Extraction Method of Brand Symbol Features from the Perspective of Digital Culture

Abstract

The popularization of modern information technology has driven the rapid development of digital cultural services. The brand symbol is the core part of the brand and the bridge between enterprises and consumers. This paper mainly adopts the online questionnaire survey method, takes the brand symbol as the research object, takes two pairs of competitive brands in soft drinks as the research case, focuses on the TV advertisements of the four brands of Coca-Cola and Pepsi, Wanglaoji and Jiaduobao as the main blueprint, and according to Need, a throwback to Coca-Cola and Pepsi's highlights in brand symbol building. The purpose of this paper is to take the long-lasting brand as an example, and summarize the characteristics of the brand symbol in the context of visual culture from the analysis of the current situation and development process of the long-lasting brand symbol. According to the online survey conducted in this article, only a little more than 25% of the people understand the ins and outs of the "Wanglaoji" trademark competition, what consumers want is simple key information.