The Research of Innovative Design Strategy for Brand Image in the Digital Age

In the era of big data, consumers are flooded with a large amount of fragmented information, which makes brand image identity face huge challenges. When everything is developing dynamically, the brand image is no longer as simple as a logo. Therefore, what does the brand identity system mean at this time? The purpose of this study is to provide a feasible innovative strategy for brand image design. Based on the literature and previous study in this field, the development of brand theory is sorted out. Relevant branding cases were analyzed to summarize the definition and constituent factors of brand image and brand identity system. This paper also attempts to show the relationship between the changes of consumers and design strategies of brand image influenced by the development of digital technologies.