Brand Image Recognition And Communication Research Of Western Hubei Circle

The construction of the western Hubei ecological and cultural tourism circle is amajor strategic decision for the Hubei provincial government to further optimize andchange the province’s regional development patterns, and the "12th Five-Year" period isan important stage to turn tourism into the strategic pillar industry as well as modernservice industry. The leapfrog development of the Western Hubei Circle (WHC) is facinga major strategic development opportunity. Due to the constraints of the currentsituations in industrial basis, transportation, resource exploitation, institutionalmechanism, the operation of the market, integration and dissemination, etc, to study therecognition and dissemination of the “Western Hubei Circle” as the core brand image isparticularly important and urgent.In this study, the modeling tools of brand equity, brand management, etc, as well asthe analyses of surveys and interviews are adopted to systematically analyze the brandresources and the status of the brand equity and bottlenecks in the WHC development,design the WHC brand image system in a deconstruction way, and conceive theimplementation of the brand development strategy and integrated communicationstrategy.According to the internal and external environment of this region, this paperpresents the overall vision of the WHC brand. With "1River,2Mountains and3Festivals" as the iconic brand, the WHC fully implements the ecological landscapestrategy of “4Highways and1Scenery Line”, the city brand strategy of “E8Alliance”supported by8cities (including autonomous prefectures and forest districts), the"Cultural Renaissance" strategy with13representative cultures as the carrier, the "GrandTourism" strategy with10tourist areas as the platform, the festival brand strategy with“hierarchical management” of the folk activities and customs within the WHC, and the “Food Alliance” strategy with the gourmet site map as the index.Meanwhile, integrated advertising, journalism, new media, festivals, atlas, forums,rankings, research institutions and other channels can also be applied to enhance thebrand integrated communication strategy concerning brand awareness, reputation,cognition, association, service, adhesion, maturity and trust, to achieve thetransformation of the WHC from the resource-based brand to product brand as well asthe industrial chain brand and to reach a collective brand effect of the WHC.