FIGURATIVE AND SYMBOLIC MEANS OF VISUALISING THE IDEA OF GLOBAL SOLIDARITY AND COOPERATION IN THE BRAND IDENTITY
DOI:
https://doi.org/10.32782/2415-8151.2025.35.55Keywords:
graphic design, brand identity, figurative and symbolic means, Belt and Road Initiative, co-operation, inclusiveness, brand image, design strategyAbstract
The purpose of this study is to identify figurative and symbolic means in the development of identity and in the creation of brand image in the context of the values of China's international Belt and Road Initiative. Methodology. This study was conducted using a combination of case studies and design practice. The case study is mainly used to understand how existing brands reflect the values of the Belt and Road Initiative in practical applications. The design practice is based on the case analysis to further validate and refine the proposed brand image design strategy, therefore, the methods of analysis, synthesis, comparison and processing of information were used. Result were the finding that brand image design consistent with the core values of the Belt and Road Initiative can significantly enhance the brand's awareness and reputation in the relevant countries and regions. By incorporating the values of cooperation, inclusiveness and common growth as the core elements of the design, it not only enhances the emotional connection between the brand and the target audience, but also promotes mutual understanding and respect in cross-cultural contexts. New perspectives and ideas for brand image design to play a role in communicating the values of the Belt and Road Initiative, building brand loyalty, and promoting intercultural communication and understanding are justified and proposed. Scientific novelty. This study proposes a design strategy corresponding to the core values, which provides new ideas and directions for the development of brands in the global market. The design strategies proposed in this study not only have theoretical value, but also have important practical significance, and can provide scientific and feasible operational guidelines and references for global brands. Practical relevance. This research will facilitate intercultural communication and understanding between audiences in countries and regions along the Belt and Road, and will help to foster mutual understanding and respect across cultural contexts. Design solutions to inspire and promote global brand collaboration for economic prosperity and cultural exchange are substantiated and proposed.
References
Akbar S.S. et al. The influence of product quality, product design, brand image on realme smartphone purchase decisions. Journal of Digital Marketing and Halal Industry, 2021. 3(2), pp. 121–132. https://doi.org/10.21580/jdmhi.2021.3.2.9331.
Bhoothalingam R. The Silk Road as a global brand. China Report, 2016. 52(1), pp. 45–52. https://doi.org/10.1177/0009445515613869.
Brauteseth B. L., Banik, D. Transplanting China's ecological civilization to the Belt and Road Initiative: What will it take? Journal of international development, 2022.
(4), p. 639–654. URL: https://www.researchgate.net/publication/363361427_Transplanting_China's_ecological_civilization_to_the_Belt_and_Road_Initiative_What_will_it_take
Calabrese L., Jenkins R., Lombardozzi, L. The Belt and Road Initiative and dynamics of structural transformation. The European Journal of Development Research, 2024. 36, p. 515–547. URL: https://link.springer.com/article/10.1057/s41287-024-00644-x
COSCO Logo. URL: https://www.anywayshipping.com/news/items/362.html
Chen H., Zhou N., Liu J. Brand image design strategies of Chinese enterprises in the Belt and Road countries. Asia Pacific Journal of Marketing and Logistics, 2020. 32(3), p. 547–565.
Gallelli B., Ghiretti F. The Belt and Road initiative in Italy: Five case studies. Bern: Peter Lang International Academic Publishers, 2023.168 р. URL: https://www.peterlang.com/document/1321488
George D. 'From Analysis to Design: Visual Communication in the Teaching of writing,' College Composition and Communication, 2002. 54(1), pp. 11–39. https://doi.org/10.58680/ccc20021473.
Guo H. Big Earth Data in Support of the Sustainable Development Goals (2022)—The Belt and Road. Singapore: Springer Nature, 2024. URL: http://www.cbas.ac.cn/en/publications/reports/202409/P0202409245557-89851950.pdf
Gupta Sahil and Gupta Sharad. Mindful effect of User-Centered design on brand image and brand equity. URL: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3907453.
Hu X., Ma X., Ma C., Lv H. The geoscience knowledge system, ontology and knowledge graph for data-driven discovery: Preface, Di xue qian yuan, 2023. 14 (5), p. 101592–333. URL: https://www.researchgate.net/publication/369573170_The_geoscience_knowledge_system_ontology_and_knowledge_graph_for_data-driven_discovery_Preface
Huawei Helps Operators Achieve Business Success in the Digital Age, China, 2024. URL: https://www.huawei.com/cn/news?page=2
Huawei's City Intelligence Body Creates New Look for County Smart Cities, China, 2022. URL: https://iphoneyun.com/newsinfo/4402005.html
Huawei Helps Operators Achieve Business Success in the Digital Age, China, 2024. URL: https://www.huawei.com/cn/news?page=
Iskandar M.S., Sholihat, K.Y. Role of web design for image brand toward business. IOP Conference Series Materials Science and Engineering, 2018. 407 p. 012050. https://doi.org/10.1088/1757-899x/407/1/012050.
Jiang L., Zhang G., Zhang H. The role of the Belt and Road Initiative: New opportunity for Chinese exporters? World economy, 2023. 46 (6), p. 1609–1647. URL: https://onlinelibrary.wiley.com/doi/abs/10.1111/twec.13353
Khoo L. C., Datta A. Perspectives of global and Hong Kong's media on China's Belt and Road Initiative, 2023. URL: https://arxiv.org/abs/2312.17013
Kuaishou Logo. URL: https://mp.weixin.qq.com/s/DtEXkpSM-QqqeiwqKtBBXQ
Lee H., Lee C., Wu C. Brand image strategy affects brand equity after M&A. European Journal of Marketing, 2011. 45(7/8), pp. 1091–1111. https://doi.org/10.1108/03090561111137624.
Li H. 2021. Visual Communication design of digital media in digital advertising. Journal of Contemporary Educational Research, 2021. 5(7), pp. 36–39. https://doi.org/10.26689/jcer.v5i7.2312.
Li Q. Shaolin cultural brand under the background of the belt and road initiative. https://dvkjournals.in/index.php/jd/article/view/3518.Yang J., Guo L. Digital technology and brand image design in the context of the Belt and Road Initiative. Journal of Global Marketing, 2022. 35(2), p. 187–204.
O’Connor Z. Colour, contrast and gestalt theories of perception: The impact in contemporary visual communications design. Color Research & Application, 2013. 40(1), pp. 85–92. https://doi.org/10.1002/col.21858.
Wang X., Xiao J., Xian, D. Research on Chinese Brand Building of Major Projects under the Background of the Belt and Road, ICCREM 2021, pp. 216–223. https://doi.org/10.1061/9780784483237.026.
Yu G. et al. Innovative application of new media in visual communication design and resistance to innovation. Frontiers in Psychology, 2022. 13. https://doi.org/10.3389/fpsyg.2022.940899.
Yuan, P., Krotova T. Visual and graphic tools for effective communication in the context of the values of china’s belt and road international initiative. Art And Design, 2023(2), pp. 72–82. https://doi.org/10.30857/2617-0272.2023.2.7.
Yudhanto, S.H., Risdianto, F. and Artanto, A.T. Cultural and communication approaches in the design of visual communication design works. Journal of Linguistics Culture and Communication, 2023. 1(1), pp. 79–90. https://doi.org/10.61320/jolcc.v1i1.79-90.
Zhang H. The optimized development of China's service industry in the “Belt and Road” regional value chain: A social network analysis, The American journal of economics and sociology, 2024. 83 (1), p. 293–323. URL: https://onlinelibrary.wiley.com/doi/10.1111/ajes.12548
Zhang X., Li H., Wang J. Cultural adaptability in cross-cultural brand image design: A study on the Belt and Road Initiative. Journal of International Marketing, 2019. 27(2), p. 147–166.
