Research On Brand Image Of The Jianshui Purple Pottery Based On The IBC Theory

The Yunnan The jianshui purple pottery is an important traditional ceramic craft in China with a long history and far-reaching influence.In terms of technology,the jianshui purple pottery is mainly characterized by green carving and mud filling.In art,it takes literati art as the core aesthetic.Its industrial development has also achieved good results in the past decade.According to relevant statistics from the cultural industry office of the jianshui county,honghe prefecture,by the end of 2018,the annual output value of the jianshui purple pottery is about 2.415 billion,with 28,000 employees.However,despite the rapid development of the jianshui purple pottery industry,it has not formed an overall brand image so far,which leads to insufficient external promotion of the jianshui purple pottery brand and its influence is mostly limited to the yunnan province,limited industrial development and other problems.Therefore,with the increase of the national support for the cultural tourism industry and traditional handicrafts,the design improvement of the brand image of the jianshui purple pottery is extremely urgent.As generic since the advent of the era of media,consumers in brand communication activities have become control brand reputation and influence of opinion leaders,professor scholars Duan Chunlin brand communication based on the reality of the theory of integrated brand communication(IBC),its core is rooted in a particular cultural values,through the medium of spreading,to form the public brand value identity,so as to promote the brand image promotion.The cultural foundation laid a jianshui purple pottery the value of the brand image design and the theory of the IBC cooperation foundation,under the premise of to meet the spiritual and cultural demand,built around the water purple pottery to effective transmission of two-way communication,the core value of brand has the jianshui purple pottery more influential brand communication activities and persistence.In view of this,based on the "IBC theory",this paper studies the brand image design of the jianshui purple pottery.Through literature research and field investigation,it meets the core of IBC theory and the brand image status quo of the jianshui purple pottery,in order to find the method suitable for the brand image design and improvement of the jianshui purple pottery.Aiming at the design method of the IBC brand image of the jianshui purple pottery,this paper explores the design elements,ideas and steps from three aspects.The first,relevant research should be conducted on the consumption market of the jianshui purple pottery to understand the latest market trends and predict the design trend;Secondly,on the basis of research,the brand image of the jianshui purple pottery is positioned,including the product positioning classification and enterprise positioning,with the purpose of determining the brand core values of the jianshui purple pottery.Third,implement the design part of the IBC brand image of the jianshui purple pottery;Fourthly,the brand image communication strategy of the jianshui purple pottery suitable for this core value is selected in combination with IBC strategy to integrate the optimal resources and avoid media waste.Fifth,repeat the above operations and improve and reposition each link,and finally output the brand image.This is the basic operation step of the brand image design method of the jianshui purple pottery IBC,At the same time,combined with typical cases,this paper puts forward some practical ideas and approaches for the brand image design of the jianshui purple pottery IBC,as well as some design mistakes that should be paid attention to in the process of operation.The core of brand image design of the jianshui purple pottery IBC is to establish the brand cultural values that can resonate with consumers,and then implant this value into all links related to the brand,including corporate culture,visual image,etc.,and then integrate media for promotion and maintenance.Such ideas can not only to the enterprise and soho the jianshui purple pottery improve brand image design of the jianshui purple pottery industry overall brand image promotion is also a guide,but to the jianshui purple pottery brand image as a card of yunnan external bright eye,first of all practitioners must establish a firm sense of brand strategy,the government departments should provide more policy support and learning communication opportunity,the schools,enterprises,government and other multilateral force should be looking for more cooperation opportunities,to build the brand image of the jianshui purple pottery design promotion offer unlimited development momentum.