Design--the horizontal extension of the brand (below)

Third, starting from the brand image, creating a great brand

Brand image is not just what we usually call the brand logo and visual system. It is a complex and inclusive concept.
Steps to create brand image:
1, brand research
2, planning and positioning
3, named
4, logo and VI design
5, environmental concept identification design
6, develop a brand management manual
7, implementation of training and late consultants

“First of all, aim at those people who have high incomes and strong consumer power. Once the products are accepted by these people, they will gradually migrate downwards and gradually transition to the middle-class customer population.” – Executive Director of Pernault Group, France Lijiade.

“Our products, unique flavors with a taste of springs and mountains in the northern forest area, are only popular and influential in some areas.” — Dick, vice president of marketing, Jacobine Courguer Brewing Co., USA Lenecour

These positionings are defined by the analysis and research of brand audiences and brand extension areas before brand building. Whether he is correct or not determines the correctness of visual image performance is the basis for brand success.

In our design, we often obtain style information, creative elements, and connotation by defining the target audience, expanding regions, and core competition points. For example, if you understand that the target audience is a young, middle-aged or stylish group, the white-collar class can grasp whether the style reflected in the logo is fashionable or traditional, etc.; understanding the scope of the brand extension area can clearly identify the kind of creation Text-based, what are the taboos of graphic colors, etc.; knowing that the core competition point of a brand is science and technology or human nature, the connotation of a clear logo can reflect internationalization, rigorousness, nationality, and affinity.

Contemporary Western scholars regard the study of consumption and consumption as an important means and content for studying lifestyle. Weber once pointed out that a specific lifestyle is represented by the specific law of consumer goods, that is, research on the consumption of goods can recognize lifestyle. “The social stratification of status is a coexistence of a monopoly on conceptual and material products or opportunities.... In addition to the honour of a particular status, it always relies on certain distances and exclusivity. We also see various The monopoly of materials. Such envy-loving hobbies may include certain privilege, such as wearing special clothes, eating special foods that are taboo for outsiders, etc....” and so on. "Thus, it can be concisely stated that 'class' is divided according to their relationship with the production of goods and the acquisition of goods, and 'status groups' are divided according to the laws of consumer goods that are manifested in their particular lifestyle. ”

A concept popular in the West - I consume, I exist. On the one hand, “what do I buy, then what am I?”, I bought a brand name to prove that I am a part of a special consumer group that can afford brand names. The buying and use of brand names has become a confirmation of status. On the other hand, the artistic design of a product is always directed at a specific consumer group. Even if it is a modern design that advocates for the public, its real modern product, especially its avant-garde design product, is mainly affluent. Hierarchy with a high cultural level. In fact, the value of the brand depends on the so-called "conspicuous consumption." The economist Van Buren has profoundly revealed this point in his Theory of Idle Classes. He believes that the leisure class invests money to symbolize their superior consumption of goods (products), the so-called “conspicuous consumption”. Consumption is not necessary to maintain life. It is a specialization. Since the use of these more exquisite items is proof of wealth, this kind of consumer behavior has become a glorious act; on the contrary, it cannot be based on the appropriate quantity and proper quality. Consuming means making submission and meanness.” At this time, what is consumed is not a commodity but a relationship, a kind of relationship between the consumer and the commodity and the collective and the world. "In order to become a consumer, the object must become a symbol, that is to say, it must in some way exceed a relationship it is representing. On the one hand, it is inconsistent with this specific relationship, and is artificially, Arbitrarily endowed with content; on the other hand, by forming an abstract, systematic relationship with the symbols of other objects, it obtains its own consistency and thus gains its own meaning. It becomes personal and enters its own series: it is consumed only, not in its materiality, but in its difference. "It is not the object that is consumed but the relationship itself. The relationship between consumer and product (design, that is, designed product) should be a relationship between use and being used. The use value is important, but the consumer must choose the product, and the product must have the value of surpass and use. The symbolic value above. Therefore, analyzing the psychology of consumers or grasping a certain consumer stratum plays a significant role in shaping the brand or brand value.

-- China Packaging Design Network