Product Identity And Brand Building

Product Identity System be called for short is PIS.It integration Corporate Culture andidea into the beginning of design.Through the systematic standardizationof products designed to shape the image of a stable and unique products, the productsobtain the honor and the family, corporate culture and brand recognition can obtainthe consumers′recognition, and Enhance the competitiveness ofenterprises. Therefore,when Serious homogeneity in the product these days,thebuilding of product identity system is the most effective way to Create yourown unique product style and corporate image and enhance competition in the market.As a late start, the current product design for domestic enterprises is still relativelyblind. Not aware that establish a corporate image through product image. Comparedto developed countries, China's product identification system is still in the preliminarytheoretical construct, the research results are also less.This paper from the perspective of product design,based on many scholars inthe study of product identity system.Use the product image recognitionsystem theory as the starting point,introduced the concept of PIS,the origin,theelements, the characteristics, the necessity to establish and therelationship between CIS.Study the formation of brand extension and the core of thephenomenon of family from the perspective of design,that is The phenomenonof genetic inheritance of products, then Sumed up the method of genetic inheritanceand innovation.From the establishment of another important factor of PIS building Brand image asthe research object,combine the Product image theory and brand strategy,throughcomb the Product image recognition and brand recognition theory,Sumed therelationship between product image, brand image and the corporate image.Discussed the method for positioning and product image building which based on aspecific brand.So The product image theory can be applied to better business practice.Combine The brand strategy and research in field of product design at the same time,Specific applications to Chinese enterprises,to change the phenomenonof chaotic style in product design which under the current domestic brand.