Research On The Brand Image Design Of Ethnic Handicrafts In Northern Guilin

The north part of Guilin has more than 10 ethnic minorities,such as Miao,Buyi,Dong,Yao,Zhuang,Yi,Tujia,Gelao and so on.With strong local cultural colors,the ethnic handicrafts quite deserve to study,protect and develop.And fast-paced life today makes ethnic handicrafts in northern Guilin more and more popular to meet the spiritual needs.But the brand of those crafts starts late and many of them are not perfect in brand image,which result in the inconvenience of the ethnic crafts sales.Therefore,the brand image design of the ethnic crafts in northern Guilin can not only contribute to the identification and marketing of those crafts,but also create more consumption experiences with cultural meanings,which protect and inherit our national culture to some degree.Since as for design method and strategy of the brand image of ethnic crafts in northern Guilin,there is no systematic theoretical and practical argument,this thesis tries to find methods of the design and planning of its brand image.Through on-the-spot investigations and sorting of material collections,this thesis aims to discuss and probe into the national handicrafts in northern Guilin,and summarize the characteristics and cultural connotations of those crafts.Meanwhile,the problems of lack of brand image and no systematical design method are proposed from the perspectives of brand market,molding of brand image and factors affecting brand development,etc.Then according to the existed problems,the author put forward solutions which locate at middle and high-end markets and apply the national spirits into brand image designs from the perspectives of the consumer groups and psychological needs of the consumers.Starting from the main types,characteristics and connotations,the author proposes the methods of applying the national culture,national patterns and national diversity into the brand image designs.Finally,the typical brand Nandan embroidery arts and crafts Co.Ltd.in northern Guilin will be the design practice and the author will put strategy methods into the actual brand practices.With this visualized way to show the design method,the author could check the rationality and validity of the theoretical research.From the summary of the above brand image design of ethnic handicrafts in north of Guilin,the author tries to propose some theoretical methods for the brand image design of those crafts and provide a reference for the method discussions of related subjects in the future.Through the practice of designing brand image for the company,the author offers matching elements of brand image design system,and moreover endows them with brand morals and connotations,which meet the buying demands and psychological demands of the consumers and provide references for other ethnic handicrafts brand in northern Guilin at the same time.