基于品牌战略的视觉识别系统重塑研究

发布时间：2018-03-28 18:12

本文选题：品牌战略　切入点：视觉符号　出处：《陕西科技大学》2015年硕士论文

【摘要】：当今时代是符号化和品牌化的时代,也是品牌影响力决定市场地位的时代。举目所及,我们所见的事物很多已被符号替代,它无所不及:名人脸庞、标牌标语、产品商标,品牌的用户体验也变得符号化,品牌形象整合设计的时代已经来临,品牌的视觉识别系统已经不单是一个标识那么简单,而是逐渐完善升级成为一个涉及美学、社会学、消费心理学、市场营销学等学科的一个综合的视觉系统。随着中国消费者消费水平的提高,在消费趋向上愈来愈偏向于特色消费,在满足消费者物质需求的同时更要满足其心理需求。在这个“顾客就是上帝”的时代,品牌视觉形象的建设是品牌传播的重中之重,企业需要对品牌的视觉识别系统进行及时的更新和升级。为达到识别性和唯一性的传播目的,品牌的视觉系统需要以相对应的图文符号和特有的视觉语言传达企业的品牌定位和品牌核心价值观,品牌视觉识别系统的重塑不仅需要迎合消费者的个性化需求,还应该就品牌战略进行综合性地考虑。本文将从品牌战略的角度探索企业在进行视觉形象重塑时需要遵循的市场学规律和经济学规律,通过广泛的材料搜集与案例分析,对品牌视觉系统重塑的原因进行归类和研究,针对品牌形象重塑过程中的企业理念强化、品牌核心价值观提升、品牌创新支持等问题进行分析,在借鉴一些优秀品牌进行品牌形象重塑时的“变”与“不变”的基础上,针对我国企业进行品牌形象重塑时面临的困境、误区,风险,提出基于品牌战略对品牌视觉形象进行重塑的思路、设计策略和设计方法,提出企业在进行品牌视觉系统重塑时的品牌形象资产定位公式,为品牌视觉系统重塑提供科学的数据支持。最后根据研究中对品牌战略下的视觉识别系统重塑的分析,亲身参与西安诺瓦电子科技有限公司的品牌视觉系统重塑项目,在实践中检验本文的研究成果。
[Abstract]:This is an era of symbolization and branding, and of brand influence that determines the market position. As far as we can see, many of the things we see have been replaced by symbols: celebrity faces, placards, product trademarks, The brand's user experience has also become symbolic, the era of brand image integration and design has come, the brand's visual identification system has become more than a simple logo, but gradually improved and upgraded into an aesthetic, sociological, A comprehensive visual system for subjects such as consumer psychology, marketing, and so on. With the improvement of consumer consumption in China, there is a growing tendency towards characteristic consumption. In this era of "customer is God", the construction of brand visual image is the top priority of brand communication. Enterprises need to update and upgrade the brand's visual identification system in a timely manner. Brand vision system needs to communicate the brand positioning and brand core values with corresponding graphic symbols and unique visual language. The brand vision recognition system not only needs to meet the individual needs of consumers. From the perspective of brand strategy, this paper will explore the laws of marketing and economics that enterprises should follow in the process of visual image reconstruction, through a wide range of materials collection and case analysis. This paper classifies and studies the causes of brand vision system remodeling, and analyzes the problems in the process of brand image remolding, such as the strengthening of enterprise idea, the promotion of brand core values, the support of brand innovation, etc. On the basis of "change" and "invariance" of some excellent brands in the process of brand image remodeling, this paper aims at the difficulties, misunderstandings and risks faced by Chinese enterprises in the process of brand image remolding. This paper puts forward the thinking, design strategy and design method of brand visual image remolding based on brand strategy, and puts forward the brand image asset positioning formula of enterprise in the process of brand vision system remolding. Finally, according to the analysis of the visual recognition system remodeling under the brand strategy in the research, I personally participated in the brand vision system remodeling project of Xi'an Nova Electronic Technology Co., Ltd. The research results of this paper are tested in practice.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J524

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