关于品牌识别、传播与体验的工作方法研究

发布时间：2018-06-23 17:22

本文选题：品牌 + 品牌识别　；参考：《湖南大学》2008年硕士论文

【摘要】： 品牌作为企业竞争力的核心资产,在“全球扁平化”的全球商业竞争中的作用越来越重要。农业时代竞争土地、工业时代竞争产品和服务,后工业时代竞争品牌。工业时代商业竞争中的特色、益处营销理论如USP理论正转向后工业时代以消费者为中心的体验营销。信息技术的无缝化覆盖,传统的大众传播媒介受到了多元化、分众化新媒体的挑战。大型传播集团的出现,加速了品牌战略、传播、评估、咨询机构资源的整合。目前在品牌的研究上有从营销学、管理学和传播学角度切入研究的宏观理论,如品牌战略、品牌管理、品牌传播、品牌评估、体验营销等,而另一方面设计艺术学也有在微观层面对品牌视觉化的表现技法研究。而作为中观层面的品牌传播设计,始于早期的视觉形象系统(VI),到后期随着视觉识别与企业哲学、经营战略的结合,在注重集体主义的日本发展出企业形象识别系统(CIS)。然而,CIS在实际运用中,对于理念和行为的识别过于空泛,难有实际的操作,从而造成视觉识别系统与前两者的脱节。IMC概念下的企业形象设计,在大众媒介的传播中所强调的是统一、重复的品牌形象,以求得消费者对品牌的认知。而在品牌识别设计中实际操作中发展出来的零售终端识别、声音品牌识别等结合体验方式的设计方法多以逾越VI的范畴。体验经济时代与新媒体的出现,需要有新的品牌传播设计工具。本文从品牌学的角度出发,界定品牌、品牌识别、品牌传播、品牌体验的概念和模块内容。以传播史为时间纵轴线,探求品牌识别、传播、体验的发展及其趋势。并从四个不同方面-品牌识别设计机构、品牌传播机构、品牌评估与咨询机构以及以日本au和中国移动为代表的企业品牌观点中,总结各自不同的品牌识别、传播、体验的工作方法,提出以建立消费者为中心,多元化品牌传播内容与媒介所构建的立体的品牌体验环境的ICE Tool模型。
[Abstract]:As the core asset of enterprise competitiveness, brand plays a more and more important role in the global business competition of "global flattening". Agricultural era competition land, industrial era competition products and services, post-industrial competition brand. The characteristic of the commercial competition in the industrial age, such as USP theory, is turning to the consumer-centered experience marketing in the post-industrial era. With the seamless coverage of information technology, the traditional mass media is challenged by the diversification and diversification of new media. The emergence of large communication groups accelerates the integration of brand strategy, communication, evaluation, and consulting resources. At present, there are macro theories from the perspective of marketing, management and communication, such as brand strategy, brand management, brand communication, brand evaluation, experience marketing, etc. On the other hand, the design art also has the performance technique of brand visualization at the micro level. As a medium level brand communication design began in the early visual image system (VI) and developed the corporate image identification system (CIS) in Japan with the combination of visual recognition and corporate philosophy and business strategy. However, in the practical application of CIS, the identification of ideas and behaviors is too vague and difficult to operate, which leads to the disconnection between the visual recognition system and the former two concepts, the enterprise image design under the concept of IMC. In the mass media communication, the emphasis is on the unified and repetitive brand image in order to obtain the consumers' cognition of the brand. However, in the actual operation of brand identification design, retail terminal identification, voice brand recognition and other combined experience design methods are mostly beyond the category of VI. Experience economy era and the emergence of new media, need a new brand communication design tools. This paper defines the concepts and modules of brand, brand identification, brand communication and brand experience from the perspective of brand theory. Taking the history of communication as the longitudinal axis of time, this paper explores the development and trend of brand identification, communication and experience. And from four different aspects-brand identification design agency, brand communication agency, brand evaluation and consulting organization, as well as Japan au and China Mobile as the representative of corporate brand views, summed up their different brand identification, communication, This paper puts forward the ICE tool model, which is based on the establishment of consumer-centered, multi-brand communication content and media.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】