Research On The System Of Brand Identity,Communication And Experience

Brand, as the nucleus capital of an enterprise's competition ability, is playing an increasingly important role in the"globally flat"world commercial contest.Economic competition centered on the land in the agricultural age, then on products and services in the industrial age, and now on brand in the post-industrial age. USP and other characteristic and benefit marketing theories that dominated competition of the industrial age has been replaced by the consumer-centered experience marketing theory of our post-industrial age. The complete coverage of information technology made the traditional mass communication face the challenge posed by diversified and mass-decentralized neo-media. The emergence of large-scale communication groups also speeded up the integration of brand strategy and the resources of communication, appraisal and consultant agencies.Recently,the macro studies of brand has been focused on such aspects as brand strategy, brand management, brand communication, brand appraisal,experience marketing from the perspective of marketing, management and communication, while the micro researches of brand in designing arts has revolved around visual expression of brand.There is still a mezzo study of brand designing that derived from the early visual identity system (VI), and then, with the integration of visual identity with the enterprise philosophy and business strategy in collectivism-dominant Japan,turned into Corporate Identity System(CIS).Yet CIS, due to its too general identification of theory and behaivor,can hardly offer any guide to and thus disconneting with application. The enterprise image designing in terms of IMC stresses in the mass media a unified and repeated brand image, aiming at the recognition of the consumers. Actually in the application of BID the retail design,soundbranding and other experience-combined designing methods have outgrown VI.Both the advent of Experience Economy Age and the emergence of new meida call for new brand communication designing tools.The thesis discusses from the viewpoint of brand science the concepts and model contents of a series of definitions,such as brand, brand identity, brand communication, brand experience,and explores the communication history to trace the development trends of the identy,communication and experience of brand.To summurize the differences in the identy, communication and experience of brand between nations, the thesis introduces the representitive of brand identity designing agencies, the brand communication agencies, the brand appraisal and consultant agencies,and AU Japan and China Mobile as that of business image concept in an attempt to put forward an consumer-centered ICE Tool model featured by its multi-dimensional brand experience environment with diversified brand communication contents and media.