Study on Integrated Construction of Feature Symbols of PI

摘要：

Product identity (PI) is the brand recognition which is formed through the overall construction of the personalized visual image, and the performance of feature symbols is one of the keys. This article aims at the construction of the feature symbols. It is necessary to attach importance to the property and the timing of product group, but also the corporate culture and brand strategy. The status and location of the strong brands, medium potential brands and the disadvantaged directly influence the identification and development of the feature symbols. The consumers also awareness of the diachronic and synchronic of the consumers is proposed, which showed the accessibility and identificat ion of feature symbols. The article puts forward specific process and methods which integrated construct the prototype of feature symbols.

关键词： product identity symbols category attributes brand strategy consumer cognition integrated construction

作者: Zhang Linghao Zhu Ran Zhang Mingchi

作者单位: School of Design, Jiangnan University, Wuxi, P.R.China, 214064

会议类型: 国际会议

会议名称: 4th International Conference on Productinnovation Management(第四届产品创新管理国际会议)

会议地点: 武汉

会议语种:英文

页码: 250-254

在线出版日期: 2009-08-22（万方平台首次上网日期，不代表论文的发表时间）