Research On Evaluation Of Garments Trademark Based On Consumer's Perception

As the boost up of garments corporation brand building, garments trademark is being more and more regarded. The importance and essential of the evaluation of garments trademark has been embodied by the desire of trademark law, brand management, brand visual identity design, trademark deal and cognition taste of consumers. Trademark evaluation is based on market inspection, so, the research of evaluation of garments trademark based on consumer's perception was established.Four parts are included in this paper: 1) literature research and experiment design. Lots of papers on trademark and consumer's perception had been read, using Sensibility Technology, Semantic Analysis and Project Psychology, experiment of consumers perception of garments trademark had been designed. 2) Experiment preparation and implement. 3576 trademarks had been researched, the situation of using of garments trademark four elements was analyzed by frequency analysis. Experiment materials of 33 words, 30 kinds of font, 31 groups of symbol and 24 kinds of color were chosen. By the way of literature research and free imagination (the first research of consumers), 73 pairs of semantic adjective were collected. Then, 60 consumers were researched (the second research), semantic adjective pairs of four elements were also established. On the basis of abundant preparation, 60 experimenters were experimented, and lots of experimental data were achieved. 3) Data analysis and modeling. Four elements of garments trademark evaluation system (words evaluation system, font evaluation system, symbol evaluation system and color evaluation system) were built by component analysis. Consumer's style preference was analyzed and all the experiment materials were analyzed on ductibility. The system of garments trademark evaluation based on perception of consumers, T-C-B garments evaluation model and evaluation flow were built. 4) Case demonstration. Two cases of Manani and Bailide trademarks were acted by the way of T-C-B garments evaluation model and evaluation flow, some conclusions were indicated. That is consumers perception can be embodied by T-C-B garments evaluation model and evaluation flow well, and the market applying value is brought to the garments corporation.