Research On Brand Image Design Of Shandong Dezhou Black Pottery

Dezhou,in ancient times,was called "the country with Ge family" because of its developed pottery industry.In the 1970 s,Dezhou developed into "the birthplace of modern Chinese black pottery".The firing technique of Dezhou black pottery has been protected and paid attention to in many ways,and has been listed as a national intangible cultural heritage.However,due to changes in public perception and consumption,the survival and expansion of the black pottery industry in Dezhou is currently facing major challenges.Brands are constantly "aging" and struggling to gain recognition from a new generation of consumers.The report of the 20 th National Congress of the Communist Party of China pointed out that upholding and developing Marxism must be combined with China’s excellent traditional culture,and build national self-confidence.Therefore,in order to break the stereotype of Dezhou black pottery culture,it has certain theoretical and practical significance to conduct research on the brand promotion of Dezhou black pottery.This article aims to explore the issue of Dezhou black pottery brand design promotion based on literature research,field investigation,comparative analysis,and case analysis.The actual cases of relatively successful brand image design are analyzed,and the design ideas for brand image promotion are sorted out.Read relevant domestic and foreign literature,further conduct SWOT analysis on Dezhou black pottery brand,and find out the problem of black pottery brand.Then put forward the specific strategies and methods to enhance the brand image of Dezhou black pottery culture.Finally,the Dezhou Liangzi black pottery brand is used to upgrade the brand image and deepen the core concept of the brand.In the context of modern brand image design,This has important practical significance for the promotion of Dezhou black pottery brand design.