Studies On Brand Image And The Social Associations

Be living the rich material society,our requirements for goods have been turnedfrom material to spirit gradually, the consumption viewpoint of the people also bydegrees lays particular stress on to the perception through the reason . The brandbecomes the important reason that we choose a certain goods. Some sociologiststhink that all material occupation have certain social effects, modern consumers payattention to the symbolic meaning of the goods more, but not simple function orrational factor.The brand may transform a certain symbolic meaning on goods through hisimage building . Though a lot factors influencing brand image, from the mostevident angle, the vision figure is the most direct factor. The specific vision andadvertisement contact brands and its social associations .So moulding brand imagewill be through professional visual expression by sociology angle to achieve the goal.The subject research purpose of this text is to pay close attention to the visualcommunication design in terms of sociology, regard studying the brand image as themain content and research the visual factor of influencing the brand image in therelation between the two.Different life styles reflect different social images. In modern consumptionsociety, people's choice to brand affect by life style factor, consumer get used toexpressing one's own life style and reflecting one's own social image by consumingbrands. So this text has enumerated the life styles of some different groups, toanalyse the visual element that embody life style and social image, for instance color,characters, image, etc., and study the moulding of brand image through the visualcommunication design's angle such as logo, packaging, advertisement, etc.