How to assign to the products brand with deep cultural connotation of.docVIP

 PAGE \* MERGEFORMAT 7 How to assign to the product’s brand with deep cultural connotation of A product you want to become bigger and stronger, the first step is to brand development for the future and lay a good foundation, this foundation is the key to the brand name and its unique cultural connotations. The brand’s core values to extract? The cultural connotation of the brand how to dig it? If they are direct excavation difficult, but also how to graft? In this article I will use the ‘flying’ to do a set of planning cases. Lanzhou has a quite well known Asia-Pacific real estate companies, would like to Dunhuang for the cultural background of the establishment of a ‘flying wine’ company. Liquor by the well-known planning expert Mr. He Zuqi the invitation, the author participated in one of the brand planning. Is well known: the Buddhist art of Dunhuang is the Holy Land, while the ‘flying’ is a symbol of Dunhuang culture, religious mythology, while flying in the sky while scattered in the hands of flowers, very fragrant with the smell of body fragrance sounds divine, but also played while flying edge all kinds of musical instruments, beautiful gesture, the music gods, and the wine culture can not have a direct association. On this basis, must be dug out of the rich wine culture of the brand connotations, this is a big problem, and fly directly in the Dunhuang do wine articles obviously does not work, so we set back from the center spread to the grafted to the overall planning ideas, specifically the performance as follows: The main copy: With the moon cup, copper, iron, metal, leather bags and other material as the bottle material, with the Dunhuang culture, and design as the background in the form of relief to show the story of many thousand years pass: Flying - Loulan; Flying - Yang Guan; Flying - Yang Guan; Flying - Qilian; Flying - Jiuquan; Flying - Silk Road; Flying - Western Region; Flying - Tianzhu; Flying - Goddess of Mercy; Flying - Buddha (fu) w