Corporate Brand Image Is Reflected In Product Design

Brand is consumers' cognition of products. Without product image, a brand is just a lifeless label. To establish rich brand image must be based on the products used by consumers. This thesis focuses on how to connect the abstract image cognition and the concrete visual perception of product design.This paper discusses the correlation between brand image and product image, the characteristics of product image system, and how to promote enterprises'brand image through product semantics, color semantics, feeling quality of material, which is based on the combination of enterprises' brand strategy and theories of product design and the analysis of product image design of many world famous enterprises. Besides, this paper puts forward a series of programs of establishing enterprise product image system for Chinese manufacturing industry and designing departments' reference.Finally, the finding s of the research is tested by the case of the design of a series of Chunlan dehumidifiers.