基于品牌策略的新产品开发设计

本文通过对企业的品牌策略及其特征的分析,结合具体实例,从产品自身、系列产品和不同类产品形象的"家族"产品三个方面,提出了新产品开发设计如何与品牌策略融合,从而为企业降低新产品开发的风险,提高人们对品牌的认知度,提升企业整体文化形象提供了一种思维方法。

New Product Development Design Based on the Brand Strategy

Combined with concrete examples,the brand strategy and brand features were analysed,so,it proposes that the new product development design melts in brand strategy through product itself,serial products and the "family" products of different image.So,it provides one thought method for enterprises to reduce the risk of new product development,to raise the awareness of brand,and to enhance the overall image of enterprise culture.