品牌设计的命名及视觉形象研究

发布时间：2018-05-24 04:23

本文选题：品牌设计 + 品牌命名　；参考：《湖北工业大学》2013年硕士论文

【摘要】：随着国内品牌市场的蓬勃发展，国外品牌的引进，如今的市场竞争已经不仅仅是品牌商品的竞争，现在已经逐步延伸成为了品牌与品牌之间的竞争。如何在品牌竞争中占得一席之地，在消费者心中建立良好的品牌形象，是我们每个企业都需要解决的问题。消费者的品牌意识越来越强，良好优质的品牌形象有利于企业品牌的持续发展。但是市场竞争越来越激烈，每时每刻都有新的品牌不断在诞生，导致品牌的同质化越来越严重。消费者常常站在货架旁，琳琅满目的商品，不知该如何选择。从商品的宣传重点到产品包装甚至品牌名称上，很难判断出产品的特征与品牌个性。本文主要是研究怎样为一个新兴的品牌命名以及设计品牌的视觉形象。通过了解品牌在国内外的发展过程，熟悉品牌设计的构成要素，分析成功品牌在命名上以及视觉形象设计上的经验，归纳总结出品牌名称的命名方法和原则，视觉形象设计的特点以及要素。本文以本土品牌黄鹤楼“1916”为案例进行深入剖析，从“1916”品牌的定位、名称由来，到品牌视觉元素的确定，从品牌产品的内外包装，到品牌视觉的广告推广，全方位的为消费者呈现了一个经过历史熏陶、高贵、典雅的品牌形象。在此案例透彻的分析之下，完成了一个实践案例的操作，实践案例为黄鹤楼研发设计了一款新品“天香”。总而言之，人们的生活水平逐步提高，，价值观念与消费观念有了质的飞跃和提高，他们对于商品的要求不再只是停留于商品的质量、用途和功能之上，他们开始关注品牌的企业文化、品牌经营理念，品牌的价值体现甚至超过了产品功能本身。品牌已经不仅仅只是一个商品，它同时也是身份与品位的象征。一个好的品牌形象的建立，必须经过完整规范的品牌设计。本人希望通过此文对品牌设计中品牌名称的命名及视觉形象的研究与探索，总结出品牌设计中的原则与方法，从而使我们中国的本土品牌在国际舞台上走得更广、更远。
[Abstract]:With the vigorous development of domestic brand market and the introduction of foreign brands, the market competition is not only the competition of brand goods, but also the competition between brands. How to take a place in the brand competition and establish a good brand image in the consumer's mind is the problem that every enterprise needs to solve. Consumers' brand awareness is becoming stronger and stronger. A good and high-quality brand image is conducive to the sustainable development of enterprise brands. But the market competition is more and more intense, every moment has the new brand unceasingly in the birth, causes the brand homogenization more and more serious. Consumers often stand next to the shelves, a dazzling array of goods, do not know how to choose. It is difficult to judge the characteristics and brand personality of the product from the emphasis of the product propaganda to the product packaging and even the brand name. This paper mainly studies how to name a new brand and design the visual image of brand. Through understanding the development process of brand at home and abroad, familiar with the constituent elements of brand design, analyzing the experience of successful brand in naming and visual image design, this paper summarizes the naming methods and principles of brand name. Visual image design features and elements. This article takes the local brand "1916" as the case to carry on the thorough analysis, from the "1916" brand localization, the name origin, the brand visual element determination, from the brand product internal and external packaging, to the brand vision advertisement promotion, All-around for the consumer presents a historical edification, noble, elegant brand image. In this case thorough analysis, completed a practice case operation, practical case for the Yellow Crane Tower R & D design a new product, "Tianxiang". In a word, people's living standards have gradually improved, and their values and consumption concepts have made a qualitative leap forward. Their demand for commodities is no longer just about the quality, use, and function of the goods. They began to pay attention to brand culture, brand management concept, brand value even beyond the product itself. Brand is not just a commodity, it is also a symbol of identity and taste. The establishment of a good brand image must go through a complete standard brand design. I hope to sum up the principles and methods of brand design through the research and exploration of the naming and visual image of brand names in this article, so that our local brands in China will go wider and farther on the international stage.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524

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