Emotional Age Household Brand Strategic Orientation Of Research

Today’s society is a digital age, an audio-visual age developed from a read-writetime, a time from perceptual evaluation to rational evaluation, a time from valuebelonged to objects to value separated from objects, and a emotional age from order todisorder of design and from common to personality. Entrusts with brand designers bynew dreams and challenges in this age, what is the request of design?With the development of economy and society, the situation of the furnishingbrand that consumers passively accepted hand-made products developed into a goodinteraction between consumers and the brand, and finally entered into an emotionalage which people pursue the spirit, culture and art.From the perspective of psychology, semiotics, esthetics, and phenomenology,this paper makes a profound analysis on the present situation of the furnishing brandin the emotional age and the importance of the brand positioning and the positioningmethods. Through the research and analysis on the brand positioning of Red StarMacalline, it proposes the new conception to the brand positioning combined with thecharacteristics of the emotional age. In the emotion-dominated market environment,the brand positioning relates to the long-term development and promotes theenterprise spirit, the brand value and brand culture.This paper analyzes the emotional demands of consumers by using of socialpsychology. It also studies how to improve the brand and satisfy consumers’ demandsof true value, and how to enhance the brand image. It draws a conclusion that the corevalue of the brand can exist in the minds of consumers if it meets the demands of themarket and the emotional needs of the target consumers. Combined with some actualcases in the promotion process of the brand positioning for Red Star Macalline, itshows that the single product attributes cannot satisfy the consumer demands in thepresent world. The spiritual level, sentimental value and experiential value are moreimportant.The second chapter explains the definition and characteristics of emotional age,and summarizes the characteristics of the brand age and the present situation of thehome furnishings. The findings show that emotion is a direct embodiment of the corevalue of enterprises. It also subdivides the consumers and market in the emotional age.According to the process and great achievements of furnishing enterprises since the reform and open policy, the third chapter introduces the method theory of semioticsand phenomenology. Analysis is also performed on the brand external form and theintrinsic cultural connotation of the brand and brand positioning. It deduces theinteraction between the brand and consumers, the market and the environment, andfinds the countermeasure of localization in emotional age. Chapter4finds thepositioning method of the furnishing brand on the basis of semiotics andphenomenology. It also explains the importance of positioning under the marketenvironment formed by culture, art, esthetic, economy, and competition. In addition, itillustrates how to use the emotional characteristics of the brand to carry onpositioning, how to use the emotional characteristics in the most effective way, how toreduce the risks of the external environment, how to enable the brand emotion occupythe minds of consumers, and how to improve the brand popularity and the marketshare. Chapter5takes Red Star Macalline for example, evaluating the application inthe actual cases. It proves that the brand positioning should satisfy the consumers’lifestyles, living habits, values, esthetic values and so on.Based on the consciousness of phenomenological theory and signified andsignifier of semiotics, it refines the methods of the brand positioning from the time,space, single and synthesis. Through phenomenology, it studies the consciousness thatpeople pursued the beauty of home life, the process from appearance to essence, andthe root affecting the consciousness. Through the theory of semiotics, it studies therepresentation of the furnishing brand as well as the cultural connotation, impliedmeaning and the symbol. This is a practical subject, which explores the brandpositioning, and proposes the pursuit of the value of affective communication and lifethrough the analysis on the emotional demands of consumers.It is very useful to study the brand positioning from the perspective ofphenomenology and semiotics. On one hand, we can explore consumers’ emotionalconsciousness of furnishing brand or its products. On the other hand, the appearancecharacteristics of furnishing brand or its products can reflect the true meaning behindthem. The positioning must be base on enterprises and have a thorough understandingof the living environment, oriented by market and supported by culture. It shouldreflect the core value of the brand in the esthetic and market level, and moreimportantly, it should establish a good external image and actively create a favorableenvironment for the survival of the self-development.What consumers need is more satisfactions of spiritual level in emotional age.Currently, all furnishing brands face a serious challenge that how to position well under the environment formed by culture, art, economy, esthetic, and competition.Phenomenological theory and semiotics principles can not only provide theoreticalguidance for the brand positioning, but also fundamentally help furnishing brandsolve the positioning of the emotional segmentation of consumers and marketsegmentation.The brand positioning should not only pass the information of the enterpriseculture, but also enable consumers produce satisfaction and resonance in the home lifeand evoke the pursuit of truth, goodness and beauty, which reflect the success of thebrand positioning.