Innovative Design Research of Time-Honored Brands Based on Haipai Cultural Genes: A Case Study of Maochang Glasses

Abstract

Using the Cultural Genome Theory to study the design strategies and paths for the innovative development of time-honored brands, we aim to assist in their transformation towards innovation. Employing the ZMET metaphor extraction method, we construct a cultural genome index system rooted in the Shanghai style culture. Through the Analytic Hierarchy Process (AHP), we filter and rank the cultural indicators, identifying those with higher weights. Focusing on Maochang Eyewear products, we conduct virtual product design practices informed by these cultural factors, collaborating with the brand to execute activities with significant exposure. Integrating the research methodology of cultural genome with the innovation path of time-honored brands effectively facilitates the synergy of cultural resources, offering new insights for brand transformation.

Keywords: time-honored brands, cultural genes, analytic hierarchy process

DOI: 10.54941/ahfe1005429