An Empirical Study On Experience And Upgrading Of Brand Of Wuxi Yangshan Peach

Restructuring of modern agricultural in the national Twelfth Five-Year Guideline is a systematicproject. It has a high demand for the research contributions of various disciplines, especially for the design,which was called for “agricultural design” and “design agriculture”. Therefore, the project—“servicedesign research on brand experience and image promoting of Wuxi agricultural products”, whichsub-project is the article—“an empirical study on experience and upgrading of brand of Wuxi Yangshanpeach”, was proposed. Thinking little thoughts, we undertook the project as a role of trying to design forbrand promotion of Wuxi agriculture products in order to do basic exploration and research for thedevelopment of society and upgrading the agricultural structure.“Yangshan peach”, the trump of fruit, was selected as a case study in this subject. We analyzed thefactors between brand design and brand experience of user and established element groups of the brandimage promotion of “Yangshan peach” in order to do basic research for brand enhancing of other Wuxibrands of agricultural products by empirical study of brand promotion. The phased achievements of thisstudy have demonstration effect and radiation effects.This subject was oriented by brand experience theoryincluding Brakus’ Four-Factor model and Schmitt’s Five-Factor model. The theory is not only the basis ofbrand packaging and logo experience evaluation design but also the point of starting and ends for brandpromotion.Brand experience packaging of the suspension “Tao Zhi Yuan Yangshan Peach”, which hasanti-counterfeiting Traceability Technology, was done as a experience evaluation case, namely the originalpackaging design A. In order to enhance the brand image, the packaging B and packaging C were designedbeside the old packaging A, and the experience evaluation of the three packaging were compared.Independent design experience rating scale (Yangshan peaches semantic analysis scale),which has20pairsof packaging experience adjective, was formed by user experience psychological evaluation. Through theassociation analysis and factor analysis, the brand experience evaluation of “Tao Zhi Yuan YangshanPeach” showed that the factor of vivacity and dignity, the factor of culture and details and the factor ofvisual and concision were contributed in different degree for promoting the brand image. Therefore, thebrand packaging can be designed in different style to explore the way for promoting the image of Wuxifruit brand.Through the method of empirical study, the brand “Tao Zhi Yuan” was created, the table of semantemeanalysis of experience evaluation was completed, and20adjective was generated for the experience of thebrand. In order to enhance the brand image, the mark B and mark C were designed beside the old mark A,and the experience evaluation of the3mark was compared. This research provided positive orientation forthe differentiated design of Wuxi fruit brand, and effective design parameters for the brand creation.Based on the above2research results, the service design for brand experience and promotion ofWuxi fruit brand (“YangShan peach”) was developed in this paper. Particularly,4programs were developed:1. The brand experience and the service design for “Tao Zhi Yuan”.2. The service design for “Urbanfarmers plan”.3. The community service design for “village of peach source”.4. The service design forYangshan peach project.