从“上海双妹”的“复活”看品牌再设计

On Brand Redesign from the Resurrection of "Shanghai VIVE"

2010年,上海家化以"双妹Shanghai VIVE"的新名称,重新推出了诞生于百年前的中国化妆品品牌。通过对原有品牌定位、品牌形象的再设计,新"双妹"不仅继承了原有的历史渊源和文化根基,并且被赋予了一种兼具上海名媛和新都会女性精神的文化气质,并向着"中国第一个高端时尚跨界品牌"的目标方向迈进。文章通过研究"双妹"的品牌再设计行为,旨在探讨"品牌再设计"对于建设强势品牌的优势和重要性。

2010,Jahwa has launched a cosmetics brand 'Shanghai VIVE',who bored a hundred years ago and was named 'Shuang Mei'.Through the redesign about the brand positioning and brand image,not only has 'Shanghai VIVE' inherited the history and cultural roots of the old brand,but also has it created aristocratic temperament and new female images for the new brand.Shanghai VIVE's target is becoming 'the first top fashion cross-border brand'.This paper through the research of the 'Shanghai VIVE' and her brand redesign,aims at discussing the advantages and importance of the brand redesign for building Strong Brands.