Analyzing the Visual Characteristics of Chinese Food Brands from the Perspective of Traditional Cultural

This study analyzes the visual characteristics of the top three brands in China's pickle industry, and focuses on how traditional brands combine traditional cultural elements with modern design techniques to enhance market competitiveness and cultural communication effect. The questionnaire designed based on the brand equity theory of Aaker was used to conduct an in-depth analysis and evaluation of the brand image of three pickles brands through five factors: traditional brand cultural inheritance, integration of traditional cultural elements, modern design innovation, brand awareness and consumers’ emotional resonance. In addition, through the questionnaire survey and the construction of brand image optimization model, the important role of cultural inheritance and modern design techniques in enhancing brand awareness and arousing emotional resonance of consumers is revealed, which provides theoretical and empirical basic data for the optimization of Huaimao pickles brand image.