The Design Of Characteristic Catering Brands Image

With the development of society and the improvement of people’s income,the traditional model of catering consumption can no longer attract consumers.In order to satisfy consumers’ material and spiritual needs of catering consumption,and then gain the market share,the managers and investors of catering kept positioning themselves in different ways which rapid rise the development of the personalized and diversified characteristic catering.To this days,characteristic catering has become the main power of catering market.In this highly competitive environment,it is important to make different changes with other competitors when the managers want to create their own characteristic catering brands.By analysis the data which collected from the questionnaire report,the author found that the spending motivation depend on how the catering brand meet the consumers’ basic needs.Therefore,to create an effective brand image need to research demonstrated how to show brand appeal and personality,how to improve brand recognition and added value,and then,how to keep sustainable development in the ever-changing social environment are the main topics of this research.To creating a mature brand from nothing need to take each step carefully.This paper base on the development status of characteristic catering brand and combine with the domestic and overseas’ works 、 papers 、 journals and the result of questionnaire which can enhance understanding of the meaning and feature,find problems and challenges during the development of characteristic catering.By summarizing the cases and examples,this research focus on brand positioning,visual identity system and applied identification system which are the key factors of characteristic catering brand creating.By reading the authoritative literature,experiencing the famous specialty restaurant and doing questionnaire survey to different ages people,this paper put forward thoughts of characteristic catering brand development in further experience economy which are differentiation of creating brand culture,advertising medium diversification and the inevitability of catering brand development.