Research On The Ip Image Design And Promotion Path Of “Ganwei” Agricultural Products Brand

In recent years,the state has been vigorously promoting the "brand of agricultural" strategy,the Gansu provincial government combined with the geographical characteristics of Gansu and the characteristics of the agricultural industry,to create a “Ganwei” brand of agricultural products.With the younger consumer groups,their consumption habits have also changed from simple material consumption to emotional consumption.In such a market environment,the single visual image of traditional agricultural brand can no longer meet the emotional and aesthetic needs of consumers,and the brand needs to be more and more personalized and contextualized;the IP image can well meet the emotional experience of consumers and close the distance between consumers because of its personalized characteristics and vivid shape.Therefore,I integrated IP image into the brand image construction of “Ganwei” agricultural products.In addition to enriching the visual image of the brand,it establishes an emotional link with consumers and increases the brand awareness of “Ganwei”.In this way,I also let the public understand the uniqueness and emotionality of IP image.In this way,I also let the public understand the uniqueness and emotionality of IP image.This paper consists of five chapters.The first chapter elaborates the background,current situation,significance,research method and innovation point of the research;the second chapter uses SWOT model analysis and questionnaire survey to investigate the current situation of “Ganwei” agricultural brand and analyze the shortcomings of “Ganwei”agricultural brand.The second chapter uses SWOT model analysis and questionnaire survey to investigate the current situation of “Ganwei” agricultural brand,and analyzes the shortcomings of “Ganwei” agricultural brand in terms of logo design,packaging design and communication methods.On this basis,the necessity of IP image design for “Ganwei”agricultural products brand is drawn out;Chapter 3 defines and analyzes relevant concepts to clarify the correlation between IP image and agricultural products regional public brand.Through the analysis of the IP image design cases of similar brands,the design principles of the IP image of agricultural products regional public brand are summarized;the fourth chapter is the practical part of the IP image design of “Ganwei” agricultural products brand.The fourth chapter is the practical part of “Ganwei” agricultural brand IP image design,which combines the brand tone and consumer preferences to position the “Ganwei” brand IP image.The IP design concept is discussed from three aspects: species selection,style establishment and color characteristics.From the aspects of personality,hobbies and background story,the personification of the IP was completed.Finally,through hand-drawing and 3D modeling,the IP image and extension design of “Ganwei” brand are visually presented;Chapter 5 is the promotion path of “Ganwei” agricultural products brand IP image.Taking “Ganwei”agricultural products brand IP image as the main body,we promote and shape the new image of “Ganwei” brand from two levels: static derivatives and dynamic three-dimensional communication,so as to deepen consumers’ favorable feelings and impressions of the brand and improve “Ganwei” brand recognition.“Ganwei” brand recognition,competitiveness and influence.The focus of this paper is on how to build the brand image of “Ganwei” from the perspective of brand IP,which is a new tool and a new way to apply to the construction of agricultural brands.Its purpose is to visualize the brand character and help the brand communicate with consumers.For the first time,the author applies IP image to the construction of “Ganwei” agricultural brand image,hoping to shape the brand image of“Ganwei” in a more professional,vivid and attractive way,to tell “Ganwei” brand story with the help of IP image,and to promote the brand image of “Ganwei”.“Ganwei” brand story and promote the brand image and values.