To Enhance The Brand Value-oriented Design Research

For a long time, the strategic position of the design in Chinese enterprises has received little attention, although the vast majority of enterprises have always had a large number of human and financial expenditures in design. But because the design has not been up to the strategic level of enterprises, there is no department or leader who can coordinate and control different aspects of the design, which often makes the information conveyed by design difficult to play an important role for the enterprises. So the enterprise will not form a distinctive brand impression in the minds of consumers, and will not have greater influence and purchasing power among the consumers. In the long run, that will lose the opportunity to establish or enhance the brand value, and may also result in the loss of competitiveness in the market, which causes the enterprises to move towards a downhill, and eventually to face the crisis of closure or bankruptcy.As far as I am concerned, design itself actually is not only a multi-level, multi-sided composite system, but also a comprehensive measure to solve problems. It should not be known as the specific and even narrow design activity. Under the condition of globalized market economy, the success for the enterprise or product is no longer owing to the burst of inspiration of individual designers. However, success is based on a series of elaborate plans and arrangements by design, because they will indirectly build and enhance the brand value by directly increasing product-added value.Brand value is the core part of the brand management, and the important symbol to differentiate those similar product of other competing enterprises. In the new era, design is for production, production for marketing, and marketing for the consuming, so the ultimate goal for design is helping to bring about consuming, which will also eventually not escape the manipulation of the market. Therefore, the establishment and enhancement of brand value is particularly important. The design, production and consumption cannot do without elaborate planning and designing. There are important changes taking place in the designer’s free creative work. It plays an extremely role in enhancing the brand value to create more added value by the design means during designing activities.