The Research Of Brand Image Building And Design In Advertising Competition

From the late1980s, Chinese advertising industry is developed swiftly and violently which gradually bred and generated the Chinese advertising competition. Various types of advertising competitions are not only an important manifestation of the world creative advertising standards and creative thinking but also an important platform for the world of advertising culture collision and exchange. The outstanding international advertising competition helps to upgrade and optimize the creative design industry and make the advertising cultural undertakings around continuously improve. In this context, exploring the advertising competition brand image building and design strategy has important theoretical significance and practical value.Advertising competitions should attach great importance to the brand image building. Brand image is the personality characteristics that an enterprise or a brand shows in the market or in the minds of the public. It reflects the cognition and evaluation of the public especially the consumer to a brand. Brand image and brand cannot be separated. Image is the foundation of the brand, is a characteristic that the brand shows. It reflects the strength and the essence of the brand. The author think that advertising competition brand image building is a systematic process, shaping the advertising competition brand image should stick to cultural principle、different principles、long-term principle and compatibility principle. The composition includes the content, process and communication strategy. Excellent cases of domestic and foreign advertising competition brand image shaping provide the reference for advertising competition brand image shaping. The paper think brand positioning is the prerequisite of advertising competition brand image, brand personality is the soul of advertising competition brand image, brand VI design is the expression elements of advertising competition brand image, brand integrated marketing communication is a way of shaping the advertising competition brand image.On the basis of theoretical research, using the branding and design project of " China Advertising Annual Awarding Ceremony ", which the author participate in, as the empirical study. The research think that the mainly successful reason of " China Advertising Annual Awarding Ceremony " is that:First, Refining the distinct competition brand personality recognition, which includes the culture、logo、high quality products of the competition brand. Second, the unique design of the competition brand visual elements, which includes designing the unusual vision-based elements and the unique visual-applied elements. The last is integrating the effective competition brand communication strategy, which includes advertising strategies of on-line、out-line and cross boundary interaction, PR strategy of communication and attraction, active communication strategy with considerate service and Internal、external linkage, celebrity communication strategy with experience transferring and reputation enhancing, etc.This paper summarizes few current domestic literature of advertising competition brand image, carry out theoretical research of the building and design of advertising competitions brand, expecting to provide a theoretical reference and support to the in-depth theoretical study and practice of Chinese advertising Competition brand image.