Abstract：All over the world well-known enterprises from Europe and the United States are taking the most part of global profit by their elegant, high tech and fashionable brand images. There are many elements for marketing a high grade brand image and products design is one of the most important elements for it. In this dissertation, I will argue on how products design promotes high grade brand image building deeply. There is no doubt that Apple, Inc. has look-ahead comprehension for products design and their look-ahead products design can be the silent spokesman of brand image. Apple, Inc. creates huge profit by their miracle products with higher social appreciation whose management practice impress us so much. Finally, I will talk about the developing situation of Chinese enterprises whose products design and brand strategies need to be reinforced so much and point out what value and effect does products design work on brand image promoting. At the same time, under the globalization, the way how to promote their brand image by designing a elegant, high tech and fashionable products and seeking for the most part of global profit is the most important thing that Chinese enterprises need to figure out in a short time.
Key words: brand image; products design; Smiling Curve; Apple model
摘要：望观全世界，那些欧美国际企业都是凭其高端的品牌形象成功站立在价值链的顶端，抢占最大的利润。品牌形象的高端定位有各种的推动力。其中产品设计是品牌策略的重中之重。在本论文，我将以产品设计如何推动品牌形象的建立为论点，加大这方面的探讨。其中美国苹果公司对产品设计的理解超前深刻，产品设计就是其品牌形象无声的代言。苹果公司不断赢得社会赞誉的同时还收获了丰厚的利润，品牌经营手法高超可见一斑。最后，本文就国内众多企业的产品设计、品牌形象的发展现状，指出产品设计在品牌传播中的价值和作用。同时指出全球化经济条件下，中国企业该如何通过产品设计提升品牌附加值，并抢占全球价值链顶端。
关键字： 品牌形象；产品设计；微笑曲线；苹果模式
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