ISSN: 2222-6990
Open access
Modern visual practices significantly influence heritage brands’ sustainability, yet empirical research specifically addressing Wuhan’s traditional snack industry remains scarce. This study aims to explore how visual branding strategies contribute to the sustainability and rejuvenation of heritage snack brands, focusing on expert and consumer perspectives regarding visual identity preservation, contemporary aesthetics integration, emotional resonance, and strategic use of visual culture. Employing a qualitative, interpretivist methodology, this research utilised thematic analysis of in-depth interview data collected from 11 participants comprising brand experts and diverse consumers associated with Wuhan’s traditional snack industry. The results indicate substantial alignment and divergence between experts and consumers. Experts primarily emphasised contemporary visual innovation, coherent visual storytelling and market-driven strategic branding, whereas consumers highlighted visual authenticity, emotional nostalgia, and cultural symbolism as paramount in shaping their brand engagement and loyalty. Notably, younger consumers showed greater receptivity towards modern visual strategies and multimedia storytelling, while older consumers expressed a clear preference for traditional visual continuity and culturally authentic elements. The findings underscore the critical need for balanced visual branding strategies that strategically integrate modern aesthetic trends with cultural authenticity to ensure sustained consumer engagement and long-term brand relevance. This research offers valuable empirical insights and practical guidance for brand practitioners aiming to successfully navigate heritage branding complexities within evolving markets.
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