Research on Brand Image and Derivatives Design Based on Cultural Genes
Objective Brand image and derivative products are the important carrier and media of brand culture and brand experience,the derivative of brand image,but also the derivative of brand culture,so it is very important to explore the brand culture gene behind it.Methods Based on the theory of meme,the design methods and strategies of brand image and derivative products were discussed.Results In the process of integrating brand material cultural gene,social cultural gene and spiritual cultural gene into brand image and derivative design,cultural and creative products conforming to brand culture and temperament were created.Conclusion The integration of brand image and derivative design into brand culture gene is helpful to explore and spread the"root"of brand culture and enhance the comprehensive influence of brand.