Research On Local Specialty Brand Image Design

Changes in business formats such as socialization of goods,OEM and ODM ecommerce,etc.,mark the arrival of a new era of consumption,and commodity experience has become an important factor driving the decision-making of the new generation of consumer groups.At present,most local specialty products face serious problems such as backward brand image and loss of consumer groups.Under the influence of the current quality of life as the main consumer concept,how to make local specialty product brands quickly adapt to the rapidly changing market environment has become a problem faced by enterprises today.Therefore,the author chose the actual project of Pucheng "SZYL Barley" brand as the object of this research and practice.The subject first uses "local special product brandization" as the clue of thinking,analyzes the case of similar excellent local special product brands,and provides theoretical basis and design experience for reshaping the brand image of "SZYL Barley".Secondly,analyze the development and sales status of Pucheng barley brand,understand the consumer’s awareness of barley food and purchase focus,and analyze the advantages and disadvantages of the " SZYL Barley" brand and problems to be solved through market research.Finally,through research on brand trademarks and brand value enhancement,a visual image construction strategy is proposed for brand design positioning,which gives the product cultural connotation and brand-new aesthetic art.Whether from the perspective of the promotion of local specialty products,or from the perspective of injecting new impetus into the industry,there is a need for research in this topic.The author hopes that while looking for new directions for local brands,it will also provide useful reference experience for the creation and promotion of other similar brands.