品牌形象演变与审美趣味研究

发布时间：2019-05-10 16:38

【摘要】：品牌形象是企业的核心,是企业及其发展的无形资产,有人说就算把可口可乐全部烧光,它依然能够凭借深入人心的品牌形象和品牌影响力重获新生。品牌形象作为视觉及信息的主要载体是品牌最直观的表现,消费者主要通过视觉形成对品牌的直观印象和感性认识,然后决定是否进一步走进去了解其内的文化、产品和服务,去接受,去传播。品牌形象能够展现企业独特的个性,让企业在众多的竞争者中脱颖而出,给大众留下完整、规范的印象,增加人们对企业的认同感。随着科学技术的推动,人类生活方式和文化结构的改变,人们的审美趣味发生了直接的变化。审美趣味作为一种审美判断标准,直接影响人们对产品的选择、评价和使用,进而影响企业对产品进行包装美化,对品牌形象进行调整。近年来许多公司都更换了自己的品牌形象,如滴滴出行、澳洲航空公司、谷歌、上海银行、优酷等,这些品牌形象的更新反映了企业对品牌形象的重视。那么,这些品牌形象提升的标准是什么?时代发展、品牌形象演变和审美趣味之间有怎样的关系?审美趣味如何具体的影响品牌形象?这些是值得我们探究和思考的问题。本论文立足品牌形象和审美趣味研究现状,结合国内外著作、期刊、学术论文等理论成果,梳理了品牌形象的演变史、品牌形象的内涵和价值、品牌形象更新的驱动力、时代发展与审美趣味的变化等,并结合一些品牌形象案例,分析时代发展、品牌形象演变与人们审美趣味之间的关系,即:时代发展使审美趣味不断更新,审美趣味又推动品牌形象更好的完善自已,审美趣味对品牌形象的提升包括情感上的纵向挖掘和感官上的横向刺激两个方面。把握时代发展,预见人们审美趣味的变化可以更好的促进品牌形象升级,更好的辅助企业选择和实施品牌战略,创造品牌价值,以上是自己在论文撰写过程中提出的一些有关品牌形象的建设性意见,希望能够为该领域的研究略尽绵薄之力。
[Abstract]:Brand image is the core of the enterprise and the intangible assets of its development. Some people say that even if Coca-Cola were burned up completely, it would still be able to regain its new life with its deeply rooted brand image and brand influence. Brand image as the main carrier of vision and information is the most intuitive performance of the brand, consumers mainly through the visual formation of the visual impression and perceptual understanding of the brand, and then decide whether to go further into the understanding of its culture, products and services. To accept, to spread. Brand image can show the unique personality of the enterprise, make the enterprise stand out among many competitors, leave a complete and standardized impression to the public, and increase people's identity to the enterprise. With the promotion of science and technology and the change of human way of life and cultural structure, people's aesthetic taste has changed directly. As a kind of aesthetic judgment standard, aesthetic taste directly affects people's choice, evaluation and use of products, and then affects the packaging and beautification of products and the adjustment of brand image. In recent years, many companies have changed their brand image, such as DiDi, Qantas, Google, Shanghai Bank, Youku, etc. These brand image updates reflect the importance of the brand image. So, what are the criteria for promoting the image of these brands? What is the relationship between the development of the times, the evolution of brand image and aesthetic taste? How does aesthetic taste affect brand image concretely? These are questions that are worth exploring and thinking about. Based on the current research situation of brand image and aesthetic interest, this paper combs the evolution history of brand image, the connotation and value of brand image, and the driving force of brand image renewal, combining with the theoretical achievements of domestic and foreign works, periodicals, academic papers and so on. The development of the times and the change of aesthetic taste, etc., combined with some cases of brand image, analyze the relationship between the development of times, the evolution of brand image and people's aesthetic taste, that is, the development of the times makes the aesthetic taste renew constantly. Aesthetic taste also promotes the improvement of brand image. The promotion of aesthetic taste to brand image includes two aspects: emotional vertical excavation and sensory horizontal stimulation. Grasping the development of the times and predicting the changes of people's aesthetic taste can better promote the upgrading of brand image, better assist enterprises to choose and implement brand strategy, and create brand value. These are some constructive suggestions on brand image put forward by myself in the process of writing the paper, hoping to make a little contribution to the research in this field.
【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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