设计调研与品牌战略

Design Investigation and Brand Strategy

成功创造品牌视觉形象必须有贯穿始终的调查、研究与分析。设计调研的方法是否正确,调研的对象选择是否有针对性,调研的结果是否真实有效,调研后开发提案的设定是否可行;这些都会直接影响企业品牌战略的形成和实施,影响品牌作为文化象征的传播,影响消费者对品牌的认知和忠诚度。因此,只有科学有效的设计调研,才能充分体验消费者的社会生活,使品牌有独特个性并具深刻的含义,才能从战略的高度强化品牌魅力和彰显品牌的品质。

A successful visual image of brand creation must have investigations, researches and analyses throughout. Whether the way of design investigation is correct, whether the investigation object is well chosen, and whether the prop- osition developed after the investigation is applicable, all these will directly influence the formation and practice of the brand strategy, will influence the communication of the brand as a cultural symbol, and wiU influence the degree of ac- knowledgement and royalty of the consumers. Therefore, only with scientific and effective design investigations can we experience the social life of the consumers and can brand charm be reinforced and brand quality be shown from the stra- tegic perspective.