The Research On The Cases And Bags Enterprises Brand Image Design And The Theme Cultural Excavations

On the whole, in china, the cases and bags industry lacks of real influentialindependent brands. In the long run, for the sake of the better developmentprospect of Chinese cases and bags enterprises, it should take the road of branddevelopment,take the road of independent design and research and development.The Beginning of Chinese cases and bags industry is produced with thedevelopment of modern industry, which has been experienced a long andtortuous development process. At present, Chinese cases and bags industry isfacing the current situation of the imbalance of regional development, the chaosof the market, the singularity of the channels, the lack of independent brands, theweak ability of independent design etc, the brand construction of the cases andbags enterprises is already of great urgency. brand image design is the first stepto the brand development of the cases and bags corporate, Brand image, whichis stresses the design of the products, the perception of the spiritual cultureconnotation and services of the products.This article divides the brand imagedesign of the cases and bags enterprises into four parts: the propagation imagedesign, product image design, store image design and service image design.Propagation image design is the cases and bags brand bring to audiences overallimpression during the transmission process,and an important part of enterprisebrand image, and deeply affect the enterprise’s brand value; product imagedesign refers to the comprehensive appearance of the cases and bags image,which is reflected in the shape, color, material, decoration design,product imageis the main corporate brand image design; store image design including thephysical store and online store, the purpose of this is to attract the attention of consumers, stimulate consumers’ desire to buy; service image design takes theservice personnel as the main body, the consumers as the object, adopts servicebehavior and service spirit to give consumer better feelings. A good brand imagecan create value and improve personalized competitive advantage of theenterprises, so as to promote the sustainable development of the cases and bagsenterprises.The brand building of cases and bags enterprises needs the theme culture, thetheme culture helps to shape the brand image of the cases and bags enterprises,contributes to improve the cases and bags enterprises’ independent designcapability.The mining of the theme culture can be found in many Chineseintangible cultural heritage,this article describes an example of the Hunanembroidery as theme cultural elements, it’s combining with leather cases andbags design of materials, colors, decorative craft, in order to enhance the imageof products,so as to help enterprises to establish brand image and culture,toprovide a possibility of reference for the enterprise.The article take Xinxiu cases and bags enterprise as an example, through theanalysis of its brands, virtual design a sub-brand "Lambo" high-end leisure casesand bags, and combining with Jiaxing local folk cultural characteristics—theblue calico, and to do a more comprehensive brand image design.Good brand image and independent design capability of the cases and bagscorporate is the cornerstone to the development and expansion of the cases andbags enterprise, the individuation of the brand culture is the source for thelong-term development of the cases and bags enterprise. Finally,appeal to thedomestic the cases and bags enterprises attach importance to brand image designand design innovation, and put our country turn " cases and bags manufacturingcountry" into "cases and bags brand power country".