Study on Brand Reengineering Based on the Brand Image Optimization

With the change from the product competition to the brand competition, brand image has become the most valuable resource and wealth of the enterprises. This paper analyzes the meaning of reengineering brand based on the brand image optimization, discusses the content of brand image and brand reengineering, and builds the brand reengineering model based on the image optimization. Through the brand reengineering case of "GUOJIAO.1573" brand of Luzhou Laojiao Group Ltd. to show that enterprise's brand reengineering based on image optimization are mainly from four aspects: optimize brand image positioning, brand visual identity, brand behavior, and brand image communication.