视觉传播视域下老字号品牌形象激活策略研究
Research on Brand Image Activation Strategy of Old Brands under the Visual Communication Perspective

视觉传播视域下，文本信息和视觉呈现的全新转向为老字号品牌形象的重构与激活指出了新的传播方向。伴随着“图像消费时代”的空前繁荣和网络媒体的兴起，视觉符号传播在媒介融合中成为关键的传播要素。本文将从老字号的品牌符号价值进行解析，重新建构老字号品牌的视觉表征，进而对老字号品牌形象提出有效激活策略。老字号品牌形象激活离不开设计创新，视觉符号在彰显独特性和传播力的同时正在依托技术发展从不同角度对传播方式进行变革。从视觉符号、视觉表征与视觉呈现的基本概念和关系上对老字号品牌的必要性和策略方针进行研究，为老字号品牌形象设计提供更多参考性。
In the field of visual communication, the new turn of textual information and visual presentation has pointed out a new communication direction for the reconstruction and activation of brand image of old brands. Along with the unprecedented prosperity of the “image consumption era” and the rise of online media, visual symbol communication has become a key communication element in media integration. In this paper, we will analyze the brand symbolic value of old brands, reconstruct the visual representation of old brands, and then propose effective activation strategies for the brand image of old brands. The activation of brand image of old brands cannot be separated from design innovation, and visual symbols are changing the communication mode from different perspectives according to the development of technology while demonstrating the uniqueness and communication power. From the basic concepts and relationships of visual symbols, visual representations and visual presentations, we study the necessity and strategy of the brand of old brands to provide more references for the design of brand image of old brands.