The Research Of Brand Image Building At T Brand Based On Visual Identity Design

Brand visual identity has been becoming a strategy focus for the brand management of modern enterprises in recent years.As the most extensive medium tool leveraged for brand communication,it not only provides a wider and dimensional methods for brand image construction,but also strengthens the emotional connection with the consumers.Visual identity has come into being an important meaning and component of brand strategy,while it has been playing an extremely necessary role in the reforming and communicating of brand image.As a world-famous luxury jewelry brand,T brand has been established for more than 180 years.Time and tide,T brand can still stand in the leading position of the whole luxury industry,"T blue",a very well-known color identity,has been the crucial element for the success.However,facing to the increasingly complex competition in luxury market,the new senior management of T brand determined to expand the market by making a serious of strategic adjustments to its brand identity system.Based on questionnaire and interview,the author summarized the main problems existed in the current visual identity design of T brand: visual identity applications were lacking standardization,visual identity system turned to be unvaried,and the utilization of brand color deviated the balance.In order to figure out the reasons caused the problems and come up with practical improvement strategies.In the following chapter,the author conducted a questionnaire survey pertaining to the brand emotional response from consumers of T brand based on Brand Image Identity theory that addressed by Xiucheng Fan(2002),the research was taken account of four different dimensions: enterprise dimension,brand personality,product identity and visual identity.Referring to the descriptive statistics of 228 valid questionnaires,it revealed the score of consumers’ overall emotional response was low,and the enterprise dimension and visual identity had significant influence on brand emotional response.In addition,between the variety factors of visual identity,brand color won the highest score,however,it had the lowest correlation with emotional response.The result of analysis not only verified the research hypothesis,but also directly reflected the existing problems of T brand and the logics behind.Upon above research,and with the guidance of the theory of Brand Image,a series of comprehensive improvement strategies have been proposed for the construction of T brand identity,including strengthen the unity and applicability of visual identity system,develop multi-dimensional brand identity elements,and improve the mechanism of visual identity application for brand color.Incorporated with the development trends of industry,a various of feasible and specific measures have been addressed as well to different dimensions.