The Brand Symbol Generation Study

In the international competitive time, along with the homogeneity of manufacture, the action of brand reveals day by day, so the brand becomes the most effective competitive method of enterprise. As the object of consumption, the symbolic value of brand also becomes the new competitive ability of the enterprise. As a kind of consumer sign, the brand gets across sign productive mechanism to establish brand sign and accomplish modern consumer myth. This article regards the sign productive mechanism of brand as the object of research, and makes the analysis in both static structure and dynamic production aspects according to the theory of semeiology, which expounds the sign productive mechanism of brand, thereby it opens out the essence of the modern consumer myth. At the same time, as a sign of consumer desire which can stimulate, the production of brand is following the aesthetic participation. From the view of dynamic production, this article analyzes the aesthetic participation in the combination of each essential in the brand structure, and excavates the aesthetics value of brand, and explains the aesthetic significance of brand. Through the theoretical analysis of brand sign, this article corrects the questions which exist in the construction of Chinese brand. I hope it can take inspiration to the practice of Chinese brand. The whole article is divided into four parts:Part One: The brand is a kind of sign.First, through the explicit definition of conception and the systemic theoretical analysis to the sign and the brand separately, this part points out the brand is a kind of sign. Then it further explains that, brand sign is a kind of consumer sign which represents the consumer significance in the consumer society.Part Two: The production of brand sign and the creation of myth.This part unscrambles the sign productive mechanism of brand. According to the theory of semeiology, this part analyzes static symbolic structure of brand, and describes dynamic symbolic production of brand. The static structure of brand is the configuration, the dynamic production of brand is in the configuration, each essential of static structure, takes process of unification and transformation. The unification of each essential is the process of the brand sign naturelize, and the transformations of essential which had been unified is the process of the brand sign mythlize. The brand sign has been established through the process of the unification and the transformations which namely the process of the naturelize and the mythlize carrying on one after another,and the modern consumer myth has been accomplished. It is opens out the sign productive mechanism of brand and uncovers the mystery of consumer myth through the respective analysis and the synthetical dissertate to the naturelize and the mythlize.Part Three: The production of brand sign and the aesthetic participation .This part analyzes the aesthetic participation in the productive process of brand sign. The emotional experience of brand consume has been doomed the closed relation between brand sign and aesthetic. In the productive process of the brand sign, each essential in the brand structure, all need aesthetic participation. Aesthetic joins in the various performance of brand, which represents the aesthetic value of the brand by the different ways and finally makes the brand sign become the aesthetic object. Referring to some successful cases, this part unscrambles meticulously the process of each essential production with aesthetic participation, and expounds the importance of aesthetic production.Part Four: The production of brand sign and the construction of Chinese brand.This part reconsiders the questions which exist in the Chinese brand construction through the theoretical analysis of the brand sign, and finds out the root of these questions. The purpose of research is in order to abide by the correct principle of theory in the future of indigenous brand, and create national brand which is able to become the consumer myth. This is the practice significance.