Research on Product Identity Based on Brand Image in Electrical Power Tool Industry

摘要：

Taking Kansei Engineering as the foundation, this paper puts forward the rule and approach to keep electric power tool’s brand image and product identity consistent. According to the interviews and questionnaire with the users and experts of electric power tools, it analyzes the structures and types of electric power tools, sets up a hierarchical model of the product identity based on the brand image, and has found the research methods and key techniques about the relations between the image expected by users and modeling elements of electric power tools. Therefore, it provides some basic research approaches on product identity of medium and small-sized enterprises to make the enterprise products to produce difference in visual identity and build up a good brand image.

关键词： product identity brand image design electrical power tools

作者: SHEN Yue GUO Lihong LOU Min YU Jian-zhong

作者单位: Zhejiang Institute of Mechanical & Electrical Engineering Hangzhou 310053,China

会议类型: 国际会议

会议名称: 2011 IEEE 12th International Conference on Computer-Aided Industrial Design & Conceptual Design(2011年第12届国际计算机辅助工业设计与概念设计学术会议)

会议地点: 重庆

会议语种:英文

页码: 1-5

在线出版日期: 2011-12-01（万方平台首次上网日期，不代表论文的发表时间）