Brand remodeling is for better survival. Brand remodeling is also influenced by economic environment, humanistic environment, competitive environment, consumption environment and other factors. Renaming does not necessarily mean success, and renaming is not everything. Brand remolding is a new beginning, and it is also the remolding of a brand symbol. The overall promotion and enterprise development after the rebranding requires enterprises to formulate detailed brand management systems and set up brand management departments, so that the new brand identity can grow in protection and care. Logo symbolizes the face of the brand, and we should learn to love and protect it. Protecting logo means protecting your own brand assets. The value of logo can't be measured by specific money, but logo will also become worthless. The value of logo is reflected in the value of brand, and logo is the concrete expression of brand value. Caring for logo and building a good brand is the ultimate goal of enterprise development. According to the development experience of Chinese and foreign brands, I suggest that we should adhere to four principles in loving logo. First, insist on internal systematization. I once heard Mr. Lin Weixian, a famous lecturer in Taiwan Province, say that system construction is an inevitable rule for a person and an enterprise to succeed. The management and care of brand logo also need to be systematized. After we replaced a new logo, the VI system of the whole company has undergone tremendous changes, and new logos have appeared in the company's internal environmental decoration and office applications. After changing the logo, the first thing to do is to let the employees of the company have a full understanding of the new logo, and then really understand the reasons for changing the logo and the connotation of the new logo. Only in this way can our employees realize the company's development goals and strategies, actively safeguard the brand and strive for new goals. Let employees in the company fully understand the connotation of the new brand. Systematic management is needed to urge everyone to complete the necessary work. Systematization is a standard, a habit and a culture. Therefore, systematic brand management within the company is the first step to protect logo. First, you should know yourself, know yourself, and then tell others what kind of brand you are. Second, adhere to external unity. There is a saying in branding: one nostril vents and requires unity. Logo applications outside the enterprise must be consistent, convey the unified concept of the brand and let consumers feel the complete strength of the brand. External standardization requirements are reflected in every detail, such as circulation, passage, terminal, outdoor, indoor, wall and ground. All the places where the brand logo appears should reflect a standardization. In Shandong, there is a clothing enterprise with a certain brand awareness. But in 2004, an outdoor advertisement made the brand lose a lot of face. I don't know if there are other reasons to save money. Its clothing brand has made many advertisements in light boxes along the road. Because the light box is close to the road, sprinklers spray the road back and forth every day, and the advertisements on the light box are covered with dust and dirt. After a long time, I can hardly see the picture clearly. So that people later said that we dare not wear this image of clothing, if we wear it, we will feel dirty all over. This is a typical negative case. Even if it is a small product leaflet, we should design it beautifully and exquisitely. Especially the embodiment of brand logo is a symbol of brand face. The unification of external promotion requires enterprise personnel to formulate the standard application of VI manual, train our partners, let them integrate into our enterprise, understand the brand and follow the concept of * * * *. Third, adhere to hardware standardization. The use of signs is reflected in many aspects, including the production and use of specific expressions, which must be implemented in accordance with standards. Hardware standards are mainly things that are promoted to the outside world. These things symbolize the forefront, represent the most direct brand image, and the logo plays a role in saving face. If logo does not reflect the image and connotation of the brand in the application of hardware, the whole application will feel that the picture is superficial and meaningless. A logo is a symbol of identity. Only with identity can someone appreciate you. The standardization of hardware requires enterprises to learn to change their brand image, and can't always develop with the same mentality; You can't go to the future with the idea of eating fresh food from the world; You can't always keep the logo unchanged, but learn to change with various changes. The premise of norms is to dare to reform, and the reform of symbols symbolizes a baptism, which has since moved to a new stage. Fourth, adhere to software penetration. It is very important to cultivate and use the development software of a brand and an enterprise. He is an active member of the enterprise. The quality of a logo can't be judged by pure visual feeling, and the logo is just the value symbol of a brand. To develop a valuable brand, we must rely on the support of "software" inside and outside the enterprise. Haier in China has gone to the world and become a world-famous brand, but Haier people's spirit and unremitting innovation support the world brand. Many domestic enterprises are learning Haier's corporate culture, but few of them can fully grasp and use it, because the environment in which enterprises live is different and the quality of software is not good. Haier people thoroughly understand and learn Haier's brand culture, and apply it to the market, and get the essence of "sincere to eternal" service. The promotion and application of Haier logo has been endowed with many connotations, and then Haier people will show the meaning and connotation of Haier brand logo with concrete actions, so as to have the brand value of Haier logo today. Otherwise, Haier brand logo is just an ordinary symbol. Therefore, aiming at our enterprises and brands, it is the only way for software infiltration to strengthen the improvement of personnel quality, deepen the understanding and recognition of corporate culture and accelerate the image transformation of signs. Let all employees know the meaning of brand logo, and actively promote it, so as to keep your word and have substance in your words. Let logo represent company and brand. As the time of China's entry into WTO is getting longer and longer, the pace of China's entry into WTO is getting faster and faster, and the competition faced by enterprises is becoming more and more fierce. The renaming of world-famous brands has sounded the alarm for us. The development of the times needs to reshape the brand, which is the need of the development of the times. As many small and medium-sized enterprises in China, from now on, we must realize the importance of brand and logo and don't take detours. Do a good job in the design of brand identity, maintain the promotion of brand identity and protect the intellectual property rights of brand identity. The brand is a face, you can't change it casually, and you can't always wash your face. In order to develop better, learn plastic surgery when necessary. Signs need improvement, signs need innovation, and more importantly, signs need to learn to shape taste and connotation.