1. Enterprise identification system

After the brand building is completed, we will enter the second stage-brand packaging. When it comes to brand packaging, you can't help but think of CIS. In tourism, successful enterprises that introduce CIS should first promote "Guangzhou Tour". It is the successful application of corporate brand strategy that makes "Guangzhi Tour" become one of the top ten travel agencies in China from obscurity. In recent years, Chengdu, Hangzhou, Dalian, Wuhan and other cities have tried to establish their own brand image. Among them, Chengdu's "Oriental Eden", Hangzhou's "Leisure Capital", Dalian's "Romantic City", Guangzhou's "Nandu" and Wuhan's "Oriental Chicago" all had certain influences. Even some medium-sized cities (such as Deyang) invited our company to systematically plan the regional image. Therefore, CIS has developed from a small CIS to a large CIS, that is, C (legal person), which originally represents enterprises, has expanded to C (county or city), which represents villages and towns. CI image is not only a single enterprise or scenic spot image, but also a comprehensive regional image.

1. 1 visual recognition system (6)

VI is to package the brand from a visual perspective, which consists of LOGO, poster, display board, promotional film, brochure and so on. VI design should focus on the theme positioning of the brand, and express the visual image of the brand connotation by means of modeling, color and font deformation.

In the LOGO design of Deyang project (see figure 2. 1), the simple letter DY has a strong sense of metal rigidity and tension, which represents the theme positioning of Deyang as a masculine leisure capital. The pattern of Sanxingdui mask on the Y also highlights Deyang's most representative tourism resources. The change of Deyang in Chinese characters also highlights the concept of masculine sunshine. Orange green embodies the brand theme connotation of ecology, nature, vitality and health. The theme of the exhibition board design (see Figure 2.2) is to show Deyang's most attractive tourism resources, and at the same time convey Deyang's avant-garde, fashionable, dynamic and mysterious brand perceptual information to potential tourists.

1.2 Mental identity system (MI) and behavioral identity (BI)

At present, many enterprises attach more importance to VI than to MI and BI in the process of CIS design. As a complete CIS system, MI and BI are also indispensable components. MI pays attention to the spread of enterprise spirit and ideas in the process of brand communication, and also needs to have its own brand ideas for tourist destinations. For example, the brand of Deyang Tourism is spreading the ideas of ecology, nature, vitality and health, and its core brand connotation is to advocate an active and healthy leisure concept and lifestyle. The application of BI in tourism is mainly to standardize the reception behavior of employees and consciously realize the brand connotation of citizens' behavior, thus interpreting the humanistic connotation of the brand.

slogan for propaganda

In the process of brand communication, good advertising language is of great significance to the communication of tourism brands. "Leshan, Le Shui, Le Xiaoyao" vividly publicized the tourism image of Leshan, Sichuan. Advertising language is usually refined around the brand theme, and the rhyme and catchiness of advertising language are very important.

For example, "Surprise the ancient Shu culture and experience masculine leisure", the surprise and experience in the advertising language form a dynamic correspondence, and the "exploration" treatment of surprise completely conforms to the technical concept of borrowing words for concepts in advertisements.

3. Auditory packaging

The common method of brand auditory packaging is "let tourism insert singing wings". Examples of successful tourism are: "A Journey to Wuxi" sung by famous Japanese singers made groups of Japanese come to Wuxi with songs; Popular tourist songs, such as The Beauty of Taihu Lake, On the Sun Island, Please Come to the Tianya Haijiao, I Want to Go to Guilin, etc., are all excellent works created unconsciously, and these songs objectively benefit the scenic spots involved, which can be described as "inadvertently inserting willows into the shadows". With the development of tourism, the role of tourism songs gradually shows its market value, so some tourist attractions and tourism enterprises have invested in professional songwriters to "tailor-made" auditory signs for them, making the creation of tourism songs enter a new period of conscious creation. It is worth noting that tourist songs must be integrated with scenes. Combining some ideals, pursuits, or thoughts and feelings in the landscape is the most touching place.

4. Taste packaging

Taste packaging is mainly the brand packaging of "food" in the six elements of tourism, which makes it have the unique characteristics of tourist destinations. For example, we designed a series of "Shengyan" tourism commodities in Fangshan project planning-holy water, holy tea, holy fruit, holy wine, holy rice and so on. The "red and white tofu" in Deyang project is to taste and brand the food in tourism commodities. Brand taste packaging can be one of the important factors that affect tourists' purchase decision in a specific environment.

5. Yijue packaging

Italian packaging refers to the situational and experiential packaging of brands and products. Intentional packaging can be achieved by creating the environment, designing the scene and completing the process. Emphasize interactive participation and integration, establish personalized and unforgettable connections for tourists, establish a closer relationship between tourism products and tourists, fully interact and activate, and realize a spiritual emotional appeal and affinity. In the Liuzhou-Chengyang Bazhai project planned by our company, the project development, product design and amusement mode all adhere to the principle of interactive experience, and the customs are scene-based, so that tourists can have their own, unique and unforgettable feelings in the process of participation, so as to achieve immersive and empathetic effects and realize the three-dimensional comprehensive customer experience of Dong customs.