When you flip through the pages of a series of books on brands, almost all of them will touch upon brand image and brand design. However, very few attempt to distinguish between the two, instead lumping them together under titles such as "Brand Image Design" or "Brand Image Planning." Indeed, brand design and brand image are closely related because what is designed is the image, and the image cannot exist without design. It is almost impossible to accurately differentiate between the two. However, this does not mean that they can be conflated, especially in this book, where distinguishing between brand design and brand image is particularly necessary.
Let me use an analogy: if we consider a brand to be like an unpolished woman, and we want her to present herself to the "God" consumer as a young, passionate, unrestrained, modern urban lady, then what we need to do is to package and design her from the inside out. Just as fashion designers dress models according to their ideals, we need to enhance her intrinsic qualities: cultural熏tration, artistic training, and instilling a modern spirit, improving her clothing and aesthetic taste; cultivating a leisurely, healthy, sporty, high-quality aesthetic sensibility; and if necessary, even plastic surgery on her eyes, nose, and other facial features. Finally, we need to display her beauty, charm, and allure to consumers. The brand image is like the image of this woman—it is what businesses and consumers want to see and feel, their perception and evaluation of the brand, which is static. Brand design, on the other hand, is a series of packaging designs carried out based on a defined brand image. It is the tool, method, and means of shaping the brand image, a process.
Relevant topics: http://www.shanghai-seo.com, Shimao Property