The Research Of Product Identity-building Influenced By Brand Strategy

Since the 21th century, products distinction has been more and more smaller. But the mind of brand is unique because it represents a kind of conception which consumers prefer. So the competition has been transformed from corporations to brands. The corporation puts its products in the market by using brands. That means the product image must represent brand, must be uniform and particular.The brand explains itself mainly by products and advertisements. In order to build up a good brand image, make it influential and persistent, every corporation will take a different strategy on their own condition. So the product identity(PI) design will be influenced by the brand strategy. Because it is an important part of brand image. This paper started with basic mode of brand strategy, and analysed how to design the product identity which influenced by the brand strategy. Maybe we can discuss this problem by corporation management and brand. The corporation brand strategy can be classified as single brand strategy and various brand strategy.To a brand ,it can be classified as brand positioning strategy, brand extention strategy and brand internationalization strategy.How to design the PI? we can divide the mind of brand into core level and outspread level in a creative way and an opposite design principle. By this way,we can adapt the principle to a different relationship between product and brand as well as the position of one product in all. The product may be a representative one or an appendant one or an outspread one.Product identity design is not for a single product. Its goal is to make a bright and consistent image.That is why the style is necessary. The style can be described by language.And then .according to the design principle, we can give expression to this particular characteristic. By making distinguishable character, such as form character, color character, texture character and alternating character, we will build up product identity to express the mind of brand. In addition,the paper analysed how to extend the PI. First, analysing the necessity of PI extention in the eyes of the relationship between brand image and customers' perception. Second, analysing the inevitability of PI updating from the aspect of social factor, technology factor, fashion factor.The third,we should take care of some problems in the process of extending the PI. At last, analysing the condition of electrical appliance's PI in Chinese market to find out some existing problems and point out how to make it better.