Recently, the Sino-German Branding Institute's National Art Fund funded project "Training of Innovative Design Talents for Specialty Brands in the Yangtze River Delta" has invited the following experts to participate in the workshopWang Jianjun, Vice President and Master's Degree Tutor, China Academy of Art International Union CollegeBringing courses to participants"The New Iceberg: New Trends in Brand Design and Communication".
In the course, Prof. Wang introduced the"The Ontology of Brands."He discussed with the participants the attributes, nature and meaning of brands, especially how to identify the true value of brands in the context of artificial intelligence. He noted that.Brands are not only an imagined reality in the minds of consumers, but also a tool to amplify value.. The Peircean Model of Semiotics (Peircean Model) will help us understand the symbols, interpretations and representations of brands.
Prof. Wang proposed two brand logic mechanisms: the simple mechanism and the complex mechanism. The simple mechanism includes identity, unification and trust mechanisms, emphasizing the self-similarity of the brand system. The complex mechanism covers corporate source culture (philosophy, mission, vision, value system), brand communication system, brand experience system and brand ecosystem, focusing on the role of brand core values in the brand system.
Prof. Wang also took the audience to discuss the issues that consumers consider when choosing brands and products and the basis of brand decision-making. The practical, aesthetic, symbolic and emotional functions of brands were analyzed through the case of Porsche sports cars.
Introduction of experts
Mr. Wang Jianjun is the Deputy Director of the International Joint School of the China Academy of Art, Master's Degree Tutor and Doctor of Philosophy. He studied in Germany at the University of Applied Sciences Cologne, the Department of History of Oriental Art, the Department of History of Western Art and the Institute of Japanese Culture at the Faculty of Philosophy of the University of Bonn, where he received his M.A. In 2005, Prof. Wang was a Visiting Scholar at Kansai University in Osaka Prefecture, Japan, where he visited and studied traditional architecture, arts and crafts and modern design in the regions of Nara, Kyoto and Osaka, etc. Since 2006, he has been working at the China Academy of Art, and has been working at the Sino-German Institute of Arts. China Academy of Art (CAA), where he teaches at the Sino-German Institute, as a professional teacher of the Master of Fine Arts program between CAA and the University of the Arts Berlin, Germany; since 2014, he has been the head of the Master's program in International Brand Communication between CAA and the Brand Institute, Germany; and since 2019, he has been a member of the mentoring team for the Master's program in Cross-Border Design between CAA and the Atlantic Design School in Nantes, France. His main teaching and research interests are visual communication, brand design, design history and design theory.Since 2012, Prof. Wang has founded Hangzhou Fenzhihua Chuan Cultural Creativity Co. He is the author of the book "The Aesthetic Program of Muthesius and the Source of German Modern Design Thought", "Study on the Revitalization Strategy of Hangzhou's Historical and Classic Industrial Brands", etc. He is also the chair of the project "Study on the Revitalization of Hangzhou's Historical and Classic Industrial Brands and Digital Communication", "Study on the Use of Interactive Display Platforms for Commercial Spaces and Augmented Reality in Retailing Terminals".
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