A Study On The Value Of Regional Culture In The Brand Of Urban Commercial Banks

Over the years,it can be seen that the economic level and social status of China have developed rapidly.Besides,the economic system represented by banks is developing vigorously,so the competition of banking industry is more intense.The national joint-stock commercial banks and the state-owned banks have had the advantages that are hard for others to surpass after a long period of development.However,the urban commercial banks have a low sense of customer identity in the market,and lack their own cultural connotation core competitiveness,which are specifically reflected in the inherent impression of the brand,the sense of identity,the regional characteristics of humanity,aesthetic and other aspects.Meanwhile,different cities create the uniqueness of urban commercial bank culture.Therefore,it is an important way to improve the competitiveness of commercial banks by taking regional culture as an opportunity to cultivate and develop brand uniqueness.As for the customer's perception of commercial brand,it comes from the brand vision recognition system.Therefore,the important link to build a successful city commercial bank brand is brand logo design and the establishment of a relatively complete visual identity system.There are many professional institutions or research institutes in the academic circle to carry out theoretical and practical research on financial brands at present,such as Bank of China,Citibank,Ping'an Loan and so on,which have research departments specialized in the development of brand products and brand value.While local commercial banks still exist great gap in the aspects of brand communication,customer attraction and visual system identification due to many factors,such as late start and weak strength.In this paper,it makes a lot of analysis on the brand logo and identification system of domestic urban commercial banks,which makes an in-depth study on the logo design and concept of commercial bank in each city.For the concept of the combination of the story behind the brand design and the regional culture,it carries out thinking based on the design law.(1)The development law of brand design of commercial banks at home and abroad is discussed in this paper,which summarizes the relevant concepts of brand image elements,regional cultural characteristics,bank brand value,the development commonness of urban commercial banks and so on.(2)The integration method between regional culture and commercial bank brand is explored.Through the study of the relationship between regional culture and brand,it makes the elaboration from the aspects of natural geography,social culture,local humanities,political economy and so on,which sorts out the application and value of regional culture element development in the brand logo design of urban commercial banks.(3)It discusses how regional culture enhances the brand design value of urban commercial banks,which puts forward the basic principle of visual image system construction.In other words,it carries out brand positioning and market segmentation through the "differentiation" of urban commercial banks,which explains the importance of regional culture in the process of brand building of urban commercial banks and its impact on consumers' emotions in detail.(4)It explores the influence of regional culture on the factors of brand image recognition and the visual system design law of commercial banks,which designs the practice on the basis of the design framework mentioned above.By taking Bank of Guangzhou as an example to carry out PEST-SWOT analysis,it introduces the research and practice process of the combination of regional culture and brand,so as to design a brand-new visual image for Bank of Guangzhou.The conclusion of the research:It puts forward the basic design principle and regional culture refining method of commercial bank identification system.Besides,it explores the value of regional culture in brand building,which also discusses how the brand image design of urban commercial banks better integrates into regional culture from the visual level.Through the study on the brand of urban commercial banks,it summarizes the design rules of building a brand image visual system that is truly suitable for urban commercial banks,which provides theoretical support and design basis for the study of the brand development of urban commercial banks.