The Study And Design Of The Brand Image Of Domestic Rice Industry

In the age of "brand", brand image is becoming more and more important for the future of the brand, but obviously, our domestic rice brand is of less influence, to improve the influence of domestic rice brand, it has realistic meaning to analyze the rice brand image and put them into special design. This paper aims domestic rice brand image as the main object,and wants to find ways to solve the problems of rice brand image. In the ways to solve the problem ,the most important is culture, this paper stress the essential state of in brand image design. Then put those contents into special rice brand image design, and make a systematic design including brand culture, brand identity and visual image for Longjiang Rice.By a comparative study between domestic rice industry and foreign rice industry, this paper find five main problems in our rice industry, including similar brand position, lack of brand culture, less expressive brand visual identity, lack of emotional design, and lack of a unified brand image system. To solve these problems, this paper proposes five strategies,including make different brand position, explore brand culture deeply, enhance the power of visual expression, add emotion to the brand and build a unified brand image system.In the design of rice industry brand image, culture is the cored part, this paper explores the origin of rice industry brand image, including the regional food culture and Chinese traditional culture. Besides, the paper analyzes how the culture expresses in the rice industry brand visual identity design, especially in the view of traditional values, traditional aesthetic philosophy, materials and modeling, calligraphy and painting, traditional package ,and five traditional color. By these analyses, this paper presents how the culture affects the brand image of rice industry.To put the former theories into practice, this paper try to design a comprehensive plan to improve the brand image of "Longjiang Rice". Firstly, find what the consumers want and the station of "Long rice industry" brand image by market research, then redefining the brand culture and brand position of :Longjiang rice industry," besides, this paper design part of brand visual identity, including the base of visual identity and the applications. What’s more,this paper envisages a strategy to popularize "the cultural trip of little rice grain Longjiang" to integrate the brand image, enhance the brand influence and market competitiveness.