Research on Construction Path of Regional Cultural Brand Image Based on Two-axis Analysis Method
This paper aims to use intangible cultural heritage handicrafts as an important rural cultural resource for brand empowerment and explore the building path of rural cultural brand image with regional characteristics from the perspective of semiotics,with a view to providing a certain logical method and design thinking reference for brand image building.This paper uses the cultural image cognitive experiment to screen the cultural symbols of"regional culture"and"intangible cultural heritage handicrafts"as the common elements of brand image and analyze the personality elements of the brand through a design survey.Based on Saussure's two-axis analysis method,brand personality elements and common elements are put together in two axes to deduce and translate brand symbols.A brand symbol database with two dimensions of individuality and commonness is established,and a two-axis derivation model of brand symbols is constructed,completing the design practice of"Zhi Bu Zhi Zhu,"a regional cultural brand in southeast Guizhou.Finally,we draw the following conclusion:The cultural brand image with regional characteristics is composed of two-dimensional symbols:common elements and individual elements.With the help of semiotics,the common elements and individual elements are put together in Saussure's two axes for deduction and translation,which can better guide the design practice,enhance the spiritual connotation of the brand image,and achieve unity of form and rhyme.
Regional cultureIntangible cultural heritage handicraftsCultural symbolTwo-axis analysis methodBrand image design