Research On Brand Positioning In Traditional Corporate Image Design

Based on the visiting about regional culture of Jining such as existing historical sites and cultural relics,the authors examine the consumers' consumption tendency to pastry food.They sorted out the history and culture background and management present situation and the development conditions of products about the brand of “Guzhenchang”.By Capturing the brand positioning,the authors give a practical application design to the brand of “Guzhenchang”.Between this,the authors also give a project about the positioning of marketing and culture and consumers to the products of “Guzhenchang”.After this,some advice about the development direction to the future have been given as follows.In the packaging design,the companies are supposed to contact the local culture and strengthen the design theme by using some representative geographical symbols.In terms of external publicity,the strengthening of “A taste of a memory” is necessary.On the perspective of consumer psychology,it is needed to give a specially design of the company's brand image from the inside to the outside,which could give a strengthening about the geographical symbols to the company's brand image.Only in these ways,could the company get a good chance to narrow the distance between the products and the consumers and have a good brand effect by tamping the positioning and creating some innovation.