhance the overall image, cultural taste, brand connotation and spirit of the company.

Shandong Binzhou Huafang Limited by Share Ltd was listed on the Shanghai stock exchange in September 2001 not long ago, that is, through research and planning, the standard mark and its connotations of enterprises were determined.

At that time, the logo adopted was circular, with four soft curl and white inlay, and the color was green.

It should be said that this logo is the embodiment of the brand strategy of Hua textile company. The elements of the logo are clear and have certain personality characteristics.

After nearly 9 years of development and evolution, it is not perfect to look at it from the perspective of strategy and internationalization from the perspective of development, because the company has undergone great changes in terms of business philosophy, cultural taste, image building and vision goals.

In March 2010, when the company identified itself as "the founder of high quality textiles", it fully absorbed all opinions and made timely improvements to the logo.

After modification and improvement, the overall graphics remain the same, but their colors are changed from green to more profound and rich blue (color number: PANTONE 2738C C100 M80 YO KO).

The consummation of the logo follows the following principles: first, integrity, cooperation and communication; two, science and technology, reason and thinking; three, friendship, broadness and tolerance; and four, stability, harmony and sustainable development.

This symbol has played a positive role in enriching the company's image and enhancing the memory of the audience's image of the company.

Including customers, it is generally believed that this improvement is not only a sign of a simple color change, but China textile company's efforts to enhance the overall image of the enterprise, cultural taste, brand connotation and spirit of the embodiment of ideas.

After more than two years of implementation and inspection, Wang Limin, chairman and general manager of Huafang company, put forward the idea of creating a solid and thick corporate culture, which has gained more and more understanding and recognition from all sides.

Nowadays, for the Chinese textile people, this rounded symbol carries their inner beliefs and ideals.