品牌构建的原型模式

发布时间：2018-05-20 05:26

本文选题：原型 + 原型模式　；参考：《中南大学》2009年硕士论文

【摘要】： 形象经济时代,与消费者联结相关的形象掌控着企业的生死存亡。然而并非所有形象都能建立积极的有效联结,形象的魔力常常发生在潜意识深处,如何找到深藏在潜意识深处的沟通源代码,成为形象经济时代为品牌塑造者带来的挑战。回归人类心灵的潜意识深处,潜藏于人类集体无意识的、兼具共性与个性、灵活且持久的“原型”正是品牌塑造者所要寻找的沟通源代码。原型模式正是以原型为品牌核心驱动的构建方法,“12原型”作为原始意象能使原型置换变形并激活潜意识,从而影响消费者的行为,这一潜意识——意识的路径正是原型模式的运作方式,也是实现原型源动力向品牌的转化的唯一路径。架构现代商品神话故事是为原型动力转化铺设的通道。与古代神话的自发创造不一样,要实现品牌的现代商业神话需要对原型模式的架构因子有意为之,这些素材即作为原始意象化身的“神话人物”、能实现原型故事动力转化的网络“故事情节”、聚焦信息和目光的凹凸镜“符号”和融合所有要素并建立深层信仰的“品牌理念”。原型模式的优势在于为品牌注入灵魂。在其运用中势必兼顾品牌的“神”和“形”,具体而言涉及到选定合适原型、制造神话故事和管理组织经营三个环节。由照顾者变身英雄的慈善儿童机构“小钱立大功”将为我们证实:只有外塑型、内练功相结合才是品牌构建应走之路。然而,尽管原型拥有如此巨大的魔力,但它的深邃复杂和社会文化的差异等也相应带来了运用的局限,任何人造刺激可能产生的恶性社会影响,也应引起品牌构建者的重视。只有善用原型,才能分享品牌的经久不衰。
[Abstract]:In the era of image economy, the image related to the connection of consumers controls the life and death of the enterprise. However, not all images can establish positive and effective connection. The magic of image often occurs in the subconscious. How to find the source code of communication hidden deep in the subconscious is a challenge for the brand shapers in the era of image economy. To return to the subconscious of human mind, hidden in human collective unconscious, both common and individual, flexible and lasting "prototype" is the brand shaper to seek the source code of communication. Archetypal pattern is a method of building prototype as the core of the brand. "12 archetypes" as original images can transform archetypes and activate subconscious mind, thus affecting consumers' behavior. This path of subconscious consciousness is the mode of operation of archetypal mode and the only way to realize the transformation of prototype source power to brand. The construction of modern commodity mythology story is for the prototype dynamic transformation of the laying of the passage. Different from the spontaneous creation of ancient mythology, in order to realize the modern commercial mythology of brand, we need to deliberately do the structural factors of the archetypal model. These materials are "mythical characters" as the incarnation of primitive images. The network "story plot" which can realize the dynamic transformation of the prototype story, the "symbol" with the focus on information and vision, and the "brand idea" which combines all the elements and establishes the deep faith. The advantage of the prototype model is to inject the soul into the brand. In its application, both "God" and "form" of the brand will be taken into account, specifically involving the selection of suitable prototypes, the creation of mythological stories and the management and management of three links. The charity children's organization, "small money and great merit", which is transformed from caretaker to hero, will prove to us that the only way to build a brand should be the combination of internal and external training. However, although the prototype has such great magic power, its profound complexity and social and cultural differences have also brought about the limitations of its application. The malignant social impact of any artificial stimulus should also attract the attention of the brand builders. Only make good use of archetypes, can we share the enduring brand.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】