Sustainable Optimization Decision Model for China's Time-honored Food Brands' Identity from the Consumer Perspective

JI Shaorong; YANG Cheng

doi:10.19554/j.cnki.1001-3563.2025.18.028

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Packaging Engineering ›› 2025, Vol. 46 ›› Issue (18) : 314-324. DOI: 10.19554/j.cnki.1001-3563.2025.18.028

Visual Communication Design

Sustainable Optimization Decision Model for China's Time-honored Food Brands' Identity from the Consumer Perspective

JI Shaorong^1,2, YANG Cheng^2,*

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Abstract

As the modern food industry develops and consumer dietary preferences evolve, brand competition is becoming increasingly fierce. This challenge is particularly significant for time-honored food brands that have inherited Chinese culinary traditions, many of which are struggling to modernize their outdated brand identity systems. Analyzing the impact of consumer preferences on optimizing these brand identity systems will help firms drive continuous improvement and innovation of brand identifies. A theoretical framework for a sustainable optimization decision model was formulated through a comprehensive literature review and a survey involving 1 069 participants. An ultimate sustainable optimization decision model was constructed according to the CRITIC method. The results indicate that advertising is the most popular subsystem of the brand identity system for time-honored food brands among Chinese consumers, followed by websites, packaging, logos, and color subsystems. Additionally, each sustainable optimization decision model subsystem incorporates five optimization criteria, enhancing the model's practicality and universality.

Key words

brand identity / sustainable optimization / consumer preference / time-honoured brand / food brands

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JI Shaorong, YANG Cheng. Sustainable Optimization Decision Model for China's Time-honored Food Brands' Identity from the Consumer Perspective[J]. Packaging Engineering. 2025, 46(18): 314-324 https://doi.org/10.19554/j.cnki.1001-3563.2025.18.028

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