This study conducts a systematic literature review (SLR) to explore the role of visual construction in the rejuvenation of time-honoured brands, employing a structured methodology that systematically searches and synthesizes literature from data bases such as Scopus, Web of Science, and Google Scholar. Despite growing interest in brand revitalization, there remains a research gap in understanding how specific visual strategies contribute to balancing heritage with contemporary relevance. A total of 31 primary studies were identified, focusing on the intersection of visual branding and consumer engagement, and were organized into three key themes: symbolic interactionism, consumer perception, and design innovation. The findings reveal that strategic visual elements including packaging design, typography, and brand storytelling play a pivotal role in preserving brand heritage while simultaneously enhancing modern appeal. These elements foster emotional connections, reinforce brand equity, and drive consumer engagement. This review extends the theoretical discourse on visual branding and offers a practical framework for brand managers, presenting evidence-based strategies for revitalizing traditional brands in a visually saturated and digitally evolving marketplace.
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