On Design Identity Of SONY

With the Homogenization technology, manufacturing capability, user demand of is a substantial increasing. Competition among enterprises has increased between the brand. The significance of the brand is no longer simply the name, trademarks. But the characteristics of the product convey the different idea. Construction DI (DIS) system which the core is PI (product design) to help companies brand positioning and brand value details. Brand image is enhanced by product, and VIas a supplement. Samsung transformed itself to be a largest strong brand in a few years time of the world's.It is not only a myth.Focusing on PI, Vi and MI to identified the relationship between product and brand by the theory and methods of theory, typology and semiotics. Selected Sony cameras,Walkman and SonyEricssen phone three types of products to the study. Choose the good continuity and more popular fashion system-T Series and functional system-W Series. Choose the two series phones to study. Start with researching the product of a single product form, VI and meaning to get features of product series, VI of product line and connotations. Finally, the formation of multi-style of Sony's products thanks to the application of feature line materials and colors. Product features are not common elements. Brand of ideology is to advocate a "emphasize oneself." The research confirms the correct of DI system,the diversity of PI and VI. But PI and VI united in the idea of identifying. Also found system can expand to be"Product-Sub Series-Series-Brand".Design Identification System strengthen the brand image. Better continuity of the brand concept and design elements make into the process of new products. DI is an integral part of the brand building,and is the the reliable guarantee of competitive advantage.