The Importance Of Corporate Brand Strategy In The Product Design Research

The brand stands for the quality of the products and services, and the reputation of the enterprise, it links between enterprises and consumers, it has an important role to enhance the core competitiveness of enterprises and excess profits for the enterprise. Brand strategy is a kind of business strategy which is made by the chief decision makers, they take the brand as the core competitiveness, focusing on brand building corporate strategic planning, with the brand strength to form a holistic and long-term competitive advantage, and ultimately to obtain for the excess profit. However, if the enterprises develop their brand strategies only from a marketing point of view, and pay no attention to the design of its products, they can’t get the lasting and stable strength of its brand in the market competition. The domestic manufacturing enterprises have realized the defects in the traditional mode of OEM after decades of development, and begin to pay attention to enterprise independent research and development ability. Product design is not only a powerful mean to transform the enterprise technology into products, but also an important tool in shaping brand products consistency and communicating brand idea, culture and value to the consumers effectively. On the road from "made in China" to "created in China", domestic enterprises must pay attention to gaps between their own development foundation and international well-known enterprise, invest more resources into the research in their brand strategies.Starting from the basic concepts of brand strategy and product design, the paper illustrates the close relationship between the brand and products, the theoretical basis on which the companies chose the brand strategy mode, the connotation of the product design and development status. Further paper summarized the differential forms that the product design acts in the two aspects of product appearance and the user experience; also summarized the application standard in the process of the enterprise brand image being strengthened through creating the "family-based" product system. Then, the paper presents a theory about the important relationship between product design strategy and brand strategy, in order to provide some reference for the enterprises to develop a reasonable design strategy and to create a distinctive brand identity.Finally, the paper took the practice of the Haier casarte future home appliance products design as the argument, verified the results.