基于品牌战略的产品形象识别设计

众所周知,企业实施品牌战略、打造品牌的目的就是使之与竞争对手的产品和服务区别开来.而随着科学技术的进步,作为品牌载体的产品,其“同质化”(价格、技术、质量等趋于相同)已成为全球市场普遍存在的趋势.因此,如何在品牌战略的基础上设计出具有特色鲜明的产品形象是企业与竞争对手形成明显差异、提高竞争能力的关键.

The design of product image based on brand strategy

It is well known that the aim why a enterprise implements the brand strategy and makes the brand is to distinguish it's products and services from the competitor's products and services.But along with the development of science and technology,the same kind products which are carriers of brands tends to be "homogeneous" in global market,that is to say the technology,functions and qualities of the products are almost the same.So it is the key to build the characteristic product image on base of brand strategy,which can distinguish from other similar products and enhance the enterprise's competitiveness.