Protective Measures for Space Environment of Time-honored Brands——With Xi'an City as a Study Case

Based on the field survey and analysis of representative traditional time-honored shops in Xi'an City,specific measures for protecting their space environment were put forward,and the sustainable preservation and development pattern of such intangible cultural heritages in the future urban development was established.

Research on Digital Marketing Intelligence Innovation of Guangzhou’s Time-Honored Brands in the Era of Big Data

Guangzhou’s time-honored brands are the image of Guangzhou City,the historical legacy of the cultural emblems of the millennium commercial capital,the bearer of the memory of“old Guangdong”over generations,and the legends inscribed in the vast era of history.It not only carries the rise and fall of the city,but also documents the awakening,rejuvenation,and development of these“gold-lettered signboards.”In this age of big data,it is not only the expectation of the older generation,but also the responsibility of the new generation to“polish”the gold-lettered signboards of time-honored brands.“Time-honored brands”have accumulated rich and priceless knowledge from their ancestors in the vast era of business history and have profound cultural legacy.The time-honored brands that have been handed down not only allow the new generation to experience and identify with the unbounded knowledge of ancient people,but also provide economic value that can ensure the survival of future generations.However,in the market tide,the development of time-honored brands is not easy;some have even vanished.Therefore,it is imperative to take action to safeguard the development of time-honored brands,helping them to revitalize and shine once again.This paper discusses the difficulties in the development of Guangzhou’s time-honored brands and provides relevant suggestions for digital intelligence marketing of these“brands.”

Reinvigorating Time-Honored Brands

The saying "behind every signboard,there is a legend" encapsulates the unique cultural and brand value of China’s time-honored brands.According to the Ministry of Commerce(MOFCOM),China is now home to 1,128 of these brands,which are defined as brands established before the founding of the People’s Republic of China in 1949.Many of these brands,which are hundreds of years old,have survived fierce competition over their long histories,and still offer products and services that are well received by customers.

Development Is A High Level Inheritance for China Time-honored Brand Products

As culture is the soul of a nation,the three books,＂History of Chinese Philosophy,＂＂History of Chinese Culture＂and＂History of Chinese Science and Technology＂have demonstrated the superiority of our great Chinese culture,and its significant impact in the field of international culture.Both core value and practical value of the Chinese culture are very clear,reflected in the views of universe,nature,life,health,disease,and therapy and related considerations,concepts,and technical methods.

From Family Business Management to Professional Management in a Time-Honored Brand： The Case of Fu Yuan Guan

This case describes the development process of Fu Yuan Guan, a Chinese time-honored brand. Through privatization, Fu Yuan Guan survived and rapidly captured its market. However, the family business management style proved to be a bottleneck during further expansion. There is a need to recruit qualified professional managers to improve the overall management of the firm but it seems there are challenges in doing so. This case describes the daily operationalization of this family firm together with the approach of top managers, with the purpose of exhibiting how its internal management is implemented.

Identifying Brand Consistency by Product Differentiation Using CNN

This paper presents a new method of using a convolutional neural network(CNN)in machine learning to identify brand consistency by product appearance variation.In Experiment 1,we collected fifty mouse devices from the past thirty-five years from a renowned company to build a dataset consisting of product pictures with pre-defined design features of their appearance and functions.Results show that it is a challenge to distinguish periods for the subtle evolution of themouse devices with such traditionalmethods as time series analysis and principal component analysis(PCA).In Experiment 2,we applied deep learning to predict the extent to which the product appearance variation ofmouse devices of various brands.The investigation collected 6,042 images ofmouse devices and divided theminto the Early Stage and the Late Stage.Results show the highest accuracy of 81.4%with the CNNmodel,and the evaluation score of brand style consistency is 0.36,implying that the brand consistency score converted by the CNN accuracy rate is not always perfect in the real world.The relationship between product appearance variation,brand style consistency,and evaluation score is beneficial for predicting new product styles and future product style roadmaps.In addition,the CNN heat maps highlight the critical areas of design features of different styles,providing alternative clues related to the blurred boundary.The study provides insights into practical problems for designers,manufacturers,and marketers in product design.It not only contributes to the scientific understanding of design development,but also provides industry professionals with practical tools and methods to improve the design process and maintain brand consistency.Designers can use these techniques to find features that influence brand style.Then,capture these features as innovative design elements and maintain core brand values.

Emotionally Resonant Branding: The Role of AI in Synthesising Dynamic Brand Images for Artists in the Music Industry

Artificial Intelligence (AI) expands its recognition rapidly through the past few years in the context of generating content dynamically, remarkably challenging the human creativity. This study aims to evaluate the efficacy of AI in enhancing personal branding for musicians, particularly in crafting brand images based on emotions received from the artist’s music will improve the audience perceptions regarding the artist’s brand. Study used a quantitative approach for the research, gathering primary data from the survey of 191 people—music lovers, musicians and music producers. The survey focuses on preferences, perceptions, and behaviours related to music consumption and artist branding. The study results demonstrate the awareness and understanding of AI’s role in personal branding within the music industry. Also, results indicate that such an adaptive approach enhances audience perceptions of the artist and strengthens emotional connections. Furthermore, over 50% of the participants indicated a desire to attend live events where an artist’s brand image adapts dynamically to their emotions. The study focuses on novel approaches in personal branding based on the interaction of AI-driven emotional data. In contrast to traditional branding concepts, this study indicates that AI can suggest dynamic and emotionally resonant brand identities for artists. The real time audience response gives proper guidance for the decision-making. This study enriches the knowledge of AI’s applicability to branding processes in the context of the music industry and opens the possibilities for additional advancements in building emotionally appealing brand identities.

Intensifying International Beauty Brands' Game against China

The way in which international beauty giants are laying out the Chinese market seems to be quietly changing.I have recently observed that the pace of foreign beauty giants launching self-developed patented ingredients and technologies is accelerating.In particular,a number of relevant achievements have been focused on the November 2023 China International Import Expo.Among them,new patented ingredients/technologies launched in the past year accounted for six cases.They include Shiseido’s Neomyone,Unilever’s Glutathione meta-technology,Amore Pacific's Fonoin,Estee Lauder's Sertiin Age Reversal Technology,Kose’s IPS cell research technology,and Procter&Gamble’s OLAY’s“Collagen Visualization”technology,etc..

Helping Chinese Brands Go Global

The activity organized by Navigator has enhanced Chinese enterprises’understanding of the strategy of brands going international.NAVIGATOR is a research institute built by the International Communication Committee(ICC)of the China Advertising Association devoted to assisting Chinese brands go international.Its first activity was held at Huawei's headquarters in Shenzhen,aimed at helping the internationalization of Chinese brands.

Regional Brand and High-quality Development of Fruits in Ethnic Areas of the Yangtze River Economic Belt under the Greater Food Approach

Establishing the Greater Food Approach and promoting the Yangtze River Economic Belt s national major regional development strategy can better support and serve the agricultural power and Chinese-style modernization.This paper introduces the characteristics of fruit industry in 16 autonomous prefectures and 47 autonomous counties under the jurisdiction of the Yangtze River Economic Belt.It studies the intellectual property resources of brand marks from the aspects of geographical indications,collective trademarks,certification trademarks,well-known trademarks in China and national design patents,and analyzes the main problems of brand and high-quality development of fruit industry in these ethnic autonomous areas.Finally,it puts forward some strategies,such as improving the protection of intellectual property rights of geographical indications,using intellectual property rights of brand signs,building modern seed industry upgrading project,drawing lessons from the experience of thousand villages demonstration project,ensuring that large-scale poverty does not occur,and building a diversified food supply system.

Research on the Chinese Translation of Brand Advertisements from the Perspective of Skopos Theory

This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustrate the research value of translating advertising slogans into Chinese.This research aims to help domestic consumers accurately understand the meaning of imported product advertisements and provide reference for the translation of domestic brand advertisements,thereby contributing to the development of national enterprises.

Brand Construction of Characteristic Agricultural Products in Ethnic Regions under the Background of Rural Revitalization:A Case Study of Honeysuckle Industry of Mashan County

The brand construction of agricultural products is a necessary path for agricultural development and an effective way to enhance the added value and market competitiveness of agricultural products.How to do a good job in building agricultural product brands under the background of rural revitalization?This paper takes the honeysuckle industry in Mashan County,Nanning as a case study for comprehensive analysis,forming a driving force for the high-quality development of characteristic agricultural industries.

A Study on the Influence of Patterned Logo Design on Brand Image-Focused on the Li Ning Brand

In today’s flood of information,people mainly rely on visual information to recognize brands.Pattern logo design is a representative brand image and directly affects consumers’brand impression and perception.The purpose of this study is to examine the characteristics of the Li Ning brand and the effect of pattern logo design on the brand image.Specifically,it is to provide practical guidelines for brand management and design by analyzing the effects on brand perception,emotional connection,and consumer behavior.For the scope of the study,seven brands are selected for analysis of famous brand cases at home and abroad.The research method is to design a patterned logo suitable for brand characteristics through literature review,empirical research,and detailed analysis of the overall style characteristics of the current Li Ning brand.The research content first analyzes the role of pattern logo design in terms of brand perception,brand perception,and brand sensitivity.Subsequently,the evolution and effect of the Li Ning brand in logo design are examined,and details are discussed in combination with the color and shape of the logo pattern.Finally,by presenting some suggestions and optimized design plans that fit the characteristics and trends of the Li Ning brand,the brand image and market competitiveness can be improved.According to the research results,first,the color,shape,and other factors of brand pattern logo design are closely related to brand image.Second,pattern logo design has a significant influence on consumer attitudes and purchase intentions.Third,consumers are more interested in the design of a patterned logo with high brand awareness.This study has a certain significance in that it reveals the mechanism by which pattern logo design affects brand image and provides useful ideas and suggestions for brand design and marketing.

Research on the Innovative Decisions of Supermarket Private Brands and Designated Manufacturers

One of the core competencies of a supermarket lies in its branding.With the continuous development of the market economy and the ongoing evolution of consumer demand,private brands have progressively emerged as significant contributors to supermarket growth.However,a pivotal developmental challenge for supermarkets is navigating the innovative decision-making process between private brands and designated manufacturers.This paper aims to investigate the innovative decisions between private brands and designated manufacturers,along with the relevant promotional strategies employed during entry into the United States market.

Application of Color Psychology in Korean Brand Identity Design-Etude House

The purpose of this analysis is to delve into the application of color psychology in the logo design of Korean cosmetic brands,using Etude House as an example for an exhaustive analysis.By examining the history of the Etude House brand,the evolution of the logo design,and the changes in color choices,we analyze the traditional concepts of color symbolism in Korean culture and the culture of color in contemporary society in order to reveal the important role of color in cosmetic brand image.Through an in-depth analysis of the use of color in Etude House’s brand identity,we further analyze the impact of color on consumer emotions and purchasing behavior,as well as the potential impact of brand identity changes on market performance.Finally,the conclusions of the analysis summarize the practical application of color psychology in Etude House’s brand logo design,suggest recommendations for other Korean cosmetic brands to draw upon in their logo design,and discuss future directions.

Expo 2020 Dubai’s Impact on the United Arab Emirates’Brand:A Quantitative Analysis About American and European Media Companies

Countries implement corporate communication initiatives to improve their international relations,achieve different business objectives,and reinforce their brands.Nation branding activities are mainly based on international events:sport,culture,social issues.This paper evaluates the Expo 2020 Dubai’s impact on the United Arab Emirates’brand.We conducted a literature review about nation branding,and then we resorted to 15 indicators to analyze how the most important newspapers from some of the most influential countries(United States,Russia,France,and Germany)covered this event from a journalistic and corporate communication perspective.Our results proved that 82 articles were published about this topic,and the most common criteria respected were quoting organizers(n=61),using the Expo’s logo(n=45)and the image of a falcon(n=43).We concluded that most media companies focused on facts related to the Expo and did references to the country’s identity(values,flag,falcon),but most of them did not include links to the Dubai Expo’s and UAE public authorities’websites.

Market Positioning Analysis of CJ Brand Fitness Equipment

CJ Health Technology Co.has been an export-oriented supplier of fitness equipment,boasting leading technology innovation and manufacturing capabilities.However,in the process of expanding into the domestic market,the challenges of unclear market positioning and lack of brand awareness have emerged as major obstacles.To address these issues,a SWOT analysis was conducted to explore a suitable market positioning strategy for the CJ brand.The analysis reveals that the market demand for commercial fitness equipment is relatively saturated,with fierce competition.In contrast,the home fitness market represents a new blue ocean with promising development opportunities for the CJ brand.Leveraging excellent product quality,stringent quality control measures,and innovation-driven cutting-edge technology,it is recommended that CJ brand fitness equipment target young customers aged between 25 and 35 years old.Additionally,vigorously developing the home fitness product line is proposed to capitalize on this burgeoning market segment.

Analysis of the Brand Visual Needs System from the Perspective of Contemporary Market Demands

Brand visual design is not only an essential bridge for companies to convey their ideas and values but also a key factor in shaping the brand image and enhancing market competitiveness.However,a pervasive concern has arisen in society that many recent graduates in brand design and visual design cannot immediately meet the demands of the design industry.Despite attempts by scholars to reform courses and teaching philosophies,there are still significant shortcomings and gaps.Therefore,based on market orientation and supply-demand concepts,this study collected in-depth recruitment demands for brand design from 74 companies and conducted systematic summarization and analysis.It synthesized a demand model consisting of three major modules and 55 content points required by companies for brand design students.Based on these demands,adjustments and plans were made to the curriculum content,aiming to construct a teaching system that not only meets market demands but also enhances students’comprehensive qualities.The goal is to cultivate more outstanding talents capable of quickly adapting to and excelling in brand design work.

Explore Regional Characteristics and Design to Enhance New Elements of Brand Packaging--Taking Moutai as an Example

Taking ethnic minority culture as the starting point,this paper explores the possibility of artistic expression of elements in different regions,and explores how regional brands can combine regional culture to create market effects and public preferences.Through field research,literature research,and market case comparison,the aesthetic symbols of different cultural and artistic forms of the Dong ethnic group are refined and expressed,and their application in the development of local brand design is explored.Artistic expression elements such as patterns,colors,and materials are extracted from the architectural culture,ethnic art,and daily food customs of the Dong ethnic group,and used in the design of regional wine products,deeply connecting regional culture and regional brands.In the design,we should pay attention to national characteristics and brand effects,and carry out the design from a multi-dimensional design perspective,which will help to enhance brand competitiveness and achieve a win-win situation under the long-term goal of promoting national self-confidence and inheriting the essence of national culture.

Conceptual Metaphor Analysis in Advertising Slogans about Coffee Brands

This paper delves into the strategic use of conceptual metaphors in advertising slogans for coffee brands,exploring how these linguistic devices influence consumer perception and brand appeal.By employing cognitive linguistic theories,this study categorizes eight global coffee brand slogans into five distinct metaphorical patterns,revealing the underlying conceptual mappings that enhance brand messaging.The analysis underscores the importance of metaphorical language in simplifying complex ideas,evoking emotional responses,and establishing a connection between the product and the consumer’s everyday experiences.This paper concludes that the judicious application of conceptual metaphors in advertising is a powerful tool for creating memorable and impactful slogans that resonate with the target audience.