The Designing Method To Create The Brand Image Of Xiang Embroidery

Xiang Embroidery is a traditional handicraft and cultural brand of Hunan province. From thirties of twenty century to eighties of twenty century, Xiang Embruoidery is always advancing among the others. But since the last century, the brand image of Xiang Embroidery has been blurred and its competitive ability has been weakened. At the same time, different forms of embroidery are tending to merge. Competition among Xiang Embroidery manufacturers become more fiercely as well as the Competition between Xiang Embroidery and other embroidery forms. As the technological threshold lower, more factories compete each other at a more equal status. The major competition factor changes from technology to appearance design. In other words, the value of the product is decided by their perceptual quality. The product design is responsible for the creation, deliverance and expression of perceptual quality. The age of creating new product and enterprise image by designers have come.The article divided into introduction and taxt. Based on the historic, cultural, merchandising, geographic and aesthetic origin of Xiang embroidery, we analyzed the designing culture as well as the market and brands at present. And then we proposed the designing strategy including the design of brand name and its logo, the symbolic colors, the product, the advertisement and the packaging. We proposed the development strategy of brand image for Xiang Embroidery enterprises including the Globalization, designing creation and the improvement of cultural additional value. We propose the method to effectively rebuild the image of Xiang Embroidery by creating product brand. In order to refresh and improve the Xiang Embroidery, it is necessary to mold famous brands of decoration embroidery using the brand strategy. Further more, we may provide a new thinking to protect and develop traditional handicraft.