Research On The Difference Of Visual Symbols In The Brand Image Of Gold Jewelry

Since David Ogilvy put forward the concept of Brand Image in the 1950s,brand image has become the focus of attention of many brand managers and designers,which is the magic weapon to win and make profits in market competition,and also determines whether the brand has long-term vitality,and has very important strategic significance.As for the gold decoration industry,with the revival of the jewelry industry in the 1980s,the market competition has gradually shifted from product and price competition to brand competition,and more and more domestic gold decoration enterprises realize the importance of brand in the market competition,and have embarked on the road of brand building.It has gradually formed the market characteristics of many brands and fierce competition.From the perspective of consumers,consumers are no longer satisfied with following the trend of consumption,but more and more turn to brand consumption that can reflect their own cultural taste and social attributes.The fission of consumer demand leads to the fact that domestic gold jewelry enterprises must come out of the past price competition and product competition,turn to diversified brand image construction,and transform to brand differentiation and personalizationTherefore,if Chinese gold jewelry brands want to develop and grow in the fierce market competition,they should break through the homogenization framework of visual language construction and explore the origin of brand image differentiation.Relevant decision makers and designers should have a broad vision,inclusive,with a diversified way of thinking and scientific methods,in line with the times,and truly attach importance to the construction of brand personalization.Only by carrying out differentiated visual symbol communication on the basis of precise and unique brand image positioning,can we better carry the identity and value of gold jewelry brand,improve the accuracy of memory and communication,truly let the brand achieve deep into the hearts of the people,and integrate into people's life behavior.