The Research On The Emotional Value In Brand Identity

To survive from the continuous change of market competition, and get a development, it is of high importance for an enterprise to enhance the brand competition. One important mean for enterprise to build strong brands is to program a brand identity system. Brand identity is founded on the basis of Market Positioning theory set by famous America business master Al Ries, Jack Trout, and acts as an important branch theory aiming at Marketing. In the area of design it is brought up as a composition of design management. The key of brand identity is to meet the customers′demands such as demands for functional, emotional value, self express, and so on. Among them, the emotional value demand is a very important part, which has especial meaning for the establishment of enterprise brand identity system, and has a major affection to form the enterprise brand diversity.The paper covers several fields, like philosophy of value, psychology, product semantics, and so on. And it makes a deep research on brand identity theory,customer value theory and people's emotional demands. The innovations of this paper are having built the delivering model of emotional value in brand identity system; having Summarized main emotional types delivered by enterprise′brand and having made a detail study on crucial feature about component parts of the brand identity system which based on different emotional type; The most important result of this paper is having built the brand identity system established through customers′various emotional demands and finally I apply the methods and results through the research of this paper into practical project of Hunan Jintian shengkang company to set up a system of brand identity, Combining the theory with the practice. My project of disinfectant machine in this practical project is also chosen by the company and put into production.It has already been well studied on application and research of theories practically in Western country. The theory which referred in first sentence is customer'emotional value demands and enterprise'brand identity. While it is still a barely new topic for the domestic enterprises to realize the importance of building a well brand identity system and offering the customers chances to practice various emotional values. Some means and outcomes based on customers′emotional value demands for planning brand identity which concerned in this paper might bring a brand new visual, and offer some useful preference for home enterprises to set up brand construction.