The Study Of The Relationship Between The Animation Image Design And Brand Building

The industrialization mode is becoming the mainstream of the world animation development. And the idea of industrialization relates to the knowledge of marketing such as the building of integrated Industry Chain, the constitution of product popularization strategy, in which Brand Building is the absolutely necessary process. Using animation image as the brand of animation industry can establish the close relationship between the products and brands which helps the information diffusion and expansion of the animation industry. How to build a suitable animation image and upgrade it into a industrialized brand is a significant and unsolved question. This article is supposed to discuss the possibility of using brand building theory of marketing in process of design image and then offer some fresh ideas for the development of the animation industrialization.The author used the methods of documents analysis as well as case study in order to explain the similarity between the animation image design and brand building, discuss the creation of image and the extension strategy of its brand, and draw the conclusion that the animation image design is capable of imitating the brand building theory of marketing to improve the popularization of animation image successfully. By the academic analysis of brand building theory and the empirical study of animation image extension cases, I try to explore all kinds of factors which affect the brand expansion process of animation image. In the view of mass communication, by using the brand building theory and emphasizing on animation image, I analyzed the brand growth of animation image in three different countries to solved the problem of industrialized spread of animation. By the analysis of the similarity between the animation image design and brand building of products in marketing in the ways of principle, strategy and other fields, we can see their general comparability. All excellent animation images are created by the constant refining, research and improving as the marketing brands do. Appropriate techniques of design and popularizing can promote the whole industry system based on this brand.The article is composed of five chapters: the introduction was in front of the first chapters which discussed the area, motive and significance of this paper and followed by the literature review; the first chapter presented the history, reality and existed problems of the animation design in China; the second chapter analyzed the relationship between animation image design and brand building in their meanings and functions; the third chapter explained the application of brand building theory in animation image design through a few of overseas successful classic cases; the fourth chapter is the conclusion which provided the new way for the Chinese animation design by using brand building theory.