Abstract
This research takes the theory of brand experience as the guidance, uses the brand experience evaluation as its method and aims the service design as its target. And the research is to search for the new theory and model of promoting brand image. We have designed creatively the semantic analysis scale of experience evaluation of Wuxi fruit brand Yangshan Shuimi Peaches. Psychologically, we evaluated 3 types of the packages of PeachWell Brand: A (the original package), B (new package) and C (new package). After that, we collected the CSI (Customer Satisfaction Index) data, which showed the difference: B>C>A. Demographic samples divided by different means all had their own different requires of brand packages. These CSI data showed us that the new package B and C made more contributions to upgrading the brand. According to the result analyses of the empirical research on brand experience, we bring up the detailed service design plans and positive advices of promoting the brand image.
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Xiong, W., Yin, L., Lin, X., Lu, S. (2013). An Empirical Research on Experience Evaluation and Image Promotion of Wuxi Fruit Brand: The Case of the Brand Package of Yangshan Shuimi Peaches. In: Rau, P.L.P. (eds) Cross-Cultural Design. Methods, Practice, and Case Studies. CCD 2013. Lecture Notes in Computer Science, vol 8023. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-39143-9_16
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DOI: https://doi.org/10.1007/978-3-642-39143-9_16
Publisher Name: Springer, Berlin, Heidelberg
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