Research On Brand Image Design And Promotion

With China’s economic evolution,residents’ earning is high speed,the ratio of middle-income crowds is expanding,the consumption structure is showing an upgrading trend,and consumers are shifting from basic consumption in material form to comprehensive psychological and cultural consumption.The trend of modernization the consumption structure of the residents is accelerating the arrival of the new generation of post-90 s and post-00 s consumer groups’ discourse,while the new generation consumer groups have diversified consumer demand preferences and pay more attention to the expression of their own personality.Therefore,in order to meet the new generation of consumers to pursue individuation,differentiated and diversified consumption needs,the pub boom has emerged around the country,and the experiential pub model combining wine drinking + dining has gradually taken over the market and is favor by young consumers.However,the rise of the pub trend has been hampered by low barriers to entry,easily replicated business models and low brand recognition,which has hindered the public’s recognition of pub brands and to a certain extent limited their development and promotion.Effective brand image design can greatly increase the added value of a product and is of great importance to the creation and growth of a pub brand.Therefore,effective brand design and promotion of pub brands can help to increase consumer recognition,awareness and loyalty,which in turn can have a premium effect on the pub brand and further develop the consumer market for the pub brand in order to promote economic development.This paper takes the new characteristics of China’s economic development stage as the background,and takes brand image design and promotion as the starting point,and explores the problems in brand image design and promotion of pub brands through literature vertical combing method,case study method,field survey method and hierarchical classification and induction method.The study is based on case studies of pub brands with distinctive characteristics at home and abroad,and provides specific case studies and reference frame for the application of the "Fushengbanri" pub brand image design and generalize.Secondly,a market survey is conducted to understand the current state of development of pub branding and promotion,as well as the problems that exist,using the SWOT analysis method to conduct a comprehensive comparative analysis of the various elements in the development of pub brands.In this way,we propose optimum proposal for the design and promotion of pub brands,and provide more concrete theoretical support for design practice.Finally,on the basis of the theoretical study,the application of the "Fushengbanri" pub brand is carried out,completing the design of the basic system,the application system and the promotion of the "Fushengbanri" pub brand.It aims to enrich the research related to pub brand image design and promotion,promote the further development of China’s pub brands,and has important practical significance and research value for the exploration of China’s pub brands.