品牌形象广告研究

发布时间：2018-04-12 22:39

本文选题：品牌 + 品牌形象　；参考：《中南大学》2008年硕士论文

【摘要】： 品牌形象广告是广告的一种形式,但它又有不同于其他广告的特殊性,即它处于经济环境中,对树立企业形象及品牌有很大影响。改革开放以来,我国有关在品牌理念、品牌管理等方面都取得了长足进步。但是,至今对品牌形象广告仍然缺乏科学、文化、艺术紧密融合的系统性研究,尤其是缺乏在系统调查分析基础上的实证研究,这是制约我国品牌建设的一项亟待解决的瓶颈问题。品牌形象集中表现为品牌的整体价值观及消费者的价值取向,是品牌的灵魂。本文借鉴国内外研究的理论成果,寻求品牌形象广告与企业形象、品牌形象塑造最佳节点,并将研究对象定为品牌形象广告这个具体领域,系统地提出品牌形象广告的定位和创意表现。本文围绕品牌形象广告体系进行了深入的研讨,主要包括以下几个方面的研究: 通过研究品牌形象广告的内涵,分析了品牌形象广告对品牌的影响,并研究出品牌形象广告的功能和价值;通过纵向、横向对比研究,提出了品牌形象广告的定位、创意与表现方法及管理措施,为继续研究提供指导性的建议;通过对国内外品牌形象广告效应、内容、个性化的塑造原则分析,形成品牌形象广告的理论基础;本文以成功的品牌形象广告作为研究对象,首先调查分析目前品牌形象广告的特征和意义,然后解读其发展趋势,并以此为基础探寻品牌形象广告创意表现方法和管理的若干思路。
[Abstract]:Brand image advertising is a form of advertising, but it is different from other advertising, that is, it is in the economic environment, which has a great impact on the establishment of corporate image and brand.Since the reform and opening up, China has made great progress in brand concept and brand management.However, there is still a lack of systematic research on the close integration of science, culture and art in brand image advertising, especially on the basis of systematic investigation and analysis.This is the bottleneck that restricts our country brand construction urgently to be solved.Brand image is the soul of brand.This article draws lessons from the domestic and foreign research theory achievement, seeks the brand image advertisement and the enterprise image, the brand image molds the best node, and will study the object as the brand image advertisement this concrete domain,Systematically put forward the brand image advertising positioning and creative performance.This article has carried on the thorough research around the brand image advertisement system, mainly includes the following several aspects research:By studying the connotation of brand image advertisement, this paper analyzes the influence of brand image advertisement on brand, and studies the function and value of brand image advertisement.Creative and expressive methods and management measures to continue to provide guidance for the study, through the domestic and foreign brand image advertising effect, content, personalized molding principle analysis, forming the theoretical basis of brand image advertising;This article regards successful brand image advertisement as the research object, first investigates and analyzes the characteristics and significance of the current brand image advertisement, and then interprets its development trend.And on this basis to explore the brand image advertising creative expression methods and management of several ideas.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J524.3

【引证文献】