IP IMAGE DESIGN PRACTICE OF XIZHOU AGRICULTURAL PRODUCTS BASED ON BRAND NARRATIVE THEORY
Based on the brand narrative theory,the article aims to explore the method of brand narrative theory in the brand image design of agricultural products for the practice of brand image design of agricultural products in Xizhou,and to provide a new thinking for the brand construction of agricultural products.Starting from the concept of brand narrative theory and its design features,with the help of the thinking logic of brand narrative of agricultural products IP image,the application path of brand narrative theory intervening in the design of agricultural products IP image is sorted out;at last,relying on the practice of designing agricultural products IP image in Xizhou,the brand narrative strategy of its agricultural products IP image is summarised.The brand narrative theory builds a systematic logical framework of brand cognition from the aspects of brand culture,image shaping and communication strategy,aiming to provide a scientific design strategy for the design of Xiwu Valley's agricultural IP image.Through the design practice of Xiwu Valley IP image,we aim to enhance the user's perception and experience of the brand IP image and at the same time increase its market recognition and value,which provides empirical references and strategic guidance for the design of agricultural brand IP image.
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