Maintenance And Innovation Of Products' Brand Semanteme

With too much emphasis laid on the VI part, the traditional concept of CI has, in its practical popularization, witnessed great ignorance on the product itself, the most direct media between the brand and consumers. Under this influence, enterprises are pursuing one-sidely to improve functions of the products and monopolize the market merely by the strength of technology. However, with the rapid development in science and technology, the technical gap among large enterprises with strong economic power is getting narrow nowadays, resulting in the homogeneity of products. Therefore, it has gradually come to people's realization that the product design does much good to the establishment and popularization of the brand identity.This research attempts to comprehend the brand semanteme of the product both from levels of content and expression and with the view of product semantics. Through approach to the communicating process of the semanteme, the writer would suggest that the establishing process of brand semanteme coincides with that of the brand's cultural code. From progressive research on the three levels, namely the symbolic form, symbolic structure, and symbolic meaning, the writer intends to conduct a discussion on the maintenance of the brand semanteme, the application of a dynamic idea in comprehending this and settlement of the contradiction between maintenance and innovation applying a developmental viewpoint, and ultimately, the realization of the brand's sustainable development.