Study On The Electric Vehice’s Product Image Design Based On The Brand Identity

This is an era of the brand, consumers prefer brand values inherent in the product when buying. Only product innovation design has been unable to adapt to changing times, the modern enterprises pay attention to the establishment of differentiated and unified brand image The product is an important carrier of brand communicating with the user, the product image conwey the brand spirit and remperament accurately. The paper on the basis of brand identity, exploring product image design which reflects the enterprise culture and brand style, and forming a stable brand image.Electric vehice is the green-environmental and sustainable development traffic tools which consumes low energy ang occupies small space. The low level of consumer groups like it because of its reasonable price and convenient travel. Electric vehicle emerged in China in the 90’s of last century, the scale of the industry and the market demand has been increasing year by year. Although the electric vehice industry production technology is relatively perfect, brand image design is in the early stages of development. The majority of enterprise products are similar, they are lack of innovation and unique brand image, consumers can not produce clear cognition and judgment to the enterprise, the brand is very difficult to obtain outstanding in the competition. Therefore, it is significant to study the brand identity system, the unified product image and brand image design have become the necessary condition of enterprise sustainable development.First, This paper expounds the concept of brand identity and product image, then researchs brand identity positioning sources and illustrates the mutual relationship between brand image and product identification. Second, it analyzes conversion process from brand recognition feature to the product image by excellent car case, then it explores the method of remaining the band image when prouducts extent and development in the lateral and vertical direction. Finally, take Luyuan electric vehicle as a research object, positioning the brand recognition feature of Luyuan electric vehicle according to its brand culture, brand vision, green consumer groups and the future market trend. Thus shaping the distinctive product image based on the brand identity and applying to the design of brand extension. Enterprises establish a clear brand recognition feature in a strategic perspective, the purpose is to design product, marketing, and service systematically, so that the brand develop sustainable and clearly in the future.