Research On Innovation Design Of Henan Time-honored Brand Image Upgrading

Henan time-honored brand,as an important part of urban development,carries the unique memory of the city culture.With the increasingly fierce market competition,the development of Henan time-honored brands is not optimistic after a century of wind and rain.In order to cope with the slow development of Henan time-honored brand,this topic is based on the analysis of the existing problems of Henan time-honored brand image represented by Kaifeng "Di Yilou",combining the regional cultural characteristics of the brand with the brand attributes of Kaifeng "Di Yilou",explaining the necessity of upgrading the brand image and realizing the innovative development of Henan time-honored brand.This paper firstly integrates the current situation of Henan time-honored brands,analyzes the value connotation of brand image upgrading,summarizes the principles of brand image upgrading and innovative design from the aspects of brand image integrity,brand visual difference,cultural spirit inheritance,emotional connectivity,and analyzes the upgrading cases of domestic time-honored brands in recent years to provide a theoretical basis for research.Secondly,from the development status,visual image status and brand market status of Kaifeng "Di Yilou" brand field research and related questionnaire and interview analysis,sorted out the brand existing problems,to provide a basis for Henan time-honored brand image upgrade path.Thirdly,from the four aspects of "regional culture upgrading of elegance--elegance and common appreciation,target audience upgrading of taste-taste consumption,emotional experience of interest-interest interaction,and new-innovative digital transformation and upgrading",the implementable path is proposed for Kaifeng’s "Di Yilou" brand image upgrading and innovative design.Finally,starting from the brand connotation and industry attributes of Kaifeng "Di Yilou",the systematic upgrading and innovative design of its brand image is carried out.Kaifeng "Di Yilou" brand image upgrading innovation design practice based on regional culture,the "elegant,taste,interest,new" four upgrade path combined into the brand image upgrading,the selection of Kaifeng local characteristics of Song culture,folk culture,chrysanthemum culture as illustration elements extraction,and according to the characteristics of customer groups to expand the communication channels,improve the local Henan timehonored brand communication power.It provides a reference scheme for the innovation and upgrading of other Henan time-honored brand image and makes a contribution to the development of time-honored brand.