Construction Of Brand For Design Exhibitions Based On The Declaration Of “City Of Design” In Guangzhou

In recent years,with the rise of the idea of creative cities and the vigorous development of the design industry,more and more commercial design exhibitions and trade fairs have appeared around the world.As Shenzhen,Beijing,Shanghai and Wuhan in China have successively become the "city of design" under the UNESCO creative city network,many large design weeks or design festivals named after cities have emerged in China,design exhibition has become an indispensable part of design industry display and communication.Under the strategy of the Guangdong-Hong Kong-Macao Greater Bay Area,Guangzhou,as one of the core cities,taking the declaration of the "City of design" as a starting point,taking the Guangzhou Design Exhibition Brand Assets as an opportunity to promote creative industries in Guangzhou and the development and communication of Guangdong-Hong Kong-Macao Greater Bay Area.In the context of Guangzhou's declaration of the "City of design" and the co-development of the Guangdong-Hong Kong-Macao Greater Bay Area,this paper elaborate from the perspective of brand equity and combines research from multiple disciplines to explore the brand equity construction of design exhibitions for Guangzhou's "City of design".First,clarify the relationship between design exhibitions and the "city of design" under the creative city network.By sorting out the development history of design exhibitions,design exhibitions are defined from two perspectives: broad and narrow.It summarizes the application standards of the "City of design" under the Creative Network City and the significance of the Guangzhou application,and summarizes the significance of the design exhibition brand construction for the Guangzhou application of the "City of design",mainly because design exhibitions are an important part of the declaration Promote the upgrading of the creative design industry,increase the social influence of the creative industry and the cultural communication power of Guangzhou.Secondly,the experience of design exhibitions in domestic and foreign city of designs under the brand equity model.Then,based on David Aaker brand equity theory,combined with the causes of design exhibitions,a brand equity model and measurement methods for design exhibitions are constructed.Also,the model is used to analyze and compare the design exhibitions in the domestic city of design,the design exhibitions in the Guangdong-Hong Kong-Macao Greater Bay Area and the design exhibitions in the foreign city of designs.Finally,the necessary conditions for design exhibition brands at home and abroad are summarized.Furthermore,taking Guangzhou Design Week as an example,a multi-dimensional analysis of design exhibition brands is conducted.Using the brand equity model of design exhibitions,it analyzes the brand development path,creative industry development background,urban cultural environment,exhibition themes and audience analysis of Guangzhou Design Week,so as to summarize the advantages and difficulties of Guangzhou Design Week brand equity construction.Finally,based on the strategy of Guangzhou Design Exhibition brand equity construction declared by Guangzhou City of design,it is divided into three parts: integration and shaping of brand equity,maintenance and management of brand equity,and extension and promotion of brand equity.Taking Guangzhou Design Week as the core,integrating the resources of the design industry in Guangzhou and the Guangdong-Hong Kong-Macao Greater Bay Area,highlight the regional economic and cultural characteristics of Guangzhou,create a cluster of design exhibition brands based on the city of design of Guangzhou.It also selected the Guangzhou Design Week in 2021 to carry out the design conception,and discussed the development blueprint of Guangzhou's "City of design" and the future of the creative design industry ecosystem in the Guangdong-Hong Kong-Macao Greater Bay Area.