琦鑫品牌形象设计应用研究

发布时间：2018-03-29 03:14

本文选题：琦鑫　切入点：品牌　出处：《昆明理工大学》2017年硕士论文

【摘要】：琦鑫农产品有限公司坚持以原生态喂养为准则,以为消费者提供安全、放心、营养、绿色的肉制品为使命,打造集养殖、加工、生产、销售为一体的综合性生活服务品牌。通过对品牌的重塑,展现营养、安全、健康的品牌价值,传递热情、温暖、关爱、信赖的品牌情感,从而拉近品牌与消费者内心的距离,建立信任、引发忠诚、促进品牌长远发展。此次研究围绕“七星品质信仰造”的价值核心,展开三套方案的品牌设计。设计方案一通过对“绿色生态养殖环境”的描绘,表达了产地资源优势造就了琦鑫牛肉无可比拟的高品质。对“土著黄牛健康体魄”的刻画,体现了土著黄牛的肌理更加紧凑,肉质更加细腻,味道更加鲜美。对“清真食品符号”的提取,显示出品牌对真主的信仰,对品质的保证;设计方案二,通过对“环境资源优势”的描绘,展现琦鑫黄牛饮山泉,吃野草,自由自在地放养生长。对“制作工艺”的描绘,呈现出琦鑫牛肉制作工艺的考究,精致不粗卤的态度。对“秘制配料”的刻画,展现原料配方祖传秘笈,营养健康造就了天然无添加的美味牛肉;设计方案三通过年轻、个性、趣味、夸张的表现手法,体现琦鑫牛肉美味畅享以及黄牛地处高原山区的自然资源优势。三套方案均包括品牌标志、创意图形、品牌宣传、品牌包装、品牌终端等设计内容,通过不同的设计风格、版式布局展现琦鑫牛肉的品牌价值与内在情感,激发消费者对品牌美好的联想。本文通过对肉类品牌设计方法及消费者需求的深入研究,用理论指导设计,重塑了琦鑫品牌视觉形象。一方面,希望通过科学、良好的视觉设计辅助琦鑫牛肉在短期内提高知名度,扩大销量。另一方面,用设计提升品牌形象,同时将品牌理念导入琦鑫,以促使产品开发、产业升级,提高品牌溢价。
[Abstract]:Qixin Agricultural products Co., Ltd. adhere to the original ecological feeding as a standard, for consumers to provide safety, rest assured, nutrition, green meat products for the mission, to create a collection of aquaculture, processing, production, Sales as one of the integrated life service brand. Through the brand remodeling, showing nutrition, safety, health brand value, transfer enthusiasm, warmth, love, trust brand feelings, thus drawing the brand and consumer heart distance, Building trust, triggering loyalty, and promoting the long-term development of the brand. This study revolves around the value core of "Seven Star quality belief making", and develops three sets of brand design. The first design scheme is to describe the "green ecological breeding environment." Expressing the resource advantage of producing area has created the unparalleled high quality of Qixin beef. The depiction of "indigenous cattle healthy body" reflects the more compact texture and the more delicate meat quality of indigenous cattle. The extraction of "halal food symbols" shows the brand's faith in Allah and its guarantee of quality. Design two, through depicting the "advantages of environmental resources", shows that Qixin cattle drink mountain springs and eat weeds. The description of the "making technology" shows the exquisite and refined attitude of the beef making process. The depiction of the "secret ingredients" shows the secrets of the raw material formula. Nutrition and health create natural and delicious beef without any supplementation. Design three uses youth, personality, taste, and exaggeration to express it. The three plans include brand logo, creative graphics, brand publicity, brand packaging, brand terminal, etc. The layout shows the brand value and inner emotion of Qixin beef, and stimulates the consumers' good association to the brand. This paper studies the design method of meat brand and consumer's demand, and guides the design with theory. On the one hand, through scientific, good visual design to help Qixin beef in the short term to increase visibility, expand sales. On the other hand, use design to enhance the brand image, At the same time, the brand concept into Qixin to promote product development, industrial upgrading, increase brand premium.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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