An empirical research on designing and promoting the brand logo of yangshan shuimi peaches based on the theory of brand experience

Abstract

This research takes the theory of brand experience as the guidance, and is based on Bernd H. Schmitt's theory of five-element-pattern brand experience. His theory is basis of brand experience evaluation, and is the starting point and the ending point of brand promotion for us. We have creatively designed the semantic analysis tool of experience evaluation of the logo design of Wuxi fruit brand Yangshan Shuimi Peaches. And we evaluated 3 logo designs of Yangshan Shuimi Peaches of PeachWell brand as an empirical operation of brand experience evaluation. Through the operation of experience evaluation and stratified sampling, we got the index of experience CSI, we learned the layered quantization distinction of the 3 logos A, B and C of the same brand PeachWell. This research can provide positive positioning of design for promotion the fruit brand in Wuxi, and can provide effective and scientific design parameters for brand building. © 2013 Springer-Verlag Berlin Heidelberg.