Research On Brand Image Design Under The Background Of Consumption Upgrade

With the development of economy and the improvement of national income level,consumers' demand for commodities is constantly changing,while some beverage brands have lagged behind changes in consumer demand.Therefore,how to grasp the new demand of consumers and how to upgrade the brand image of beverage is a new challenge to the design of beverage brand image in the context of current consumption upgrade.This paper describes the following several aspects:first,analyzes the reason of consumption upgrade background as well as the change of consumer demand,this paper discusses the background and beverage consumption upgrade brand image design of the related theory.Secondly,it analyzes the competitive situation,existing problems and realistic challenges of the beverage market.Third,under the premise of building index system,have specific indicators through interviews,designed questionnaire,investigation and analysis to obtain first-hand data,and use the Censydiam model matching analysis,consumer updates under the background of the development of the beverage brand image design trend;Fourth,combine the current market to deal with the phenomenon of the more excellent nongfu spring products brand image design change,provide design ideas for beverage brand image design under the new background.In this paper,through the empirical research,provides a strategy and corresponding design method for brand image under background of upgrading of consumption,such as upgrade to high-quality,personalized,customized,younger and other direction,in order to meet the new consumer demand for high quality,service,health and other changing demand.This has a good guiding significance for the beverage brand image design under the new background.