A study of inducting product identity system into brand management
Inducting Product Identity System into brand management should first plan and refine the brand image,then customers can find the connotation and the characteristic of the desired brand in the product. Product Identity System is a set of image design systems aimed at specific segments of the market,and is based on the Corporate Identity System. It is to make the product images visual,canonical and systemic,so that the public will easily identify,accept and value the brand after a set of promotional campaign. The Product Identity System is made up of three parts: Product Basic System,Product Application System and Product Promotion System. And different brands have their own needs towards it,depending on the different positions this enterprises take in the market chain. In conclusion,Product Identity System is the most effective means for the management of brand differentiation.
brand management product identity system
Wang Ying Zheng Linxin
College of Computer Science and Technology Zhejiang University,Hangzhou 310027,China College of Art and Design Zhejiang Sci-tech University,Hangzhou 310000,China
国际会议
The First International Conference on Management Innovation(ICMI 2007)(管理创新会议)
上海
英文
837-842
2007-06-04（万方平台首次上网日期，不代表论文的发表时间）