【作者】 胡俊；

【导师】 胡飞；

【作者基本信息】 武汉理工大学 ， 设计艺术学， 2008， 硕士

【摘要】 毋庸置疑,品牌已成为国际制造企业的核心竞争力,我国企业则缺乏品牌赖以形成的宏观环境、缺乏明晰的品牌定位和品牌价值认知、缺乏核心技术和研发能力。通过建立完整的设计识别(Design Identity,简称DI)系统,有助于完善企业品牌体系,提升品牌价值及其认知。设计识别以品牌识别为目标,以产品识别(PI)为核心,通过视觉识别(VI)增添丰富的外延意义和内涵意义,最终实现以用户为中心的价值创造和情感满足的品牌理念(MI)。随着手机产业在中国的兴起,手机设计已成为制约中国企业参与高附加值竞争的重要瓶颈。手机的设计识别则理所应当地成为手机品牌参与市场竞争的利器。本文运用了系统论、类型学和符号学等相关理论与方法,将手机视为一个运作系统,选取Nokia和Moto两大手机知名品牌,围绕产品识别、视觉识别、理念识别展开,探讨品牌理念与设计识别系统控制之间的关系。由于本研究主要是针对制造型企业品牌建构的实践应用层面,品牌形象和理念最终都要落实到产品实体层面上。因此,本文以产品识别为切入点,对2001年至2007年Nokia和Moto各款手机造型进行全面直观的对比分析,研究手机造型的特征及其演变过程。分别提取出Nokia和Moto各自呈现出的阶段性产品特征,也就是该品牌的产品识别。研究发现,无论是Moto的“结构化”产品识别还是Nokia的“特征性”产品识别,都是在维持产品识别同一性的基础上运用多种方法所进行的多样性诠释。与此同时,对各品牌手机广告进行分析,发现其视觉识别的同一性和广告诉求与表现的多样性。进而透过其各自建立的产品识别和视觉识别探寻其形成和发展过程中相应的品牌策略和管理理念。结果表明,产品识别和视觉识别的同一性和多样性最终归属为理念识别的规范性和持续性,理念识别贯穿于产品识别和视觉识别的演绎变化的始终。有效的设计识别系统,能够更好地确保具有品牌共性和延续性的设计要素导入新产品的开发流程中,更好地塑造品牌个性和品牌文化,提升品牌价值。因此,设计识别作为品牌战略的要端呈现出不可替代性,更是中国制造业由自主技术创新迈向自主品牌创新的必由之路。更多还原

【Abstract】 There’s no doubt that brands have been the core of international manufacturing enterprise. But in our country the brand can’t work well because of the absent of macroeconomic environment, the brand positioning, the awareness of brand, the core technology and the development capabilities.We can improve firms’ brand System, brand value and awareness by establishing an integrated Design Identity System (DIS). The goal of the Design Identity is the identification of brand and the identification of Product which through the Visual Identity to increase its extended meaning and connotation and finally achieves a Mind Identity which meets the creation and sensibility concerning about users.Along with the rising up of the mobile phone industry in china, mobile phone design becomes a bottleneck to the Chinese company which takes part into the competition of extra worth. Design Identity certainly should be an edge tool in brand competition.In this passage, System Theory, Typology, Semilogy and some related theories are used to discuss the relationship between brand manage and control Design Identity System by selecting two well-known brands such as Nokia and Motorola, treating mobile phone is as an operating system, and studying the Product Identity, Visual Identity, and Mind Identity. This study is the application of brand building in manufacturing enterprises, so the product is important. This paper studies the features of handset and its process of evolution by comparing and analyzing sections of Nokia and Motorola handset produced from 2001 to 2007. The result shows that the unity and diversity of Product Identity and Visual Identity attached to the criterion and permanence of Mind Identity throughout the Product Identity and Visual Identity.Effective Visual Identity System can ensure that inject common and continuous elements during the new products’ development, create the personality of brand and increase the worthiness. Therefore, as a brand strategy Design Identity is the key. It’s the only way to developing independent brand for Chinese manufacture.更多还原