家具行业的品牌化之路——品牌形象设计模块探讨

The Branding Way of Furniture Industry——Branding Image Design

所有的企业都想要做品牌。但当今国内真正做到大品牌的屈指可数,在家具行业内的品牌更是少之又少。市场上,家具行业内的品牌形象表现比较混乱,他们没有清晰的主线和有效的传播品牌;在他们的品牌化过程必然存在一定的阻碍。笔者从消费者认识的角度去分析品牌化和品牌基因,探讨家具行业品牌形象设计的要素,以国外知名家具品牌作为案例分析,让家具企业主们真正了解品牌化是什么,也为设计正确的品牌形象传播提供方向和思路。

Every company wants to have their own brands,but the real big brand in China are very limited,especially in furniture industry.The confusing furniture brand images in the market without a clear graphic line and an effective brand images resulted in some obstacles in the branding way of furniture enterprises.From the consumer’s point of view,the branding and brand DNA were analyzed and the elements of the furniture industry brand image design were explored in the paper.Taking well-known foreign brands as case studies,the authors provide the direction and ideas for the right branding.