Research On The Identification Of Brand Image Symbolization And Consuming Culture

Material products have been various and abundant since commodity economy became the major form of the market. Identifying products take the shape of highly identity. When there is no obvious differences on price, quality, design and function, consumers' purchase motivation will be influenced by brand and its producer's honor.This paper bases on the theory of symbolism, focuses on that as the abstract symbolized language, the visual image of brand has become the media of products image, enterprise image and culture image. In the consuming society, enterprises make fully use of symbolic, cultural theory and aesthetics to design a series of visual language, so as to send the ideal identification and perfect feeling to consumers. Consequently, the enterprise can achieve the goal of leading consume and sculpturing its image.Subsequently, from the viewpoint of the relationship between the brand and its image, visual identification and consuming culture, this paper goes further to deeply analyze that brand use different visual "symbolic strategy" to locate its position, and model unique brand image to influence the different consuming demand of consumers. Therefore, this paper will have significance on enterprises to build their advantageous brand and to raise its competitive ability.