Brand Design Of "Huaxu" Restaurant Under Consumption Upgrading

With the advent of the era of consumption upgrading,people’s brand awareness is gradually strengthened in the process of consumption,which affects people’s consumption behavior to a great extent.With the upgrading of consumption,brand awareness has gone deep into the hearts of consumers and businesses.More and more catering enterprises begin to pay attention to brand construction.If you want to stand out in the market and have a unique brand image,you must have a unique competitive position in the catering market.Under the trend of consumption upgrading,the demand is also constantly upgrading.Consumers hope to meet their personalized and diversified consumption demand,and their demand for restaurant culture and emotional experience is also higher and higher.The traditional catering mode can no longer meet the growth of people’s demand for beautiful material and cultural.As such,theme restaurants have gradually emerged and become a major trend in the development of the catering industry.Theme restaurants have attracted more and more consumers’ attention and favor because of their unique culture and novel experience.In the context of consumption upgrading,brand building needs to be based on consumers,meet consumers’ emotional experience,take personalized differences as the brand’s new positioning,and create the brand’s unique personality charm and spiritual exclusive attributes.Taking "Huaxu" restaurant as an example,this paper injects the flower culture into the brand culture construction of Guangdong restaurant,combines the geographical environment,local economic factors and regional culture of the restaurant,looks for the value link between the audience and the brand,studies the restaurant brand design and application through questionnaire survey,comparative analysis and field investigation,puts forward a systematic brand design scheme,and creates a personalized brand visual image,Enhance the influence and competitiveness of the brand,and provide new ideas and practical experience for the brand design and development of Cantonese restaurants.