从品牌形象到产品设计

From Brand Image to Product Design

经济全球化把各个国家和地区联系在一起，造就一个巨大的经济圈，品牌形象在其中起着举足轻重的作用。消费者通过使用产品而逐渐认识了解产品的品牌，进而对品牌形象进行感知与评价，使消费者由产品使用经验积累形成品牌经验，增强产品与消费者之间的关系。这是品牌与消费者不断互动沟通持续对话的结果。（见图1—1）

Through the frequent use of products, consumers gradually understand the products, therefore get more perception and evaluation upon the brand image, and finally accumulate their brand experiences. So product design is of great importance to brand image establishment. Only by well integrating product design with the brand image can brand image system be integral and product design be scientific.