Brand Identity Based on Product Semantics
The development of new products has a crucial part to play in a corporation,and consistent formal style can add value to new products.In other words,it is the uniqueness and consistent style of a corporation,which creates its distinct identity.The objective of the paper is to discuss the formal style in terms of their embodied semantic references that support brand identity.The research approach combines the perspectives of product semantics and brand research. The empirical data has been gathered through qualitative ease studies,Nokia (mobile phones) representing the case of the research.The results show that consistent formal style is a power to uplift brand image.The establishment of the for mal style in a company is the result of influence of brand identity.
Product Design Brand Identity Formal Style Product Semantics
Kai Wang
Department of Industrial Design,Shanghai Maritime University
国际会议
广东顺德
英文
89-92
2009-09-03（万方平台首次上网日期，不代表论文的发表时间）