Zhong Shan Zhi Cheng Mahogany Furniture Brand Image Recognition System Design Study

This study focuses on the prospective corporate identity systems of furniture brands and its developing direction. Mostly through the case study on "Zhi Cheng Hong mu Furniture" as the representative of the mahogany furniture enterprises and its brand image, it’s also analyzed in this paper that the characteristics and problem of the enterprise existed in the brand construction. To overcome these difficulties, the corporate identity system of Zhi Cheng has been designed and built.By presenting and introducing the current situation and relevant researches in the field of corporate identity of mahogany furniture enterprises, the perspective that the brand image is important element in the brand construction of enterprises is pointed out in this study. When conducting the brand image planning strategy of mahogany furniture enterprises, the elements of Social culture, enterprise culture, product characteristic and consumer mentality must be integrated simultaneously into the brand construction. It has been argued that the implicit information interpreted into concise linguistic symbols appealing artistic forms should be connected with the current situation of enterprises to enhance the influence of the enterprise. Consequently, diversity and various expression approaches will be the trend of building the corporate identity system of Chinese mahogany furniture enterprises.Throughout this study, we expected that will be useful to support for constructing the brand image and the corporate identity systems of Chinese mahogany furniture enterprises and integrating the brand image with cultural contents, concept, artistic expression and consumption impact.