Study On Construction Of Product Image Based On Corporate Brand Identity

The function on brand identity performed by production was surveyed from product design in the paper, which made the product design change from simple design of function and form to strategic design creating and guiding the overall image of enterprises production.In the paper,the theory of brand identity and product figure was summarized to complete the constitution of product figure and analyze the connection between brand identity and product figure. Then the method of shaping product image and creating brand identity was obtained by studying the semantic communication as well as the constituent elements of product image. For different types of product, the relationship between brand identity and various levels of product image were analyzed from the consumers'and managers'point of view respectively, which made specialized technical terminology characteristic of product figure be more distinct. Simultaneously, the means of building up the product image was directer and vivider with the visual image board. Finally, in order to research the balance between variety and stability of product design, successful business cases were selected to analyze the operation means of building up the product image of the same and different kinds of production in their vertical and horizontal development.The objective of this research was to make the enterprise product design be more systematic and normative with the guidance of core brand philosophy. An attempt has been made to put brand character, brand figure and corporate identity together by product image to illustrate unique spirit idea of product brand.