基于品牌人格的卡拉羊儿童背包设计研究

A Study on Carany Children’s Bag Design Based on Brand Personality

运用品牌人格理论中的品牌人格量表与品牌识别棱镜分析卡拉羊品牌,并设计儿童背包产品。介绍了品牌人格理论,包括品牌人格界定、品牌人格量表、品牌识别棱镜;分析了卡拉羊品牌人格特征;整合品牌人格量表与品牌识别棱镜进行了卡拉羊品牌人格优化;以卡拉羊儿童背包为例进行了产品设计实践。基于品牌人格量表与品牌识别棱镜,以卡拉羊品牌为研究对象,提取并优化卡拉羊品牌人格特征,设计了6款儿童背包。该研究将品牌人格理论运用于儿童背包产品开发过程中,对企业品牌文化构建、传播以及品牌产品一致性设计具有一定的价值。

The brand personality scale and brand identity prism in brand personality theory are used to analyze Carany brand and design children's backpack products.First,it introduces the theory of brand personality,including the definition of brand personality,brand personality scale and brand identity prism.Secondly,it analyzes the brand personality of Carany.Thirdly,it integrates the brand personality scale and brand identity prism to optimize the brand personality of Carany.Finally,it takes Carany children's backpack as an example to verify the product design practice.Based on brand personality scale and brand identity prism,and taking Carany brand as the research object,extracting and optimizing the personality characteristics of Carany brand,and design six cases of children's backpack.This research applies the theory of brand personality to the product development,which has a certain value to the construction,communication and consistency design of brand culture.