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品牌形象的现代重塑就是围绕着新的企业理念进行的改革设计,企业标志的更新是品牌形象提升的外在表现。本文以企业换标现象为切入点,并结合湖南老字号品牌经营现状,分析了老字号换标的本质原因,论述了老字号企业换标的核心价值是企业品牌视觉形象和品牌发展策略的从外到内的改变,并举证省内外老字号换标的成功案例,试图为湖南老字号企业的现代重塑带来启示。
The modern reshaping of the brand image is the reform and design around the new corporate philosophy. The updating of the corporate logo is the external manifestation of the enhancement of the brand image. In this paper, the phenomenon of enterprise change for the entry point, combined with the status of the old brands in Hunan, the analysis of the nature of the reasons for the old change of label, discusses the core value of the old brand name change is the brand image of the brand and brand development strategy from outside to inside changes , And prove the success stories of the old and the new ones inside and outside the province, trying to bring enlightenment to the modern remodeling of old-timed enterprises in Hunan Province.