A Study On The Value Of The Product Design In Brand Communication

The fact that"Made in China"has swept the world is indisputable. However, compared with the brands in European and America, such problems as low value-added, low prosperity and low brand awareness of the Chinese products need to be solved as soon as possible. Due to the lack of designing and creative elements, quite a few Chinese products can not get a long standing in the international market.Nowadays, the fact that the Chinese products have to experience a transferring from"Made in China"to"Designed in China"has become a world topic. The reason why the designed products are so important to China is that, comparing with the south-America and Africa, the labors in China has not been that cheap, which means that the Chinese factories has to give other advantages so as to keep living.It is absolute not a single day for cultivating and maintaining a brand. With the rapid change of the time and environment, ongoing creation is needed to keep the vitality of the brand. The designing full of imagination can extend the life of the brand. Meanwhile, designing full of beauty, humor and the ability of seizing people's heart is the most effective one. Because every people hold emotion and feeling, which means that once the affection is described, the brand will be full of personal charming. The periodicity of the products decides the extension of the brand. Furthermore, brand creation need to be done due to the aging of the corporate with the social development. This problem could be solved by means of brand extension, products designing and brand creation.The contact and differences between the product and brand will be discussed in the first part. Then the current situation of China's brand and designing will be analyzed subsequently. This part will also explain the phenomenon of"Lack of product standard"on the way of brand building in China.A case about the function of the Apple and Bang & Olufsen in product designing and brand communication will be studied so as to analyze how the foreign countries improve their brand image and their core values through perfect product designing.In the last part, the thesis will point out the value and function of brand communication in product designing according to the current situation of brand and product domestic. It will also point that the Chinese corporate should improve the extra value of their brand through product designing under the background of economic globalization in order to be the top in global value chain.