Study on design management of brand building

Analyzed the development and changes of product and design in immaterial society, pointed out that brand had become one of the important parts of product´s immaterial intensions, and brand building shouldn´t be limited in sales department, on the contrary it should be put into the whole product development process. Only with efficient design and design management, can brand building succeed. Along with the concept of design management, studied on the general pattern of brand building and the primary implement steps, analyzed the key phases in detail, and reflected on the main working contents and the general procedure of brand design management. Based on that, analyzed the brand building process of SONY, and discussed four key issues particularly.