Research On The Brand Image Design Of The Time-honored Brand "liuWeiZhai" From The Perspective Of Image Narrative

As a concentrated representative of Chinese brands,time-honored Chinese brands have a long history and profound traditional cultural deposits,carrying the persistence and innovation of generation after generation.Under the background of the revival of traditional culture and the improvement of national cultural confidence,the development of time-honored brands has ushered in new opportunities.At the same time,with the improvement of people’s living standards,consumers pay more and more attention to quality,aesthetics,service and experience.How to break the "old side" image status quo of time-honored brands,deal with the balance between inheritance and innovation,and involve image narrative may become an effective means to revitalize the image of time-honored brands.And how to use image narrative design techniques to find a way out for the image design of time-honored brands and tell good stories to consumers is an important research content of this topic,which also conforms to the current brand development needs of telling good Chinese stories and spreading Chinese culture.Taking the time-honored brand "Liu Wei Zhai" as an example,this paper tries to upgrade the brand image design from the perspective of image narrative,trying to help the time-honored brand to enhance the market value and reproduce the cultural charm.Firstly,literature research is used to sort out the related concepts of image narration and time-honored brand image design,explore the characteristics and significance of their application in the design of time-honored brand image,and demonstrate and analyze specific application cases,so as to provide ideas for the subsequent practice.Secondly,field investigation and market research on the brand image of the research object "Liu Wei Zhai" are carried out to find the existing problems of the brand image of "Liu Wei Zhai" and consumers’ demands for its brand image.Based on the above research,the principles and strategies of brand image design of "Liu Wei Zhai" from the perspective of image narrative are proposed.Guided by the principles of inheritance of cultural gene,difference of brand symbols,symbolization of local culture and inspiring of image narration,the strategy of brand image design of "Liu Wei Zhai" is systematically discussed from four aspects,namely narrative theme,narrative content,narrative situation and narrative media.Finally,according to the guidance of the above principles and strategies,the image narrative elements are extracted,and the feasibility of the application of image narrative in the image design of time-honored brand is verified in the design practice.This subject is a case study and practice of the brand image design of the time-honored brand "Liu Wei Zhai",which is also a reflection on the path and method of the current time-honored brand image design.By means of image narration,we can deepen consumers’ cognition of time-honored brands,make time-honored brands adapt to the development of The Times,and help traditional culture to spread and inherit better.