Study On Product Identity Evaluation Based On Corporate Brand Strategy

In the new wave of the economic globalization, how to adapt to international trends, establish a strong brand and enhance the competitiveness of domestic enterprises has been an urgent problem for them. However, more important is how to explore the corporate brand strategy in the product application from the connotation of the brand strategy and its functional significance, allowing the brand to win a good market evaluation. At this time companies need to make in-depth analysis of corporate brand strategy characteristics, set a good brand positioning and find a set of effective ways to help the image of the leadership of the product design decision-making and screening and shape a better brand image at the product level. In this paper, based on the main content of the product identity design evaluation and the research of relative papers, trying to make the dual point of view from the design and management, by exploring the application law, future and enlightenment formed by the relationship between the corporate brand strategy and the product identity design, the product identity design evaluation methods based on the brand strategy will be established exploringly and the useful support of the evaluation will be provided to specific companies.This paper started with the comb of the relevant theory of the product identity design, followed by the analysis of the brand strategy concept and the sustainable development model and eventually based on it built the main research contents of the product identity evaluation at the core of the brand strategy, and apply this theory to the case of JEE company.