| The development and change of economic form is the background for the emergence and persistence of the phenomenon of brand visual image upgrading.In the process of the fourth wave of global consumption transfer,while international brands continue to increase their weight in the Chinese market,more and more Chinese brands are rapidly growing into high-quality,high-grade and high-quality "lights of Chinese goods" on the fertile land of China’s digital ecology,which are recognized by the market and favored by consumers.During this period,the emerging new consumer brands not only created a richer,better and more personalized consumer experience for the younger generation,but also affected the mainstream public’s consumer cognition and aesthetic taste of the brand.More and more brands began to identify with the prying effect of visual design on commercial potential,and actively responded to the rapid changes in the market environment and the diverse needs of new consumer groups with higher frequency of visual updates.With the vigorous development of women’s consumption,the new women’s brand has become a very precise market entry.From the perspective of women’s brand development in the past decade,the interaction between consumers and brands has generated deeper and broader value connotation.Brand strategies,product forms,design images and market operations related to women are being rewritten,from customized scene services to women oriented communication models,Then to the fashionable brand image,they are actively creating a social environment to adapt to women’s life.This paper takes the "light life" brand as the research object,and the promotion of brand visual image as the research content.First of all,through extensive literature collection,we have integrated excellent theoretical achievements at home and abroad,systematically sorted out the relevant definitions of brand image and the research status of brand image upgrading,and analyzed the significance and feasibility of this topic.Secondly,from the four levels of phenomenon overview,motivation analysis,design role and design trend,the current research on brand visual image upgrading is carried out,trying to summarize the brand visual strategy with certain universality and operability,and provide strategic methods for the upgrading of "light life" brand visual image.Furthermore,grasp the research background of the project from a macro perspective,specifically from the advantages and pain points of the brand,the development of sanitary napkin market,user purchase behavior and demand,to lay a practical foundation for the upgrading of the visual image of the "light life" brand.Then,the brand will be differentiated in terms of brand culture,product characteristics and consumer preferences to provide a reference for creating a unique visual style of the "light life" brand.Finally,rebuild the brand visual image with systematic thinking,specifically update the visual image of the "light life" brand from the three dimensions of the brand identification system,product packaging system and brand communication system,and finally provide diversified reference for improving brand awareness and product premium ability,creating a better female brand image,and providing a feasible plan for creating a better female menstrual life. |
