Construct Of Brand Strategy, Product Visual Characteristics

Following the fast development of economical, the difference between product's performance, quality, and sales reduces day by day, the non-price competition in reliefs day by day, competitive mode's transformation causes the brand the market function to appear day by day, the brand becomes the the main basis for consumer to choose the product gradually. The brand is a kind of concept and the understanding, its existence attaches to the visible product, and the consumer's cognition. The visual characteristic's construction belongs to a product design content, its function lies in obtaining the consumer to approve, and realize the brand value.The paper begins from the vision in the consumer cognition process's influential role, then proposed that visual characteristic's construction intrinsic and external significance, has provided the rationale for the following research; Adopt the method which decomposes and restructures, the visual characteristic's leading particulars studies separately, including the modelling, the color, the sense of reality, Is embarks to the modelling characteristic construction's research from the modelling semantics, research seriation product modelling characteristic construction method; Has mainly included the color visual psychology research to the color characteristic construction's research, as well as serialized product color characteristic construction method; To the sense of reality characteristic construction's research is mainly about the visual sense of reality construction.Through the system theory the product's vision characteristic's construction is put under the brand strategy's control, according to visual characteristic construction method research, try to find the method and step of product vision characteristic construction under brand strategy, and validate through actual case analysis confirmation. Can provide the reference to the enterprise which developing the brand strategy.