Research on Cultural Symbol Reconstruction and Brand Design of Brown Sugar Brands in the Context of Generation Z

Abstract

This thesis focuses on the design of brown sugar brands under the context of Generation Z. Based on the unique consumption characteristics and behavioral patterns of Generation Z, and integrating brand positioning theory, cultural semiotics, and integrated marketing communication theory, it systematically proposes a three-dimensional strategy for upgrading brown sugar brands for Generation Z, and explores its implications for the traditional food industry. Through theoretical analysis and case studies, this paper reveals youthful strategies in brand positioning, image shaping, and channel expansion, providing theoretical and practical references for the development of brown sugar brands and the traditional food industry in the new consumer era. The study shows that by reasonably reconstructing cultural symbols and innovating brand design, the competitiveness of brown sugar brands in the Generation Z market can be effectively enhanced.