Research And Application Of Product Identity Construction Based On Corporate Brand Image

With the age of product homogeneity and emotional consumption era coming, competition on products and price among enterprises has developed to struggle for the brand.How to constuct a complete,unified and clear product image to achieve brand differentiation while satisfying brand deand,is a "live and death" issue for the company.Firstly, beginning with the concept and composition of product image,the paper analyzes the the importance of visual elements in product image.Then,from the point of consumer behavior and cognitive psychology, the correlation and the relationship between the brand image and the product image are deeply studied in the system combined with brand image,product image and consumer. On this basis, the paper discusses the problem of product image construction with the "media"of the brand image, that is, through positioning product image, studying characteristics,establishing image board to make PI manual,also with the method of evaluation and maintenance to meet the ever-changing market environment, to provide a useful reference for design.Finally, an example of JEE PI design is given to verify the feasibility of product image construction,then the theory becoms operable in practice.