Research On The Construction Of Emotional Symbols Of City Brand Image Driven By Data

As China’s urbanization process continues to accelerate,cities are gradually becoming branded.City brand image contains the genes of a city,and is the concentrated embodiment of city spirit,city behavior and city material,and is also the key element of contemporary city competition.Nowadays,the study of city brand image is no longer limited to the surface of visual presentation,but more often focuses on the deep study of public needs and emotions behind the brand image.Emotional symbols of city brand image can not only make the city brand image resonate with the receiver quickly,but also make its output image more penetrating,thus achieving the effect of penetrating into the hearts of people.Emotional symbols use data-driven text mining technology,which can make the resulting data more objective and scientific.In the era of mobile Internet,the scope of data-driven application mining is very wide.It can organize data to form information,and can integrate and refine information,so it is used by several brand marketing fields.Therefore,it is crucial whether emotional symbols are involved in the construction of city brand image and how the constructed theoretical model is designed to translate.The overall research is divided into the following contents: first,to explain the relevant concepts in the research content,which is the basis for studying the construction of emotive symbols for urban brand image;second,to use data-driven technology to mine urban brand image texts,clarify the sources of text data,and then analyze the text data from practical and theoretical aspects;third,to explore the relationship between the hierarchy of needs theory and emotive symbols,and analyze the hierarchy of needs Fourth,the theoretical model of emotive symbols for urban brand image is translated into design and the design method is derived.Through the study,it is found that,first,data-driven analysis of city brand image text,nouns as the direction of city brand development and adjectives as the characteristics of city brand image;second,hierarchy of needs theory turns the data-driven text into emotional symbols and carries out the theoretical model construction;third,the identification system of brand image is applied to the emotional symbols of city brand image and derives the data Thirdly,we apply the brand identity system to the emotional symbols of urban brand image,and derive the design method for the construction of data-driven emotional symbols of urban brand image.This study is based on the data-driven technical method of mining urban brand image text to enrich the method of urban brand image design.At the same time,it applies the hierarchy of needs theory to the construction of emotional symbols of urban brand image,which extends the application field of hierarchy of needs theory.