The Principles And Skills Of Changing Brand Logo In Brand Clothing Enterprises

In 1969, when Lao Fisher started Gap Clothing brand The brand is what the young people like. Fashion leisure Clothes soon became popular in the United States and soon entered the international market. Today, there are countless Gap fans in China. Although Gap clothing prices are not low, but by virtue of excellent quality and bring young people unique brand experience, in the world is a first-class clothing brand. It is such a master brand, but it has recently fallen on its own. When it changes the new brand LOGO, it falls heavily.

In October 2010, Gap suddenly released a new version on its official website. Brand identification It has replaced the old logo which has 20 years of history and is known and loved by consumers. But consumers do not approve of the new LOGO. In just a few hours after the website is released, there are countless consumers who question and oppose the new logo of Gap - low grade, vulgar, crude, not like clothing brand, and baffling. In the less than 30 hours, just on the social networking site Facebook, hundreds of thousands of people opposed Gap's new logo, and even immediately, consumers displayed their own Gap logo images on personal blog and micro-blog. Many of them were very professional and had many advocates. Others have launched websites to enable consumers to design and upload their own Gap brand image. Some people find that this is an excellent business opportunity, so a website is set up. The website has a software called "Gap identifier generator". As long as the reader enters the letter he wants in the window of the software, the software can automatically generate a personalized LOGO based on the Gap brand logo. The website even advertised: "why do we need to hire a costly company to reinvent LOGO for you? Enter the English letter you want, and get a Gap version of the new LOGO instantly!" and the website is full of popularity. The negative events of Gap have made a lot of clever speculators.

Aside from the aesthetic factors, a brand name that passes through many years or even has a long history will bring more feelings and memories to consumers. This kind of relationship with consumers should not be broken easily. Gap obviously acted too hastily this time. A brand logo should be like an enterprise's business strategy or even its business mission. It can not be changed easily. Only in the following three situations can we consider replacing the brand image:

1, when the old logo has serious differences with the times, politics, consumer cognition and so on, it may consider changing the bid. This means that the brand has been out of touch with the current society, market and consumers. For example, a country has abhorred pirates in recent years. A local outdoor goods company with pirate captain's image as LOGO turned LOGO into a brave mountaineer image. Although it costs a lot of publicity costs in the short term, and even consumers do not recognize it, it is wise in the long run.

2, when the old brand is seriously aging, you can consider replacing the brand logo. China's marketization is late, so the brands are very young, so it rarely involves the problem of brand aging. In Europe and other developed countries, such a situation is very common in the market. For example, an American jeans brand has left an impression on consumers that it is strong and durable, and is suitable for housewives. Although they are strong, they are very "mother's clothes". Decades later, the company needs to expand the market to meet the needs of more consumers in the new era, but the image of the brand has become old and can not keep up with the needs of the times. But the brand has a very wide reputation, and it is a great pity to give up the brand.

The enterprise has done a large-scale and in-depth market investigation, and has established a new brand logo. The new logo has been able to let consumers know that this strange brand is still the original brand, and has incorporated many fashionable elements to successfully replace the old brand youth.

3, when the old brand has a negative impact, it can also consider replacing the brand image. Such situations often occur when brands bring negative feelings to consumers. For example, a well-known brand of food has left a bad impression on consumers because of its food quality problems. Then, after adjusting the internal production and external management strategy, the enterprise skillfully adjusted the logo to make the new LOGO more approachable and at the same time emerging with a brand new image, suggesting consumers' rebirth of the brand.

In the above three cases, although we can consider changing the brand image, we should make full preparations before changing the label, otherwise it will be like Gap. The following five factors should be taken into consideration when changing the bid. Any consideration can lead to failure of the bid change operation.

1, the premise of changing the old target must be more appropriate, which can make up for the solution of the problem. That is to say, there is a better new logo that can solve the problem that the original logo can not solve. Otherwise, replacing the label is not only meaningless, but also takes huge risks. The new logo of Gap is obviously unable to bear the responsibility of a new logo. From the consumer's reaction, the new logo is clumsy and has no connection with the clothing brand, proving that the new logo can not become the best solution to replace the label. It is obviously inappropriate to launch it in such a situation.

2, the new logo must keep in touch with the old logo, at least let the consumers see who it was when they saw the new logo. It is reasonable to keep the old brand image in the minds of consumers, add some elements that meet the needs of consumers and emotional needs, so that it is not simply a replacement, but a systematic and scientific upgrading of the logo. Figuratively speaking, the brand new label is an old friend who has changed into a new dress, but not a single person.

3, before launching the new LOGO, we must do a good job of market research and find out the market situation. Although Gap has also conducted a similar questionnaire survey on Facebook, Facebook is a network platform facing the world. The scope is too large. If adverse effects are caused, the speed and consequences of spanmission will be very serious.

The correct approach should be to invite some representative consumers to participate in the forum to test and evaluate the feasibility of the new logo. The test range can be expanded after the initial small range test response is good. Even if it is a good reflection, it is believed that consumers will make some valuable suggestions and suggestions. In the process, new logo should have many improvements.

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4, brand image design can not be understood simply as a designer's job. If that happens, the result must be the achievement of art, but the market is lost. Can not be a designer designed the program, shareholders meeting, and even the boss looked at the right eye immediately cling to the board, a comprehensive promotion. Brand image design belongs to commercial art, and aesthetics should be regarded as practical aesthetics. Its characteristics and prerequisites are first of all to be practical. After satisfying this premise, we can only pursue beauty. In this way, the design team of brand identity is naturally involved by designers, marketing directors, marketing directors, and even business owners. In this way, a comprehensive thinking can lead to market recognition. It is doomed to fail simply by designing the aesthetic standards of the designer.

In China, enterprises are less aware of this kind of consciousness. Most companies are looking for a design company to design CI or VI for enterprises and brands, without considering the market factors, and listen to designers completely. Designers also don't ask about the market situation, and design them entirely from an aesthetic point of view. Look at the design report they made, which is very clear: how to be eye-catching and beautiful. However, in this way, the visual identification system designed to shut the door into the market is mostly not effective. The reason is that the beauty in the market environment must be based on practicality. This kind of beauty should come from the market and from consumers, otherwise it will be useless.

5, as mentioned earlier, replacing brand image seems simple, just a part of visual identification system, VI, but brand LOGO is a major business strategy, and it is a systematic marketing project.

With the change of logo, the marketing of enterprises should also keep pace with them. For example, a large scale of new logo collection activities can be launched before launching the new logo. On the one hand, a market survey is conducted, and consumers' opinions are solicited. It can not only replace a consumer favorite logo, but also be a good marketing opportunity at the same time. It can also explain the meaning and connotation of new logo after the launch of new logo.

I believe there must be a good reason for changing the logo. Why not tell consumers the reason? It's just a stiff way to inform consumers on the website. Brand is an emotion, a culture, and it is also necessary to use emotional and cultural means to change this emotion and culture.

Gap can not imagine that just changing the brand logo has aroused heated protests from consumers, and the media have been adding fuel to the flames. They have been concerned about and reported the "face changing" event of the brand. Under tremendous pressure, Gap has to helplessly withdraw the new version of the logo which has been published for only 4 days, and continue to use the old logo.

Although Gap has caused some damage to brand value because of the "change gate" event, the enterprise quickly reacts in a very short time after the mistake is found, replacing the new logo and restoring the old logo, so that the negative factors of the event are not spread.

It can be seen from this incident that careless and inappropriate replacement of the mark is no less negative than the failure of strategic decision making. Giving us deeper thinking is that in the Internet era, the right to speak of consumers has been fully liberated, which means that the rights of consumers have been substantially enlarged, and the speed of information spanmission has been greatly improved by the network. These two points will have a profound and tremendous impact on the operation of today's enterprises. If businessmen ignore these factors, they will inevitably be boycotted by consumers, such as Gap, or even a disaster of brand destruction. On the contrary, if we fully grasp the characteristics of today's consumer socialization, we can also make use of our efforts to spread the brand quickly.

Regardless of whether Gap is brave and innovative or self wallowing, Gap's "replacement door" has struck a warning bell for the current hot exchange of labels, at least when we want to change the bid.