The Application Of Regional Cultural Symbols In The Brand Building Of Wei Fang City

In the trend of economic globalization,brand building has become the most effective way to achieve sustained and rapid development,and the operation of a city needs brand support.But in the process of building brand,the city clones too many similar elements,and the urban characteristics become more and more obscure,which affects the recognition degree of the city.The fundamental reason is the construction of blindly following the trend,ignoring the development and utilization of the unique culture,and not fully displaying the characteristics of the city.If we want to change this situation,we must build a brand image with local characteristics.There is a vast territory in our country.Because of the different geographical location and historical culture,different customs and habits are created,but only those who endow the city with the culture are easier to be identified.Weifang,a cultural city with thousands of years of history,has its distinctive characteristics under the baptism of history.Regional culture is most famous for these folk culture,especially kite culture.If we want to create a unique brand in Weifang,we must reflect its unique charm of local customs and regional culture in its style.This needs to be based on the local cultural background and highlight the city's personality characteristics in the city brand image.This paper is based on the study of regional culture and urban brand theory,and explores the application of Weifang characteristic cultural symbol--kite in urban brand building.First,based on the regional culture of Weifang's customs and kites and kites to study the kite as the main line to study the image of Weifang.Secondly,the city brand is discussed and the city brand of "the capital of kite" in Weifang is established.Next,the application of kite symbols in the city brand of Weifang is analyzed in order to build Weifang regional culture in the city brand construction.The application is summarized.Finally,the prospect of Weifang's brand image design is prospected,and the creative design is carried out accordingly.