Study On Brand Prominence And Brand Preference Of Business Gift

Business gifts are the boosters of the process of brand promotion. Appropriate business gifts can enhance the consumers’ recognition of the corporate’s brand. It is important to think about which is the best way to show a brand on the business gifts in order to achieve the best publicity effect. Before, designers used to choose a way only based on experience or their own preferences. This study provides a theoretical basis for the design method of the corporate brand on the business gifts by researching the influencing factors of brand prominence and the differences of people’s brand preference in different usage scenarios.There are two experiments in this study, researching brand prominence and brand preference in the field of business gifts. In experiment one, participants need to score each design for brand prominence scale. Results show that the brand prominence is influenced by size, quantity, direction and location of the brand. In experiment two, participants need to score each design for brand preference scale in different usage scenarios. Results show that consumers will prefer different design related to different scenarios. And, there are differences in brand preference between the enterprise staff and external public people. The results of the study were applied to the design of surrounding gifts for Ant Financial and received a good response.This study can be used for reference if the field of business gifts design and brand promotion and has certain theoretical value and a broad application prospect.