Gao Bang brand LOGO to change the Deputy General Analytical psychological process

A few days ago, the 2006 China International Clothing & Accessories Expo was unveiled. In a flowery costume sea, people noticed a familiar and unfamiliar brand—KOBRON Gaobang. At this time, Gao Bang's LOGO has changed from a simple blue background to a vivid 9-color “K” logo. On this side, the huge advertising image of its spokesperson Jolin Tsai is as if to declare to people: High State has changed

In today's China, there are many casual wear companies, but there are only a few casual wear companies that can develop in a highly competitive market for 10 years. Since the founding of Gaobang in 1996, it has introduced advanced “virtual management” at the time of its creation. It has developed hundreds of specialty stores throughout the country. In 2005, the company’s sales amounted to 750 million yuan. Why does such a company need to replace the logo that has been used for nearly 10 years when the 10th anniversary comes? Is it chasing the trend? Or what else?

Cai Yin, vice president of Gaobang Group, believes that the replacement of brand identity by enterprises is not a child's play, especially the replacement of a brand that has been used for 10 years and has a very good reputation. Gao Bang's bid change is not blindly chasing the trend. Behind it, the competition in the casual wear market is becoming more and more severe. What emerges from this is the clearer corporate strategy adjustment and brand positioning. This adjustment is based on the analysis of the company's external environment and internal conditions of the company. It is an overall long-term plan.

Cai Yin said that in the mid-90s of last century, the Chinese casual wear industry was generally booming, and Gaobang was born in Wenzhou in that era. In 1996, when Gao Bang was founded, he put forward the corporate philosophy of "High Quality Construction, Famous Brand Rejuvenation". This concept runs through the development process of Gao Bang for 10 years. Gobang has developed from a small business to a leader in the casual wear industry in China. The company has more than 500 stores and has sales of 750 million yuan in 2005.

Cai Yin believes that Gao Bang's understanding of "high-quality construction, brand rejuvenation" was more emphasis on "quality" 10 years ago. During the development of Gaobang for 10 years, companies focused more on the quality of product development and production. . After Gobang’s implementation of quality, the quality of the products has exceeded the national standards and reached international standards. Gaobang was awarded the "National Quality Standard First Class Product" and was awarded the honorary title of China Top Brand Product, National Quality Exempt Inspection Product, National Standard First Class, Shanghai Top Brand Product, Zhejiang Famous Brand Product, etc.

Cai Yin pointed out that for quality paranoia, Gao Bang has neglected the construction of the brand for some time. Consumers faced by Gao Bang at this stage need to show their individuality and pursuit through clothing brands.

Cai Yin said that after the consumer survey, he also found that Gao Bang's original blue-and-white logo was too simple and low-key. It no longer meets the aesthetic pursuit of most young people in modern times. Consumers are undergoing changes. Gao Bang must deal with them. Changes in demand generate enough attention.

Cai Yin said that it is not too late to make up for the dead sheep. Initiate a brand promotion strategy in an all-round way, and the brand will be completely replaced after nearly 10 years of use. In 2005, Gao Bang's new logo was released hotly—a colorful 9-color LOGO made up of colorful patches. Youth jumped and captured the eye. The large red color, which is the standard substrate for identification, conveys the passion of the brand to people. Once the Gaobang new logo was introduced, it was well received by consumers. Some consumers suggested that Gao Bang make 9-color logos into exquisite trinkets to wear on them.

Cai Yin pointed out that Gao Bang expects to use this logo to interpret the original simple dress into a concept of entertainment and lifestyle. The 9-color logo makes the brand closely associated with colorful colors. Gobang uses colors to interpret different personalities and uses colors to allow young people to express their unique ideas, active independent life attitudes and life attitudes. The colors convey the flourishing temperament of Gaobang Enterprises. At the same time, Gao Bang also put forward a new slogan - "Clothing is excellent," and elaborated on the brand image and philosophy.

Cai Yin said that after Gao Bang changed his image of VI, he did not forget to make radical changes to the terminal. Gao Bang not only invested huge sums of money to implement the VI image to the terminal, and quickly launched a flagship store strategy nationwide. In October 2005, Gao Bang attacked again and formally announced that Jolin Tsai was appointed as the spokesperson for Gao Bang.

Cai Yin believes that one of the criteria for the success of a company's bid change is the acceptance and recognition of consumers and partners for the new logo, and whether the new brand can inherit the influence and popularity of the old brand. Facts have proved that a series of brand offensives by Gao Bang has made this brand of 10 years rejuvenated.

Cai Yin said that if we want to reverse the image of the brand in the minds of consumers, it is not enough to replace the logo. Brand identity is only a small part of the brand building project. If you want to simply rely on changes in the brand identity to transform the public's mind, it can only be a bamboo basket. If a company wants to develop in the long run, it is not enough to simply package the brand and carry out product design innovation. It is also necessary for the entire company to make strategic adjustments and maintain a good state of management and operation.

Cai Yin pointed out that the re-creation of a brand's image does not depend on whether the brand LOGO is changed or not. It is not whether advertising has changed. The key lies in whether or not the brand can regain the satisfaction point of consumer demand. The key lies in whether the brand can satisfy the consumers with the functional and value needs it provides. If brand core values ​​cannot be affirmed by consumers, then all changes will be no good.