Co-Brand Strategy of Evaluation of Visual Images in Furniture Design - Jimmy S.P.A. STRAUSS as Examples

摘要

This study aimed to investigate the correlation of the image associated by the design Co-Brand (Jimmy S.P.A. & STRAUSS) and the impression perceived by subject of viewers. Visual images were used to examine the merit of the evaluation. The best result is provided using an object as an appropriate evaluation method. There are a lot of factors which influence to evaluation of a design. This study is limited to distinguish the appearance from Jimmy's picture books transform furniture and so on. Co-Brand of Jimmy S.P.A. & STRAUSS is not easy because there are not from the same cultural, and industry background and applying different marketing strategy, it is a way to combine the two brands by designing, used questionnaire of SD (Semantic differential evaluation) evaluation method to test out the perception of viewers, the objective of this study is to investigate and appraised the Co-Brands use by of the image in furniture from patrons. SD evaluation result showed, if design cannot understand the perception image of Jimmy S.P.A & STRAUSS with viewers mind, furniture design also can't transmit feeling with design.