The Research On Product Identity Design Based On Brand Positioning Analysis

In the new period, many Chinese manufacturing enterprises choose to build their own brands. How to build brand with value and how to deliver the value of brand to the target client through product design have become important issues which most of Chinese enterprises face to. To solve these issues, literature research method is used to synthesize theory and practice about brand positioning and product identity in the domestic and overseas. Through introducing brand positioning analysis which is from the field of marketing into product identity design which belong to the field of design, a new design process model that could guide enterprises to design their product identity has been established. Under the guide of the process model, new product identities for FengShen have been designed. The entire research becomes a reference for related Chinese enterprises designing their product identities.In this paper, the concept, effect, objects and methods of brand positioning theory were researched. The structure of brand positioning analysis including target client, enterprise itself, and competitors is formed. Product identity is divided into four grades in an expression way, such as exterior identity, interface identity, experience identity and culture identity. The four grades identity were respectively illustrated with examples. The research structure of product identity design is formed.The relationship between brand positioning analysis and product identity design was explored. Through importing the concept of brand value and brand image, the design process model of product identity design based on brand positioning analysis is established,which through analyzing brand positioning, design organizations firstly have insights about brand value, and then transform brand value into brand image, at last design product identity as expression.According to the process model, the author designed new product identities for DongFeng FengShen. Questionnaire and focus group discussion were used to collect the information about FengShen. Brand positioning for FengShen was analyzed by analyzing target client, FengShen, and FengShen's competitors. FengShen's brand value and brand image were found. At last, new design schemes about form identity and color identity of exterior identity were generated, and suggestions on material identity of exterior identity,interface identity, experience identity and culture identity for Fengshen are generated.