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Research Teams

Brand Communication Institute

 

Brand history portrayed the history of the modern economy. The brand represents a country's core competitiveness, national cohesion and national interests. Every developed country has international brands to serve the world. Promoting the brand strategy and cultivating world-renowned brands have become an important magic weapon forcountries to seize the market, promote their economic development. To upgrade the "Made in China", which is still hovering at the low-end ofinternational chain for many years, we must revitalize the national brands. To re-energize national brands and promote the national industry is an important driving force to achieve the great "Chinese dream". It is an inevitable choice for Chinese enterprises to take thebrand-driven business model to go to the world.
 
" Brand Communication Institute " of Beijing Technology and Business University, is committed to in-depth study of brand theory.And together with the domestic and foreign scholars and practitioners, we explore the construction of China's national brand communication system, and the building of good communication environment for thecultivating of well-known brands and international brands. Buildoriginal brands, shape well-known brands and improve the influence ofnational brand, and to contribute to the national brand building.
 
. Introduction to the Center
 
Founded in July 2013, the Brand Communication Institute (BCI) of Beijing Technology and Business University is one of the most important platforms of the national collaborative innovation program. It is a professional organization engaged in brand communication research and brand strategy service design. The center relies on the academic foundation of the business integration of the school and brings together the multidisciplinary research resources, such as economics, management, advertising, design, and psychology, to study the basic principles, modes of communication and elements of brand communication.And devote to the system development and services for positioning, brand image design, brand communication planning and others, and provide service of brand building consult, training , the whole case development and design.
 
, research areas
 
1. Brand communication model
Based on the consumer research and business analysis, establish brand positioning, plan brand concept, brand value, brand personality,and build brand communication system. The ultimate goal is to createbrand association, construct brand communication model with clear goal and complete system.
 
2. Brand vision system (VIS) overall design
Visualize the brand thinking, and do the direct and accurate dissemination on all-media platform online and offline. (VI is the visual recognition system, which has the most strong power of communication and infection of CIS system). Basic elements include: brand name, brand logo, standard words, standard colors, symbolic designs, slogans and so on. Application elements include: product modeling, office supplies, corporate environment, transportation tools, clothing, advertising media, signs, packaging systems, business gifts,exhibition and display, printed publications. Supporting systems include: enterprise (brand) website development, APP development, mobile web, WeChat platform development. The center has completed a large number of brand VIS cases, with a high level of VIS system development experience.
 
3. Brand communication effect research
Relying on advanced communication effects research system, wemeasure and track the indicators of the brand communication slogan, advertising language, logo, brand spokesperson, media communication strategy, changes in consumer attitudes, as well as brand awareness, reputation, loyalty, and do study of the integrated effect for brand communication.
 
4. Brand public opinion research
With a strong network monitoring and analysis platform for public opinion, we carry out special effects study on brand topics, brand characters, brand events, brand popularity and so on.
 
5. Cosmetics brand special study
Cooperate with "Chinese Cosmetics Collaborative Innovation Center", we do special research on cosmetics brands. We own rich experience ofCosmetics brand CIS design, as well as in-depth consumer insight on overall experience, feelings and evaluation with the help of scientific market evaluation indicators and values evaluation methods. We help cosmetics companies do scientific decision-making in brand marketing management. To help customers understand their own brand image, to understand the competitors’ brand positioning, the brand interest points for consumer and corporate users, to determine or re-determine the brand image and value of cosmetics, mine the cosmetic brand personality, groom the cosmetic product lines, complete the projectsfor cosmetics brand planning and brand image design. Provide sustainable development momentum for the cosmetics brand management.
 
6. Special research on food brands
Relying on the authoritative position on food research for the university, we cooperate with "food collaborative innovation center",do the food brand special research. Focus on food brand equity research, food market insight, brand opportunity analysis, brand strategy, brand planning, brand naming, brand word creation, and brand display design (Including brand identification design, environmental space guide design, packaging design, network design, Brand internal environment logo), to enhance the brand influence of food companies.
 
Ⅲ.the service case (list)
 
Design of Dynamic Graphical "Entertainment" in Brand Communication
Research on the Construction of Brand Ethics Value
Study on Packaging Design Strategy in Perfume Brand Image Construction
Research on Business Environment and Brand Communication in Beijing
Research on Brand Image Construction of State - owned Enterprises
A Study on the Culture of QingFeng
Research on Mobile Banking Brand and Interaction DesignEnterprise network brand building
Cosmetics interactive advertising and dynamic graphics demonstration animation design and production
Landscape time VI design
Series of promotion films commissioned by Beijing Municipal Civil Affairs Bureau
Brand image film production for Mai De
Heze Yao Shun Peony Biotechnology Co., Ltd. Official website and "Dan Li children" site construction
Research on Visual Identification System of Internet Product
Chuanhong Tea Group Brand Communication
Haze Star Man MG animation
Design of User’s Experience on mobile veichel
VIS Design of Tonghua IKEA Real Estate Co., Ltd
"Health" cosmetic brand planning
Nishi Rose cosmetics brand planning
The packaging Design of Gong Ying Fu moon cake
VIS design of Chinese Cosmetic Center
Visual Design of Beijing Daily Magazine
Website development for People in Happy Travel
VIS Design of Jilin Yimei Jia Technology Co., Ltd
VIS Design for Xiang Man Lou Restaurant Co., Ltd
VIS design for Elephant Culture Media Company
VIS Design for True Colour
VIS Design for Beijing Times Culture Co. , Ltd.
Website development for RADIOTEQ Technology Company
VIS design for Chao Ran Real Estate
User Experience Design of Harbin Bank
User Experience Design of National Grid
User Experience Design of Direct Technology
User Experience Design of China Science and Technology Museum
User Experience Design of Pacific Insurance Company
User Experience Design of Chinese Sports Lottery Issuing Company
Website development for Supply and marketing fund
Information Visualization Design of Large Science Project of Chinese Academy of Sciences
 
 
.Main members
 
Luo Ziming: Director of the Center, Professor, Dean of School of Art and Communication, Beijing Technology and Business University, master tutor. Expertise: brand communication theory, consumer psychology behavior research, data analysis.
 
Liu Hongju: deputy director of the center, associate professor, deputy director of digital media art department, master tutor. Expertise: brand image visual design, new media design.
 
Sun Jin: Associate Professor, director of digital media arts department. Expertise: animation art, graphic design.
 
Lin Gang: associate professor, master tutor. Expertise: advertising copy, corporate promotional copy, media writing.
 
He Yan: Associate Professor, master tutor. Expertise: brand culture, film language.
 
Jiang Yonghua: Associate Professor. Expertise: commercial digital photography, advertising photography.
 
Wu Simiao: Associate Professor. Expertise: film and television post-production.
 
Chen Xiaohuan: Associate Professor. Expertise: brand identity, graphic design.
 
Zhang Huizi: Associate Professor: expertise: brand crisis communication.
 
Wang Xinhui: Associate Professor. Expertise: brand narrative.
 
Yang Liu: Associate Professor. Expertise: film language.
 
Pang Bo: Lecturer. Expertise: graphic design, commercial illustration design.
 
Li Qiao Xue: Lecturer. Expertise: brand planning, film and television advertising creative, advertising photography.
 
Lu Hong: Lecturer. Expertise: Animation sub-lens design.
 
Cao Xin: Lecturer. Expertise: Interaction design, APP design.
 
He Siqian: Lecturer. Expertise: user research, brand image design.
 
Chen Si: Lecturer. Expertise: Business environment design.
 
Public Kedi: Lecturer. Expertise: market research, public relations planning.