Research On Fashion Brands' Visual Symbols And Construction Of Value

Visual symbols and brand value of the two seemingly unrelated topics, but between them there are countless ties, especially in the clothing consumption, brand value and brand visual symbols are closely related. Those who shine in people's clothing or obvious or subtle designer clothes and symbols represent the modern quest for social status and personal desires. Not so much the fashion industry in the production of apparel products, as it is replicated in a large number of brand symbols.Baudrillard considered that in the consumer relations, consumer demand aimed at "does not matter, but the value. Needs to meet first with the meaning attached to these values." In other words, consumption activities, the more attractive to consumers not the item itself functions, but some were created by the symbolic meaning of symbols. In clothing consumption, apparel industry to use such consumer logic, through the media with a clothing brand popular symbols continuously to educate consumers of information and what they advocate the brand content and value, thus affecting their consumption choices and consumer behavior, then the consumer logic has been defined as the symbol manipulation.Since consumption is manipulated by the symbol, then the "brand of visual symbols" has become a topic worthy of inquiry. Stand the perspective of brand semiotics visual symbols, we can understand the role of symbolic manipulation on the root causes of consumption --- the role of symbols means. According to semiotics, symbol and signified a combination of sign and expression of surface common to the audience and the content side of the means of information transmission symbol.Brand visual symbols on the one hand the expression of the brand content to consumers, on the one hand is the carrier of the brand image. Therefore, the brand of visual symbols in the brand marketing strategy needs to pass information activities. Marketing point of view, the value of the brand decision by the consumer brand of thinking, thinking, consumer brands, including brand awareness, brand association, brand attitude, brand loyalty and brand activities in five areas. Interaction between these five areas constitute the brand value of the five dimensions:brand awareness to support the brand association, brand associations drive brand attitude, leading to brand loyalty, and brand activities. Brand of visual symbols as a carrier of the brand image, directly on the five dimensions of brand value, brand awareness---the first ring. Brand symbol meaning implied connotation of the brand messaging, increase brand awareness in the minds of consumers and affect consumers, brand attitude, brand loyalty and brand-related activities. When the brand visual symbols continuously positive message to consumers, leading consumer brand of thinking toward positive direction, the brand's value can be effectively improved.