Traditional Brand Image Activation Design Strategies Based on Narrative Theory

Abstract

China's brand image design has gradually moved beyond traditional retro and homogenized approaches, focusing instead on exploring cultural depth and innovative expression. Narrative design as a key methodology for brand image upgrading, provides a theoretical framework for cultural translation and emotional connection to facilitate brand rejuvenation. This study aims to explore the application pathways and methods of narrative design theory in brand image development. Through literature review, we systematically analyzed the theoretical framework of narrative design and current trends in brand image evolution. A comprehensive review of research papers published over the past decade with keywords "narrative design" and "brand image" yielded 4,045 articles, from which twenty articles were selected for detailed analysis via correlation analysis. We propose an innovative narrative-based brand image revitalization framework comprising a three-dimensional narrative system of theme-structure-expression. Four core strategies-cultural anchoring, visual symbolization, omnichannel narrative communication, and narrative structure visualization-are introduced, supported by three design principles: cultural authenticity, consistency, and emotional resonance. The essence of narrative design lies in transforming brand assets into perceptible cultural narratives that seamlessly integrate traditional elements with contemporary aesthetics. This framework not only opens new perspectives for brand image design but also provides methodological support for revitalizing traditional brands beyond functionalism. The proposed strategies activate cultural memory through narratives rooted in brand DNA, establish emotional connections with consumer groups, and offer theoretical references and practical insights for brands to achieve image renewal and cultural heritage preservation through narrative design.

Keywords: Narrative Design, Brand Revitalization, Design Strategy

DOI: 10.54941/ahfe1007345