The Research On Construction Of Product Identity System Based On Semantics

With the continuous increasement of consumers' demand in the era of media, the trend of homogenization of products appears more distinct and companies. Accordingly, companies have to improve the identifiability of their products to adapt to this vehement competition. Obviously, product identity is not only the core of the business recognition but also the best window displaying the company vision to the consumers.This article firstly cards theories of product identity, improves the composition of the product identity and finally proposes four management principles of the strategy of product identity by proving the intrinsic link of product identity and brand identity. It also describes the importance role product identity plays in the corporate strategy and discusses the tread of the development of product identity in the future.Product identity, which is resulting from the process of consumers' intuition and inference to the material form of products, is actually also the process of the encoding by a designer and decoding by a user. In this article, the concept of semantic transformation is introduced to provides rational supports for designing of product identity.This article also analyzes the possibility of image designing by using the modes of semantic transformation resulted in the product resolving, and furthermore, tries to refine the modes.Based on the depth resolution of the nature of the product identity, the last half of the article puts forward the concept of dominant and recessive characteristic features to build a scientific and systematic analysis model of product image. In the end, it analysis the case of the designing strategy of product identity in Nokia and tries to prove the possibility of using this method by designing a derivative product.