The Research And Practices Of The Effects Of The Identify Element On Clothing Brand Value

Clothing consumption market driven by social development,personalized consumption has become the mainstream consumer market,Consumer changes all the time. In the process of creating and operating, domestic clothing brand still maintain the image of the enterprise vision of the construction in the past, ignoring from the heart of consumer to explore how to build brand identity elements. The application of brand identity elements also depends on the level of the designer and the understanding of the spirit of the brand. Now the major clothing brand enterprises divided clothing products into several major theme in the course of the operation,follow the trend analysis and slight innovative changes to the design of the product, and always want to obtain the market influence. The product itself has no problem, to make innovative changes to follow the trends and big conference is not without its value.But in essence, it still will form a kind of homogeneity, the most difficult problem to solve is the cognitive law:How can I let others know my product is not the same product with others? My brand is just like the consumer demand? Based on this problem, this paper puts forward the research on the importance of the brand value of the brand value. Based on this problem, this paper puts forward the research on the importance of indicator elements on brand value influence.Through literature study, the designer found there were a lot of research about the logo and brand value.However, In the measurement of the identity of the elements, mainly aimed at the four dominant theme elements which were the brand name, brand LOGO, brand color, brand auxiliary graphics. But the impact on the value of the brand value was not involved too much,the designer had reason to explore it.This paper, first, research the content of the theory, extract the signal elements and build brand value model including brand awareness, brand image, brand loyalty, perceived quality. It take form such as market research, questionnaire survey to understand the degree of the domestic consumer’s perception of brand identity, analysis identifies elements and the connections between your brand value and the deficiency of domestic identify element. Finally this paper come to the conclusion which make matting for the practical design of the fourth chapter and fifth chapter.The designer in the practice based in the finishing of the theory, questionnaire research and case analysis founded clothing brand "shang shang". The design practice contents of brand establishment included designing symbolic elements under the guidance of consumers and companie’s common values to unify the brand visual style, and in the determination of the symbolic elements, designing fourteen suits of clothes and brand visual recognition systemapplication part under the four themes. For creating the emotional link of levels of communication and consumer, with the interaction between them, the designers have designed the brand web and video advertisement, and have concluded the ways of promoting the brand’s value.