Product Brand Personality Identification Based On Visual Perception

Brand personality is the key element of product brand, and it plays an important role in product strategy. Brand personality has been widely used in many famous companies as Benz automobile, Nokia mobile phone etc from the point of visual identification, and it has done much favor for these companies. For these companies, brand personality is just used by intuition so that it can be identified, accepted and approved by many users. Thus these work aren't carried out in a system and scientific manner. In addition, scientific research on brand personality is just in progress. In a word, it is fatal for companies and researchers to study brand personality from the point of visual identification.The study in this paper will discuss how to identify and obtain product personality from the point of visual identification. It relates knowledge from fields of Artistic design, Psychology, computer science, management, media industry, etc. In this paper, brand personality is composed of personality characteristics and product image. Personality means excluded characteristics owned by certain brand, which make the brand differs from other brands. Product image means specific images which owned by a brand and excluded by other brands. This paper will discuss product brand personality from six parts.The 1st part is the 1st chapter and it related background of this paper. Then some existed studies was introduced. These studies include cultural element identification, product identification, face identification, Kansei engineering, image scale, corporate identification and brand personality. Furthermore, aim and frame of this paper was proposed.The 2nd part is the 2nd chapter. In this part, he visual identification mechanism of product brand personality was proposed. This part mainly includes four topics. The first topic is characteristics, operation and obtainment of product image. The second topic includes processing, choosing, wrapping and identifying of product characteristics. The third one mainly relates identification model of product characteristics. And the last one is mainly about identification rule of product characteristics.The 3rd part includes chapter 3 and chapter 4. In this part, personality characteristics of product brand were discussed based on 1st and 2nd parts. Constitution of product characteristics was analyzed and identification of personality characteristics was discussed, and then obtainment method of was proposed. In chapter 3, Juki, Zoje, Singer and Brother sewing machines are regarded as examples. Cognitive experiment was applied to product form characteristics which were easy to be recognized. Consequently, personality characteristics of each brand and sub-brand were obtained by using classification tree method.Based on study of chapter 3, personality characteristics protypes were regarded as identification criteria in chapter 4. And then identification model was set up to recognize a product's . In chapter 4, the notion, basic theory and method of product characteristics protype was proposed. Industrial sewing machine was regarded as examples, and methods as BP neural network etc were applied to set up identification model. Furthermore, recognized experiment was used to test efficiency of the model, and the result shows that the model is reasonable and effective.Part four contains studied in the 5th and 6th chapter. Based on studies in part 1 and part 2, product image identification in brand personality was mainly discussed. In chapter 5, mind structure of product image was analyzed. In addition, the relationship was set up, which include relationship between product whole image and sub-image, sub-image and constituted elements. Sun-glasses were regarded as examples, and multiple adjusted regression splines were applied to set relationship between product whole image and sub-image. According to this relationship, the most optimal sub-image was selected. Regression tree method was used to obtain the relationship between sub-image and product characteristics. At last, product characteristics relate to the most optimal sub-image was obtained.Based on existed studies in chapter 6, identification structure and method of product image were proposed by combing structure of product brand and characteristics of brand personality. In chapter 6, it aims to product image of each brand. In order to attain this aim, cognitive experiment was firstly used to obtain product image data, and classification tree method was applies to obtain product image related each brand. In addition, regression tree method was used to match the relationship between product image and product characteristics. As a result, product characteristics with brand personality were obtained.Part five related to chapter 7 in this paper, and it is based on studies in part 1, 2, 3 and 4. Industrial sewing machines were regarded as examples, and the brand personality identification system based on visual perception was set up. This system was composed of two sub-systems. One sub-system is personality characteristics identification and another is product image identification. The system proves that theories, methods and technologies in this paper are effective and reasonable.The 6th part is equal to chapter 8 in this paper. Studies in this paper were concluded, and some studies which should be carried out in future were analyzed.