1. The concept of brand design

Brand design in a broad sense includes strategic design, product design, image design and CI design; Brand design in a narrow sense thinks that brand design mainly refers to the design of brand name, trademark, trade name packaging and decoration, which is basically equivalent to the visual system design of enterprises.

More and more enterprises operate brand as a business, and get huge benefits from the growth of brand value. Brand has become a banner for enterprises to call on consumers. The boss of Coca-Cola once said: "Coca-Cola will never be destroyed. Even if a fire burns the Coca-Cola Company, a new Coca-Cola Company will stand up tomorrow!" It can be seen that the brand is the life and soul of the enterprise, and the enterprise and the brand exist together.

people can't help paying for the design when shopping. How different is it from our domestic sportswear to wear Nike and Adidas during sports? Why are some people willing to buy Nike and Adidas at more expensive prices? In fact, what you buy is the value-added service brought by design. Nike is famous for its design. It doesn't have its own factory, only its own sales and design organization. It slowly determines the brand that people trust by design and forms brand loyalty.

2. brand awareness

brand awareness refers to people's views and attitudes towards brands or related brand phenomena. It is the basic idea of the country, enterprises and individuals on brand and brand building, and it is a comprehensive reflection of brand values, resources, rights and interests, competition and strategy. Brand awareness runs through the process of brand design, and brand design is the concrete presentation of brand awareness. This concept embodies two connotations: first, the multi-level subject of brand awareness, that is, enterprises, consumers, government departments, social organizations and even all social members should have brand awareness and strive to shape their own brand image; The second is the enrichment of brand awareness, which covers all the cognition, emotion and experience about brand and brand building, among which the most important ones are brand strategic awareness, management awareness and so on.

3. the relationship between brand design and brand awareness

brand design is an all-round design of the brand under the guidance of brand awareness, so that the brand can reflect the values of the enterprise and the rights and interests of consumers. At the beginning of brand creation, enterprises are generally in the initial stage, and the design of brands often has great randomness and blindness. If there is a strong brand awareness at the beginning of brand design, enterprises will take fewer detours and the probability of success will be much greater. If an enterprise lacks brand development consciousness after establishing a brand, it will also affect the progress of the enterprise. It can be seen that brand design will be related to the fate and future of enterprises, and the research on brand design is a key step for enterprises to succeed.