Design on brand image building of special local produces

YANG Wen-jian

doi:10.11833/j.issn.2095-0756.2011.05.018

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Volume 28 Issue 5

Oct. 2011

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Article Navigation > Journal of Zhejiang A&F University > 2011 > 28(5): 789-793

YANG Wen-jian. Design on brand image building of special local produces[J]. Journal of Zhejiang A&F University, 2011, 28(5): 789-793. doi: 10.11833/j.issn.2095-0756.2011.05.018

Citation:

YANG Wen-jian. Design on brand image building of special local produces[J]. Journal of Zhejiang A&F University, 2011, 28(5): 789-793. doi: 10.11833/j.issn.2095-0756.2011.05.018

Design on brand image building of special local produces

doi: 10.11833/j.issn.2095-0756.2011.05.018

YANG Wen-jian

1.
School of Art and Design，Zhejiang A & F University，Lin’an 311300，Zhejiang，China

More Information

Corresponding author: YANG Wen-jian
Publish Date: 2011-10-20

Abstract

Although the brand building of special local produces has entered a rapid development period， today the majority of special local produces have weak brands or no brands. Both the quantity and quality of brands of special local produces are lag behind that of commercial brands. This paper gives the idea that the brand images building of special local produces consist of regional brand image building and corporate brand image building from a perspective of commercial design. As to the regional brand building, the local governments and the industry associations should take the leading responsibility for building the full set of brand image standards and the brands promotion. The corporate brand image can be divided into middle-end， low-end and high-end brands images. The former two brands can be developed by the image of regional brand. The later is the representative of regional brand. As to the high-end brands，brand personality should be emphasized and use the ecological design idea to build the high-end brand image and to develop high-end consumers. ［Ch，11 ref.］
- special local produce,
- brand image,
- brand building,
- regional brand,
- corporate brand

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通讯作者: 陈斌, bchen63@163.com

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沈阳化工大学材料科学与工程学院沈阳 110142

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Design on brand image building of special local produces

doi: 10.11833/j.issn.2095-0756.2011.05.018

YANG Wen-jian

1. School of Art and Design，Zhejiang A & F University，Lin’an 311300，Zhejiang，China

Corresponding author: YANG Wen-jian

Publish Date: 2011-10-20

Key words:

Abstract: Although the brand building of special local produces has entered a rapid development period， today the majority of special local produces have weak brands or no brands. Both the quantity and quality of brands of special local produces are lag behind that of commercial brands. This paper gives the idea that the brand images building of special local produces consist of regional brand image building and corporate brand image building from a perspective of commercial design. As to the regional brand building, the local governments and the industry associations should take the leading responsibility for building the full set of brand image standards and the brands promotion. The corporate brand image can be divided into middle-end， low-end and high-end brands images. The former two brands can be developed by the image of regional brand. The later is the representative of regional brand. As to the high-end brands，brand personality should be emphasized and use the ecological design idea to build the high-end brand image and to develop high-end consumers. ［Ch，11 ref.］

YANG Wen-jian. Design on brand image building of special local produces[J]. Journal of Zhejiang A&F University, 2011, 28(5): 789-793. doi: 10.11833/j.issn.2095-0756.2011.05.018

Citation:

YANG Wen-jian. Design on brand image building of special local produces[J]. Journal of Zhejiang A&F University, 2011, 28(5): 789-793. doi: 10.11833/j.issn.2095-0756.2011.05.018

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Design on brand image building of special local produces

doi: 10.11833/j.issn.2095-0756.2011.05.018

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通讯作者: 陈斌, bchen63@163.com

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Design on brand image building of special local produces

doi: 10.11833/j.issn.2095-0756.2011.05.018

1. School of Art and Design，Zhejiang A & F University，Lin’an 311300，Zhejiang，China

Corresponding author: YANG Wen-jian

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Design on brand image building of special local produces

doi: 10.11833/j.issn.2095-0756.2011.05.018

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通讯作者: 陈斌, bchen63@163.com

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Design on brand image building of special local produces

doi: 10.11833/j.issn.2095-0756.2011.05.018

1. School of Art and Design，Zhejiang A & F University，Lin’an 311300，Zhejiang，China

Corresponding author: YANG Wen-jian

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