WANG Zhihong , LI Feng
(1. Jingdezhen University, Jingdezhen 333400, Jiangxi, China; 2. Jingdezhen Ceramic University, Jingdezhen 333403, Jiangxi, China)

Abstract: Brand is the core competitiveness of enterprises, product image is the basis of brand building and brand building is the basis of product image. Family design is an optimization strategy of contemporary product development and brand image building, which has the characteristics of inheritance, stability and difference. Family design is also of great significance to the design of daily porcelain and the dissemination of brand image. Guided by problem consciousness, the authors constructed a multi-dimensional unified inheritance symbol of household design of daily porcelain from four aspects, including the design inheritance of uniform shape symbol, the design extension of similar pattern symbol, the stability of individual glaze symbol and the inheritance innovation of stable process symbol, thus putting forward the realization strategy of household design of daily porcelain. Through the family design of daily porcelain, the user’s daily porcelain personality and brand image are associated to matching experiences, the high-quality development of daily porcelain brand is promoted and the great goal of ceramic power will be achieved.
Key words: daily porcelain; product image; family design; personality; brand image