The Design Narrative and Communication Strategy of Nanjing Cultural Symbols in Brand Building
Abstract
This paper deeply discusses the design narrative and communication strategy of Nanjing cultural symbols in brand building. Firstly,
it introduces the research background and purpose, and outlines the classification and characteristics of Nanjing cultural symbols, including
the uniqueness and historical nature of historical architectural cultural symbols (such as Nanjing Ming City Wall) and folk cultural symbols
(such as Qinhuai Lantern Festival). Then it elaborates on the design narrative in brand building, such as the use of cultural symbols by local
Nanjing brands in graphic design and color selection, and the construction of brand image by design narrative, including enhancing brand
value through story-telling and evoking emotional resonance. Then it analyzes the communication strategies, including advertising and news
reports in traditional media, and the interactive communication of social media and short videos in the new media era. Finally, it summarizes
the research conclusions and looks forward to future research directions, such as deeply exploring more cultural symbols, cross-domain cooperation, consumer behavior research, international communication and comparative research, and sustainable development research.
it introduces the research background and purpose, and outlines the classification and characteristics of Nanjing cultural symbols, including
the uniqueness and historical nature of historical architectural cultural symbols (such as Nanjing Ming City Wall) and folk cultural symbols
(such as Qinhuai Lantern Festival). Then it elaborates on the design narrative in brand building, such as the use of cultural symbols by local
Nanjing brands in graphic design and color selection, and the construction of brand image by design narrative, including enhancing brand
value through story-telling and evoking emotional resonance. Then it analyzes the communication strategies, including advertising and news
reports in traditional media, and the interactive communication of social media and short videos in the new media era. Finally, it summarizes
the research conclusions and looks forward to future research directions, such as deeply exploring more cultural symbols, cross-domain cooperation, consumer behavior research, international communication and comparative research, and sustainable development research.
Keywords
Nanjing cultural symbols; brand building; Design Narrative; Communication strategy
Full Text:
PDFReferences
[1] Zhang Yiming, Urban Cultural Branding from a Semiotic Perspective - Taking Nanjing as an Example, Nanjing University Press,
2018.
[2] Li Huawei, A Study on the Interaction between the Development of Nanjings Cultural and Creative Industries and Urban Brand Building, Southeast University Press, 2019.
[3] Wang Qiang, The Communication of Nanjings City Image and the Application of Cultural Symbols in the New Media Era, Jiangsu
Peoples Publishing House, 2020.
[4] Zhao Xiaolin, The Inheritance and Branding of Nanjings Intangible Cultural Heritage, Nanjing Normal University Press, 2017.
[5] The Expression of Cultural Symbols in Urban Brand Image Design - Taking Nanjing as an Example, Sun Haitao, Hohai University
Press, 2016.
DOI: http://dx.doi.org/10.70711/eer.v2i6.5451
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