Research on Consumer Needs of LINE Brand Based on Internet Brand Cultural Code and Touchpoint Design Theory

Abstract

Brand image design is a personalized image design created based on the recognition of the brand. A complete brand image includes product level, visual level, cultural level, service level, etc. How to help consumers find a sense of brand belonging is an issue that companies should consider. Extending the communication of brand information to various media to achieve comprehensive and in-depth brand communication is the top priority of brand design and communication. With the rapid increase in mobile Internet users, digital marketing of brand image has attracted the attention of more and more enterprises and design companies. The diversification of new media channels has driven the constant growth of mobile brand advertising design. Mobile marketing technology has changed the design model of brand image. The development of mobile Internet has fundamentally changed the traditional way of brand image design. When a brand has a powerful mobile Internet platform, the ways to enhance the recognition of the brand’s visual image and the value of the brand become more diverse. Today, mobile devices have become a necessity for young people. Attracted by mobile new media, young people have rediscovered their self-worth, subverted traditional lifestyles, and become a generation that changes mass consumption behavior. Therefore, we should pay attention to changes in the environment of brand image design, grasp the living habits and consumption needs of consumers, especially young consumers, and analyze the underlying consumer behavior. These are required courses for studying the trends of brand image design and brand strategies under the Internet wave. LINE is an important social software that is popular in Asia, and its unique Internet development model is worthy of study and reference. Especially in Japan and South Korea, where the anime industry is developed, this brand design style based on anime characters is highly sought after by young people. The main focus of this study is LINE’s brand touchpoint design and cultural code. The research methods mainly include conceptual analysis, theoretical research, and comparative research. By analyzing LINE’s touchpoint design, the origin and derivative functions of LINE’s brand design, the roles of LINE’s consumer environment and individual influencing factors in the cultural code, and the analysis of LINE’s consumer needs based on Maslow’s hierarchy of needs to grasp its Internet brand design strategy and marketing model, so as to provide important insight and reference for the development of other Internet brands.