Research On The Brand Image Design Of Small And Medium-Sized Enterprises Based On The Strategy Of Sustainable Development

The strategy of sustainable development is gradually enriched and perfected, it has been paid high attention from various circles of society. The strategy of sustainable development is also extended to every walk of life as the result of the continuous development of society. The sustainable development of enterprise has become the important topic related to the sustainable development of economy.Small and medium-sized enterprises, as an important part of China’s enterprises, have played an irreplaceable role in the social and economic development. The era of brand competition, the domestic part of the small and medium-sized enterprises have realized the importance of brand building, but most enterprises are still ignoring the concept of brand, no brand awareness, continue to take the unlicensed processing or OEM road, SME lack of brand image building initiative undoubtedly set of SME brand building roads blocked. Part of the strength of the medium-sized enterprises has begun its own brand image building, while a small number of enterprises due to blindly follow the trend, quick success and instant emergency Lee led brand positioning errors. Due to the lack of high-level management personnel in the implementation process of brand building, resulting in the execution of brand building is not enough, in a certain period of time and within the scope of its own brand, but not in a timely manner to maintain the brand image, also led to the obsolescence of the brand, domestic small enterprises in brand building, lack of funds, but also one of the important factors affect the brand image building.Problems Based on the above SME brand building, targeted from the point of view of the School of Design in the current situation and problems of brand building and how to help SMEs brand building process of brand image building the principles to be followed. This paper first describes the relationship between the theory of sustainable development and economic, corporate, brand, thus the introduction of the sustainable development of enterprises, the brand’s sustainable development, pointed out that the essence of the brand image building, functions, and features; Second, in-depth analysis of Small and medium-sized enterprises in China brand construction status and the existence of many problems; Third, the shortcomings and deficiencies of Small and medium-sized enterprises in China brand image building accurate brand positioning is the foundation and key of SME brand building, with examples from the fields of analysis of the importance of accurate positioning of the brand as well as small and medium enterprises how accurate and effective brand positioning; Finally, the author proposes solutions for brand building for SMEs—developing brand image design programs for mid-sized businesses, small and medium-sized enterprises, small businesses and meticulous divided into two kinds of complete brand design and stage of brand image design. Small and medium-sized enterprises can not blindly follow and enter the mistakes of branding in the process of brand image construction, which can not be ignored.