Brands Driving By Design Research And Its Innovation Path

With the rise of the knowledge economy,the upgrading of industrial structure and consumption structure,and the rising cost of manufacturing industry,design innovation is increasingly becoming an important strategic tool for enterprises to cope with challenges and gain market competitive advantages.The development of practice must be reflected in academia.In the past two years,some scholars and professionals have put forward and formed a new concept,viewpoint and theory of "design-driven brand",which makes the important position and role of design in brand strategy and creative economy unprecedented highlighted.Based on the theory and practice dimensions,this paper discusses and demonstrates the scientificity and correctness of the design-driven brand theory,as well as the innovation path of design-driven brand in design strategy,organization management,product and service,business model and so on.Through empirical analysis of the enormous impact of design on the competitiveness of enterprises and even countries,and the urgent need to improve the design innovation ability of enterprises in China;this paper presents the macro-practical background of this theoretical study.By systematically sorting out the main research viewpoints and theoretical development context of design and innovation at home and abroad,this paper clarifies the importance,practical necessity and research methods of in-depth systematic research on design-driven brand theory.In the further research,this paper first scientifically defines some important concepts in brand theory: brand,brand composition,brand type,etc,so as to lay a solid foundation for the next research.Then,in order to construct the basic framework of this theory,this paper makes a thorough study on the proposition,theoretical sources and main characteristics of design-driven brand.On this basis,through further analysis of the design strategy,organization management,product and service,and business model of design-driven brand,the elements and characteristics of design-driven brand are applied to the content of brand innovation,so as to explore the development path of design-driven brand innovation,guide the diffusion of brand innovation from endogenous innovation to explicit innovation,and influence brand business model innovation.The user value is maximized in brand value creation to build a sustained competitive advantage for the brand.