Advertisement

A Service Design Research on New Information Technology of Fruit Brand Experience and Innovation

  • Liang Yin
  • Bin Bin Li
  • Lu Shengli
Part of the Lecture Notes in Computer Science book series (LNCS, volume 8528)

Abstract

This article focus on studying brand experience under the background of IOT through data selecting and analysis , try to make a service design plan according to the design-driven branding innovation. We take a local fruit brand as study object named “Taozhiyuan” , not only focus on logo or package but try to establish a co-design platform which all the stakeholders and take part in . This platform is based on the system supported by the Wuxi PeachWell IOT Technology Co. Ltd .

We exploit our own toolkit for brand experience under the help of anti-counterfeit and packaging technology of sponsor. Then we try to establish the cultural identity and value features of “Taozhiyuan” based to brand identity and package design, according to this we will develop the innovative approach and new method under the idea of design-driven brand innovation.

According to the Schmitts theory of five-element-pattern brand experience,we carry out design- -intervention and make service design plan about branding innovation system including: information technology platform own by ourselves, platform for user data collection, analysis system for user data , operating a platform for user service system, according to this , we want to approach branding innovation and improvement in the end.

Keywords

New information technology Fruit brand Brand Experience Brand innovation Product service design 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. 1.
    Deng, W.J., Yeh, M.L., Sung, M.L.: A customer satisfaction index model for international tourist hotels: Integrating consumption emotions into the American Customer Satisfaction Index. International Journal of Hospitality Management 35, 133–140 (2013)CrossRefGoogle Scholar
  2. 2.
    Schimitt, B.: Experiential Marketing:How to get customers to sense feel think act relate to your company and brand, p. 271. The Fress Press, New York (1999)Google Scholar
  3. 3.
    Brakus, J.J., Schmitt, B.H., Zarantonello, L.: Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing 73(3), 52–67 (2009)CrossRefGoogle Scholar
  4. 4.
    Meroni, A.: Designing foe Social Innovation: the project Feeding Milano Energy for Change (2010), www.ltds.ufrj.br/inovabr/apresentacoes/meroni.pdf
  5. 5.
    Norman, D.A.: Living with Complexity. The MIT Press, London (2010)Google Scholar

Copyright information

© Springer International Publishing Switzerland 2014

Authors and Affiliations

  • Liang Yin
    • 1
  • Bin Bin Li
    • 2
  • Lu Shengli
    • 3
  1. 1.Design CampusPolitecnico di MilanoMilanoItaly
  2. 2.School of DesignJiang nan UniversityWuxiChina
  3. 3.Wuxi PeachWell IOT Technology Co. LtdWuxiChina

Personalised recommendations