Research on Product Identity Based on Brand Image in Electrical Power Tool Industry

摘要

Taking Kansei Engineering as the foundation, this paper puts forward the rule and approach to keep electric power tool’s brand image and product identity consistent. According to the interviews and questionnaire with the users and experts of electric power tools, it analyzes the structures and types of electric power tools, sets up a hierarchical model of the product identity based on the brand image, and has found the research methods and key techniques about the relations between the image expected by users and modeling elements of electric power tools. Therefore, it provides some basic research approaches on product identity of medium and small-sized enterprises to make the enterprise products to produce difference in visual identity and build up a good brand image.