Title :
A research in the integration degree between product image and corporate brand image
Author :
Chen, Qiang ; Zhang, Lufang ; Qiao, Xinxin
Author_Institution :
Coll. of Art, Zhejiang Univ. of Technol., Hangzhou, China
Abstract :
Many domestic shaver enterprises do not establish clear corporate image in their consumers. In this paper, it takes an electric shaver corporation, Flyco, as an example, to explore the difference between its product image and the competitors´ product image. The integration degree between product image and corporate brand image is analyzed through semantic differential method. Some suggestions are given for defining and improving the corporate brand image.
Keywords :
design for quality; electrical products; product design; Flyco; corporate brand image; electric shaver corporation; integration degree; product image; semantic differential method; Computational modeling; Object recognition; brand image; integration degree; product image; semantic differential method;
Conference_Titel :
Computer-Aided Industrial Design & Conceptual Design (CAIDCD), 2010 IEEE 11th International Conference on
Conference_Location :
Yiwu
Print_ISBN :
978-1-4244-7973-3
DOI :
10.1109/CAIDCD.2010.5681333