“邵阳红”品牌形象数字化设计的路径分析

Pathway Analysis of“SHAOYANGHONG”Brand Image Digital Design

随着数字经济蓬勃发展,品牌数字化设计已成为品牌塑造与传播的重要方式。“邵阳红”品牌形象虽具雏形,但仍囿于传统打造思路,未精准对接当代年轻消费者多元化需求。“邵阳红”品牌正处转型升级关键时期,迫切需要创新与变革焕发新生,实现品牌的自我成长。文章从视觉识别系统的数字化重构、品牌传播渠道的数字化拓展以及品牌用户体验的数字化渗透三方面,探寻“邵阳红”品牌形象数字化设计新路径,以期为区域公共品牌建设提供新思路。

With the boom of digital economy,brand digital design has become an important method for branding and communication.Although the brand image of“SHAOYANGHONG”has taken shape,it is still confined to traditional patterns and has not accurately met the diverse needs of contemporary young consumers.In the critical period of its transformation and upgrading,“SHAOYANGHONG”brand urgently needs innovation and reform to rejuvenate and achieve self-growth.The article explores new pathways for digital design of“SHAOYANGHONG”brand image from aspects of the digital reconstruction of the visual identity system,the digital expansion of brand communication channels,and the digital penetration of user experiences,to provide new ideas for the construction of regional public brands.