The Inspiration Of Information Asymmetry Theory To The Value Of Weak Brand

When the awareness of creating the independent brands is gradually established, we happen to be in the same period which we call the Internet revolution. But when looking back, the designers who have the responsibility to guide the lifestyle are not in the most prominent position. And we can seldom see the designers’names and design-driven brands in the emerging Internet brands. Perhaps this is related to the spirit of craftsman in their mind which leads them to low-key and concentrated. However, the designers face two everlasting problems in their career, namely, how to realize volume production and how to accurately meet the market need. And this confusion comes from the lack of communication between the groups, and can be explained by the information asymmetry theory. It derives from economics and later widely used in other areas, yet there is few thesis using it to explain the phenomena in design. Based on this, the article below starts from the existing problems in Chinese design market and try to analyze them from three views, online, offline, and 020. Brand is the moment of connecting, and is a useful way to catch the attention and lower the information asymmetry in the products. The brand construction is the main axis of the article, combining different methods, like, field research with online research, personal interview, doing internship in a startup, analyzing kinds of business models and cases to finalize the total research. The further research is mainly focus on two aspects:1.from the nation, industry and human nature to find the reasons of asymmetric information, and then use examples to show how brand can reduce the level of information asymmetry in the communication between designer products and market requirements.2 try to regard and find way to operate the graduation design of each design college as a independent brand, then find the creation and advanced possibility. In this part, the writer will separate the process into topic choosing, prototyping, exhibition, volume production, etc, different phases and come up with ideas for each phase, and finally design a platform framework(which can be developed into website or app)for solving and the communication among stakeholders around students in the graduation design.This thesis intends to form into a thinking and practical system which might be basic but can decrease the information asymmetry for designers. Although it starts from the graduates, it may contribute a bit in the following development of designer brands in China.