Dissertation For Master's Degree In Shanghai Jiao Tong University

With the emergence of the Internet economy, the revolution of the model of brand marketing, the rising of emotional design, emotional experience design, as internet brand strategy means, is of great importance to create memorable brand image, brand culture and brand experience.This paper firstly discusses internet brand based on the theory of psychology, design and brand from the emotional level. Followed will be the implementation of the strategy of Internet brand emotional experience is based on three steps: positioning from the emotional demands, designing through the emotional experience, carring out brand strategy through the assessment. Then According to the characteristics of the network, Internet brand emotional experience is divided into five categories: sensory experience, virtual experience, emotional experience, action experience and relationship experience. The link between different emotional experience and design elements is analysed. In the end, a number of comprehensive typical cases of network brand emotional experience are studied, in order to bridge the gap between theory and practice of Internet brand, provide materials for the theories of brand experience design, provide guidance for the implementation of the strategyof Internet brand emotional experience.