Research On The Design Strategy Of Online Brand Image In The "Internet +" Era

As an era where internet connects everything,"Internet +" era promotes the rapid development of the global economy,changes traditional development mode of various industries,facilitates the full upgrade of traditional brands and creates many new generated online brands.With the population of internet,rising of platform,updated mobile devices and renovation of medical technology,the communicate of brands has more mediums and newer methods.As the spirit of a brand,a brand image in line with the characteristics of the era helps to enhance brand value better.Design strategy of brand image has close relationship with communication characteristics in the times of today.Therefore,the researches of design strategy for brand image,cannot be limited to the discussion on visual level,but from the point of view of whole design eco environment and standing on the brand culture,combine communication characteristics and improve brand experiences,making design boost brand development faithfully and practically.This article focus on the discussion of what kind of design thoughts and design strategies will be more helpful to the development of the brand during the design process of online brand image in the "Internet +" era,to provoke the thoughts on how to deepen the design thinking of brand image to some extent.Based on related research status and cases at home and abroad,this article analyzes the era background and era requirement of brand development firstly,concludes characteristics of brand image communication in the "Internet +" era,combines management theory,communication science,design science,brand image visual identity design,and related theories based on these characteristics and online brand typical cases,summarizes the cultural strategy of the "Internet +" era,communication strategy,behavioral strategy and specific content of brand image design.Through the analysis of two domestic excellent online brands "Hai Di Lao Hot Pot" and "Three Squirrels" as examples of brand image development and analyze integrated application and coupling relationship of three strategies during the foundation process of brands,we hope to provide positive references for the online branding development and designer thinking in the "Internet+" era.