Research On The Characteristics Sustainability Of Brand Mobile Production

Modern enterprise finished the process of market through the brand building. Product designed is used for express the sustainability of brand connotation. Now, the problem of shape product image is: In the current skill and technology production platforms, How to establishment the specific characteristics of it. And how to continuous and appropriate use of these characteristics for enhance the ability of product identify. Not only keep the flexibility of market and the innovation of products, But also shown the recognition in the future design. Only in these ways we can have a continuous brand image and give our enterprise a sustainable development.The extension of brand products is a necessary condition to ensure that the brand recognition can achieve a desired effect, Though the continually using of identification of elements, shape, color and texture to shape the differences and uniform product image. And make the brand products can come to the fore from a number of similar products to win the favor of costumers.In this paper, the background is highly competitive Chinese mobile market, Analysis the necessity for the extension of brand product characteristics. Choose the highest concerned brand Nokia and SonyEricsson for the study, though collection parts of typical product and extract elements of the characteristics of mobile modeling Use Design Format Analysis to find out the times of brand identity characteristic appears in a wide range of products. For analysis the fitness degree of brand products characteristic between preceding and following product .And finally reached the range of appropriate degree for brand product characteristic extension.The first chapter of the thesis makes an overall summarize for the content and direction of this paper. Includes the background, purposes, significance, research methods and thinking framework of the study.The second chapter and the third chapter use brand as a starting point. On the one hand, starting from the history of the brand, describes the current status of brand in competition enterprise. And respectively put forward the importance of brand characteristic identity and product image identity. On the other hand, further as the extension of brand characteristic to research object. And then, there is a further research about the source and influencing factors of the brand characteristic identity theory.The fourth chapter and the fifth chapter are from the view of products, first of all, have a depth understanding of the situation of China mobile market, then extract a typical brand and its typical series as the research object. Finally, use the DFA (Design Format Analysis) theory analysis and collation the brand characteristic elements which we selected, then results the appropriate range of the extension of brand product characteristics.