Study On The Identity System Of Product With Brand

Nowadays, market competition is so intense with countless brands, and products fight each other as the main part of corporate and brand. Since long-time ago, enterprises expected to attract customers through unified brand image. Nevertheless, the users get rational cognition from product using experience. So they can't form brand loyalty just from advertisements and promotion activities. This article aims at developing bridge of product identity system to connect the brand and customers. In this way, customers would have deeper and more rational understanding on brand.The thesis firstly introduces the definition and functions of product identity as well as its visual elements and quality elements. The next chapter puts forward the idea that we should think of the brand image, product identity and customers' needs as a whole, which mutually affect. Then Product Identity System (PIS) handbook is established to support corporate brand promotion and new product development, with foundation of customer Utility & Attitude questionnaire, worldwide famous brands' cases studying and author's own experience from practical product design projects. Finally, methods of evaluating and maintaining are created to make corporate product identity adapting to this fast changing market and being helpful to the relationship of brand and customers.