Brand Name And Visual Image Design Of Brand Research

With the booming development of domestic brands market and introduction offoreign brands, the competition has become the one between the brands which isdifferent from the competition between brand and product. How to win in the brandscompetition and to build the good brand image in the hearts of consumers is a problemthat every enterprise needs to solve. With the increasing brand consciousness ofconsumers, good brand image has advantages for the brand sustainable development.However, the fierce competition and the appearance of new brand all the time leadsthe serious homogenization. Consumers always stand by the good shelves withoutknowing how to choose when they face various of goods. It is difficult to judge thefeatures and characters from the promotion emphasis, product packaging and productname.This paper mainly aims to study how to name and how to create the visual imageof a new brand. Through studying the brand development process at home and abroad,knowing the components of brand design, it analyses the experience of successfulbrands on naming and visual image designs and concludes the brand naming methods,principles and features and factors of visual image designs. Taking the local brandYellow Crane Tower “Man Tian You” as the example, this paper analyzes the origin ofthe name, visual factors, exterior and interior packaging and advertisement promotionand tries to present a long, honorable and elegant brand image to consumerscomprehensively. Under the thorough analysis, another practical example has beenfinished--designing a new product brand of Yellow Crane Tower,“Tian Xiang”.In one word, with the growth of people’s living standard and great changes ofpeople’s values and consumption concepts, their requirements don’t only stay on thequality, application and function of a product. They also pay attention to the enterpriseculture and operation philosophy, the additional values which surpass the productsthemselves. Brand is not only about a product, at the same time, it’s something aboutidentity and status. The establishment of a good brand image must undergo the completeand normative design. And I hope through the research on brand naming and visualimage studying and the conclusion about the methods and principles of brand design,the local brands of China can play a more important role in the international stage.