What Role Dose Product Indentity System Play In The Brand Management

By the closely 20 years development,chinese enterprise have already had very strong production ability.But the relationship between Chinese brand and products still catch own attention.This is exactly the problem which this paper will discuss.In the world which is abundant in products and same technology,competing in the market only by the price and technology of the product is already not enough. On the premise of material satisfaction,consumers have put forward more and more non-materials need(emotion need),and this kind of emotion need can be acquired by brand. This paper put forward how to establish a brand and how to carry on the brand management from the industrial design.At the same time, it points out that the problem-solving method is importing PIS into the all-directions brand management.The industrial design is not only the design of shape,it needed to cover more contents:from the function,appearance to the publicity and sales promotion, from researching the consumer toleading them-All of this need to be consided completely surrounding the brandestablishment,management and maintenance. This paper strats from the concept,essences and the contents of brand,discusses the contents of brand management and the operating principle. It puts forward setting up an all-directions brand management terrace through the brand core value and the brand core strategy.The all-directions brand management terrace includs concrete usage of brand core value and core strategy,the brand position and the brand assertion.The brand core make the brand character presents different characteristics and different brand propositionin in different position. And the brand proposition will make more effective brand expansion and popularization according to different products and consumers,finally attain the best brand management and brand worth. This paper also creatively put forward the standpoint of six-directions brand management terrace,and discussed how to figure the brand personality from the brand drive,brand core value and strategy. And it also discussed the concept, contents,functions and composing of Product Identity System(PIS).The all-directions brand management need PIS.Discussing from the cognition mode analysis of brand,this paper putting forward the concept of six-directions brand management terrace,including the sense of vision,hearing,taste,smell,touch and sense. Finally it discussed the method,applied strategy and area of PIS,including the functions and principles :systemize, relativity and stability.