Brand Establishment Research Based On The Strategy Of "Out Of Thin Air"

Overview on the brand establishment and development in our country, most of them are relying on large-scale information bombing, and forced consumer to accept them. This kind promotion has been rejected by consumer, due to it is lack of efficiency and skills for the brand establishment. It is obviously that build flexible brand strategy and seek the operation system is required by times.Rich philosophic thinking and strategies are growing under thousand years’ China culture, “Out of Thin Air” is run to be a model of the strategies. First clarify the relationship between “Out of Thin Air” strategy and brands by related studies, and establish the brand following “Out of Thin Air”. Secondly, give example of Kenya Hara brand to prove the strategy. Base on Oriental traditional culture, Japanese famous designer, Kenya Hara combine it with Japanese local culture, create the idea of “Emptiness” and “White”, and make the effect up to extreme. Deeply analysis Kenya Hara’s brand philosophy, behavior and design works, explain the idea of “Out of Thin Air” under Kenya Hara brand, and set the operation system by “Out of Thin Air”, vision language, brand experience, green sales and strategies. The series of strategies and design philosophies are been known and accepted involuntarily, his brand awareness is increasing under “Out of Thin Air”, formation of a brand with “something”, “everything”. “Out of Thin Air” brand build and theory based on researches, it is becoming basis for China’s brand strategy and researches.