Research On Longxi Astragalus Regional Brand Visual Image Design Based On Narrative Theory

Longxi is an important capital of medicinal materials in China.It has a long history of traditional Chinese medicine culture and is known as a millennium medicine town.As an important local economic industry,Chinese medicinal materials have formed a considerable industrial cluster scale and attracted a large number of foreign enterprises to live in the local area.While these other places enterprises stimulate the economic development of the local Chinese herbal medicine industry,the accompanying foreign enterprise brand culture also has a fierce impact on the regional characteristic industry brand culture,resulting in the gradual loss of the regional brand attribute of the regional economic industry,which is for the benign long-term development of the regional economic industry.There are risks that cannot be ignored.At present,it is in the era of brand economy of trade globalization.Brand cultural self-confidence is the core pillar of industrial revitalization and development.A complete and unique brand image is the primary condition for products to be deeply rooted in the hearts of the people.Agricultural products have natural geographical environmental advantages and industrial resource advantages.Cultivating regional brands of agricultural products is an important means of marketing genuine products and promoting regional economic and industrial development.The visual image design of regional brands of agricultural products is an indispensable and most direct impact on the shaping of their brand image.Important part.This study explores the application of narrative strategies to the design of brand visual image from the perspective of the correlation between narrative function and intention,image narrative ability and brand visual effect,and analyzes the content bias of regional brand image.Combined with the connotation,characteristics and core content of regional brand,this paper deeply explores the source and definition of Longxi Astragalus regional brand,verifies its development feasibility,locates its development goal,investigates and analyzes consumers ’ perception of Longxi Astragalus regional brand and its image,and puts forward the path to enhance the brand image of Longxi Astragalus regional brand.Analyze the content and relationship of the intrinsic value and external image of the regional brand,as well as the content elements and structural elements of the narrative,summarize the dynamic mechanism of the regional brand operation and the behavioral structure of the complete narrative,and obtain the narrative strategy of the regional brand visual image design.Form a systematic method to guide practical research.The overall idea of the research is discussed by analyzing brand and regional brand,brand image and brand vision,narrative content and narrative structure.For the first time,this study explores the systematic theoretical framework and practical research of regional brand visual image design with the goal of regional brand development through narrative strategy,enriches the theoretical methods and design strategies of regional brand visual image design,and launches a new perspective for regional brand visual image design.The research results can effectively enhance the regional brand image of Longxi Astragalus,provide a realistic basis for the long-term stable dissemination of Longxi Astragalus brand in the market,and export Longxi Astragalus and its regional culture with the brand visual image system with both aesthetic value and regional cultural value.According to the systematic construction method of such regional brand image,it can help to enhance the brand value of regional characteristic agricultural products and achieve the benign development of regional characteristic agricultural product brand and regional characteristic industrial economy.Excellent enterprises in related regional industries or regional characteristic industries can learn from the research ideas of this paper to promote the development of regional brands and regional industries.