On Design Identity Of Mobile Between Nokia And Moto

There's no doubt that brands have been the core of international manufacturing enterprise. But in our country the brand can't work well because of the absent of macroeconomic environment, the brand positioning, the awareness of brand, the core technology and the development capabilities.We can improve firms' brand System, brand value and awareness by establishing an integrated Design Identity System (DIS). The goal of the Design Identity is the identification of brand and the identification of Product which through the Visual Identity to increase its extended meaning and connotation and finally achieves a Mind Identity which meets the creation and sensibility concerning about users.Along with the rising up of the mobile phone industry in china, mobile phone design becomes a bottleneck to the Chinese company which takes part into the competition of extra worth. Design Identity certainly should be an edge tool in brand competition.In this passage, System Theory, Typology, Semilogy and some related theories are used to discuss the relationship between brand manage and control Design Identity System by selecting two well-known brands such as Nokia and Motorola, treating mobile phone is as an operating system, and studying the Product Identity, Visual Identity, and Mind Identity. This study is the application of brand building in manufacturing enterprises, so the product is important. This paper studies the features of handset and its process of evolution by comparing and analyzing sections of Nokia and Motorola handset produced from 2001 to 2007. The result shows that the unity and diversity of Product Identity and Visual Identity attached to the criterion and permanence of Mind Identity throughout the Product Identity and Visual Identity.Effective Visual Identity System can ensure that inject common and continuous elements during the new products' development, create the personality of brand and increase the worthiness. Therefore, as a brand strategy Design Identity is the key. It's the only way to developing independent brand for Chinese manufacture.