Research On Method Of Brand Strategy—Oriented Product Form Deduction

The advent of economic globalization, has brought science and technology, commodities and global information, economy exchanges increasingly frequent between countries, the import and export of goods increasing frequency, competition of enterprises is becoming increasingly fierce. Similar production equipment, materials, technology narrowing the differences between the various brands. Products enter the "homogenization" era, therefore, all enterprises need to build a strong brand in the market place. Usefulness of the product can become an important medium for brand outreach, will Succeed in their task of constructing well-know brands. How to make the product inherit characteristics of the brand effectively,has become an urgent problem to be solved.In this paper, from identify problems, analyze problems, to problem-solving, with a large number of studies have found that weakening of brand awareness is the real reason of the "homogenization", by the analysis of the relationship between product design and brand strategy, dig out that product have to be designed around brand strategy, so the author build a model of brand strategy—oriented product form deduction. Brand strategy theory as a starting point to the model, shape grammar as the theoretical basis, the dominant features of the product as the initial shape,using questionnaires,semantic differential,protocol analysis to get the initial shape of the product, based the brand strategy to determine the shape rules,use computer-assisted to deduction the new product.While summarized the factors for product design as internal factors and external factors, contains products shape, corporate culture, product design specifications, brand appeal and so on. Finally,based on the AOTAI welder demonstrate the effectiveness and feasibility of this method.This study based on data and surveys,hopes to reduce product design uncertainties,consider the brand long-term development,form an Brand Strategy—Oriented Product design Methods.This study makes up the inadequate of product identification systems lack of data, complements the knowledge about brand strategy, guide enterprises for product design.