Research On Brand Image Design Of Lanzhou Lily Under The Regional Culture

Lanzhou Lily is a famous featured product of Gansu Province as well as a representative of regional culture formed through the specific natural and humanistic environment of Lanzhou,and with the rapid upgrade of consumption industries and the opportunities brought by the B&R policy,Lanzhou Lily is extremely suitable to be made into a business card of Gansu Province.First of all,excellent design cases with combination of culture and brand were analyzed in this thesis to understand the construction method of brand image,then the zone-bit features and enterprise status of Lanzhou Lily were summarized and analyzed,elements with regional characteristics of Gansu Province were also excavated,and through the combination of brand image design theories and construction of brand image of “YI BAI HE”,the visual method to build regional cultural elements in brand image of specialties was explored.To sum up,with the brand theory,brand positioning,design of visual image and promotion of Lanzhou Lily as the targets,relative design schemes and references for construction of brand visual image and promotion of Lanzhou Lily were provided in this thesis.The author hoped to further promote the social cognition and cultural value of Lanzhou Lily through researches on the brand image of it,and meanwhile making explorations and experiments for the brand construction of featured products of northwest China.