The technique of product identity for brands–Taking ceramic industry in Taiwan as examples

• Main Authors: Cheng-jui Yu, 余承叡
• Other Authors: Wen-chih Chang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/56740270159954071276

碩士 === 國立臺灣科技大學 === 設計研究所 === 96 === Product identity is the norm that industries set up to create a consistent image among diverse product series, and a crucial factor linking business philosophy and the property of product design. Although only one of many links within corporate identity system (CIS), product identity is nevertheless on the front line which contacts directly with consumers. It plays a great influence on the expressing of the corporate philosophy and the conveying of corporate image. Current visual identity consists mostly of trademark and standard font, while the importance of product identity has long been neglected. Even though, Taiwan’s ceramics industry has produced many successful brand building cases over the years. This study intends to explore, through case study, how some ceramics industries have succeeded in brand building and product identity management. Further discussion focuses on the design technique that industries adopt in establishing product identity. We acquire the following conclusions: 1. Product identity has three different purposes: providing consistence, generating an identity and conveying brand image connotation. 2. Corporate organization mode plays a positive role in conveying the ideas that brand aims to transmit; 3. Repeated check and reviewing of designing process may assure the product’s conformance to brand appeal; 4. Most successful companies tend to adopt differentiation strategy; 5. Texture, color and unique technique comprise the major part of product identity created by most brand companies; 6. Design style and trademark arrangement are the most frequently used designing methods, while texture is the next in sequence; 7. Company’s unique technique is the key to product identity building. Keywords: Brand; brand management; corporate identity; product identity