The Research Of The Automobile Brand Modeling DNA And Design Exploration

With rapid development of economy and fierce market competition, products are required to be in good quality and have clear brand image, as brand competition will become the current and future main method of competition in international market. In automobile industry with more attention paid to appearance and model design, brand competition becomes fiercer and fiercer. How to maintain the status of former brand and shape its own brand features while exploring the design of automobile model is a problem for current automobile manufacturers and groups to face. This paper studied the problem deeply.From related theories like brand, brand DNA and design of product image, introduce the concept of “brand model DNA” in design of automobile model, focus on analyzing explicit and implicit genes of brand model DNA and explain the extraction and expression methods of brand model DNA of automobile in detail. This paper collected a lot of pictures, referential literature and historical books to deeply analyze the origin, history and culture of brands: BMW and Audi. By applying “extraction of characteristic line” method, extract features of brand model DNA of German BMW and Audi, build atlas of such DNA, and carry out comparative analysis with time as the clue and automobile model as the research object; then, summarize the evolution rules and experience of automobile models of BMW and Audi, predict the future developing trends of their models, work out implication advantageous to development of independent automobile brands of China and propose the processes of designing automobile models based on the concept of brand model DNA. Finally, this paper explored the design for transforming the old H530 style based on the Chinese brand model DNA while I was performing internship in Model Center of Engineering Research Institute of Brilliance Auto and predicted the future developing trends of automobile models of the Chinese brands.It can be seen from the analysis that the product modeling design based on brand modeling DNA can maximize the guarantee of corporate brand vitality, bringing the cultural inheritance and systematicness to old and new products on the visual identification, however, the more systematic product visual image can make the brand image more remarkable, increase its brand recognition, promote the consumer recognition and trust, enhance the brand competitiveness.This paper analyzed the theories and cases of brands: German BMW and Audi and proposed design process of automobile model based on brand model DNA, all of which are of very important theoretical and practical significance to development of independent automobile brands in China.