When you flip through the pages of a series of books on brands, almost all of them discuss brand image and brand design. However, very few attempt to distinguish between the two, instead generally labeling them as "brand image design" or "brand image planning." Indeed, brand design and brand image are closely related because design is about shaping the image, and the image cannot be separated from design. Accurately distinguishing between the two is almost impossible. But this does not mean they can be treated as one and the same, especially in this book, where it is necessary to differentiate between brand design and brand image.
Let's use a metaphor: If a brand is like an unpolished woman, we hope that she presents herself to the "God" consumer as a young, passionate, modern urban lady. What needs to be done now is to package and design her from the inside out, just like fashion designers dress up models according to their ideals. We need to enhance her inner qualities: cultural refinement, talent training, and the instillation of a modern spirit, improving her dressing and aesthetic taste; promoting leisure, healthy sports with high-quality aesthetic appeal; and if necessary, even plastic surgery on her eyes, nose, and other facial features. Finally, we present her beauty, charm, and allure to the consumers. The brand image is like the image of this woman, what enterprises 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 clear brand image, a tool, method, and path to shape the brand image, a process.
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