Research On Brand Image Design And Communication Strategy Of Music Performance Groups From The Perspective Of New Media

In today’s world,the development of the internet has led us into a new era of media,where various modern technologies and new media have flourished,bringing changes to the way information is disseminated and enabling it to be spread more widely and rapidly.The development of new media has also created new opportunities for brand development,transitioning from traditional brand communication methods to internet communication,providing favorable conditions for establishing and promoting brand image.However,new media not only brings opportunities but also challenges for brands.Some traditional brand strategies are no longer able to meet the demands of internet communication.While brand communication is more efficient and faster,it also brings fiercer industry competition,leading to homogenization and template-based brand visual images flooding the internet.How to adapt to the new media communication environment,highlight brand personality,and endow brand image with more charm has become an important issue for brands to consider.The development of social,economic,and cultural aspects has also presented new requirements for brand image establishment.People not only pay attention to the products themselves but also focus more on the spiritual pleasure and have higher expectations for the social responsibility of brands.This requires brands to build emotional connections with consumers and establish a more three-dimensional brand image.This paper mainly explores the design and communication strategy of music performance group brand image from the perspective of new media.Through sorting out theories on new media,brand,design,and communication,the relationship between new media,music performance groups,brand image,and communication strategy is clarified.The brand communication characteristics under the new media background are analyzed,and a comprehensive summary is made of the current brand image design of music performance groups.Based on traditional brand image design,the paper explores the design and communication strategy of music performance group brand image on new media platforms and proposes personalized expression methods for brand visual elements to promote the dissemination of music performance group brand image better in the internet environment.Finally,the paper uses the "Youth Symphony Orchestra" as a specific practice object to integrate and optimize the brand’s visual image to verify the feasibility of the theoretical part.Overall,new media provides greater development space for music performance,which is a multi-sensory art form.Therefore,the design of music brand visual image must take into account the new media communication environment,complementing traditional brand visual image design,and forming a linkage between traditional and new media communication,using design methods to better promote brand image dissemination.