Abstract: Aiming at the need of brand identification in the process of automobile styling
development, a method of brand image research is proposed based on logistic regression. Taking
Hyundai as an example, the evaluation matrix of brand image is created by the survey of designers
and consumers. Then, the mathematical model of logistic regression is created to analysis the
modeling element characteristics and the modeling style characteristics. Finally, the validity of the
conclusion is verified by testing other samples through consumers’ survey.

Key words: automobile styling, brand image, logistic regression, modeling elements, modeling style