The Innovative Design Of The Brand Image Of "Dingfengzhen" Of Changchun Time Honored Pastry

Nowadays,the economy is more and more dependent on culture,so is the development of brand.In the development of time-honored brand,we should not only pay attention to the change of brand image with the development of the times,but also consider the cultural output of the brand.The purpose of this paper is to take dingfengzhen brand as an example to analyze how to upgrade the brand image of dingfengzhen brand in combination with the actual situation.The author investigates the development status and cultural assets of dingfengzhen brand of Changchun old brand,and makes the visual image of dingfengzhen brand from the aspects of brand image identification,application materials,visual system,consumer demand and market competition Summary of current situation.Then,the precise positioning of the brand,combined with the brand positioning to upgrade the brand image,help the brand development.Based on the research and brand positioning,the innovative design of dingfengzhen brand image is put into practice.The author tries to find the visual elements belonging to dingfengzhen by refining the elements of the Centennial culture of dingfengzhen,the visual expression of dingfengzhen's traditional manufacturing process,and the mutual influencing factors of the region.In terms of planning,the paper analyzes the main consumers with specific consumption scenarios to meet their different consumption needs,and puts forward that the innovative design of brand image should be based on the standardization of visual recognition system and make differentiated design.Under the thinking of Internet,this paper puts forward a new idea of brand multi-channel expansion.Through practice,the brand image innovation and design achievements of dingfengzhen,a Changchun time-honored brand,have been formed,including the achievements of brand image visual identification manual,commercial packaging,commercial advertising,Internet platform interface,etc.I hope to provide a way for designers and relevant researchers of brand image innovation of time-honored brands in the future.