试论品牌声音形象及其塑造方法
发布时间：2018-12-29 07:24
【摘要】：自20世纪50年代大卫·奥格威提出了品牌形象的创意观念以来，品牌概念深入人心人们逐步认识到品牌资产带给企业的溢价利益远远大于产品本身的价值，品牌的专有性文化性联想性也在一定程度上满足着消费者的心理需求，即消费者在购买产品的同时也在购买着产品或服务所送达的心理利益.随着市场环境的不断变化，企业对塑造品牌形象提高品牌竞争力给予了极大的重视在品牌塑造过程中企业通过给予品牌固定的个性加强品牌的logo设计强化产品包装的独特性并启用代言人以广告宣传篇的方式在消费者心目中建立品牌形象，即以品牌理念赋予品牌血肉，以行为理念规范品牌表现，符号化品牌形象向受众传播，值得注意的是符号化品牌形象中我们通常运用的手法是视觉化品牌形象，实际上符号识别还包含：视觉识别听觉识别和其他识别方式就识别而言，消费者是通过视觉听觉嗅觉味觉触觉来感知品牌内涵的，而这其中最为重要的是视觉和听觉.不言而喻，当前的品牌塑造方式更侧重于通过视觉感受来传达品牌，例如在品牌识别中的策略VI：从一个品牌的LOGO到标准色彩都有明确的规定，却忽视了听觉的重要性，若对听觉效果加以发掘其传播效果定不逊色于VI，同时也为品牌塑造开辟了新的发展方向 本课题着重分析了声音和品牌形象间的关系，通过综合比较研究声音对广告品牌形象建设的辅助和启示，总结出了声音在品牌形象塑造中的传播特点和优劣势，并在此基础上结合一些广告案例尝试性的初步提出品牌声音形象塑造的方法最后，对品牌声音形象提出几点补充性思考，，提倡业界及学界开始重视品牌声音形象的建设并坚持声音形象的传播，充分发挥声音在品牌形象建设中的优势
[Abstract]:Since David Ogilvy put forward the creative concept of brand image in the 1950s, people have gradually realized that the premium benefit brought by brand equity is far greater than the value of the product itself. The exclusive cultural association of the brand also meets the psychological needs of consumers to a certain extent, that is, consumers are also buying the psychological benefits of products or services. With the changing market environment, Enterprises pay great attention to building brand image and improving brand competitiveness. In the process of brand shaping, enterprises strengthen the uniqueness of product packaging by giving fixed personality to brand and strengthen the uniqueness of product packaging by giving brand fixed personality. The way of advertising articles is to establish brand image in the eyes of consumers, That is to say, brand concept is given to brand flesh and blood, brand performance is standardized by behavior idea, and symbolic brand image is transmitted to audience. It is worth noting that the usual technique we use in symbolic brand image is visual brand image. In fact, symbol recognition also includes: visual recognition, auditory recognition and other recognition methods. In terms of recognition, consumers perceive brand connotation through visual, auditory, olfactory, taste, tactile, and the most important of which are vision and hearing. It goes without saying that the current branding approach focuses more on communicating the brand through visual perception, such as the strategy of brand recognition, VI:, which is clearly defined from a brand's LOGO to standard colors, but neglects the importance of hearing. If the effect of hearing to explore its communication effect is not inferior to the VI, but also for brand shaping opened up a new direction of development. This topic focuses on the analysis of the relationship between sound and brand image. Through the comprehensive comparative study of the sound to the advertising brand image construction auxiliary and the enlightenment, summarized the sound in the brand image mold dissemination characteristic and the superiority and inferiority, On the basis of this, combining with some advertising cases, this paper initially puts forward the method of creating brand sound image. Finally, it puts forward some supplementary thoughts on brand sound image. It is advocated that the industry and academic circles begin to attach importance to the construction of the sound image of the brand and persist in the dissemination of the sound image, and give full play to the advantages of the sound in the construction of the brand image.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206
[Abstract]:Since David Ogilvy put forward the creative concept of brand image in the 1950s, people have gradually realized that the premium benefit brought by brand equity is far greater than the value of the product itself. The exclusive cultural association of the brand also meets the psychological needs of consumers to a certain extent, that is, consumers are also buying the psychological benefits of products or services. With the changing market environment, Enterprises pay great attention to building brand image and improving brand competitiveness. In the process of brand shaping, enterprises strengthen the uniqueness of product packaging by giving fixed personality to brand and strengthen the uniqueness of product packaging by giving brand fixed personality. The way of advertising articles is to establish brand image in the eyes of consumers, That is to say, brand concept is given to brand flesh and blood, brand performance is standardized by behavior idea, and symbolic brand image is transmitted to audience. It is worth noting that the usual technique we use in symbolic brand image is visual brand image. In fact, symbol recognition also includes: visual recognition, auditory recognition and other recognition methods. In terms of recognition, consumers perceive brand connotation through visual, auditory, olfactory, taste, tactile, and the most important of which are vision and hearing. It goes without saying that the current branding approach focuses more on communicating the brand through visual perception, such as the strategy of brand recognition, VI:, which is clearly defined from a brand's LOGO to standard colors, but neglects the importance of hearing. If the effect of hearing to explore its communication effect is not inferior to the VI, but also for brand shaping opened up a new direction of development. This topic focuses on the analysis of the relationship between sound and brand image. Through the comprehensive comparative study of the sound to the advertising brand image construction auxiliary and the enlightenment, summarized the sound in the brand image mold dissemination characteristic and the superiority and inferiority, On the basis of this, combining with some advertising cases, this paper initially puts forward the method of creating brand sound image. Finally, it puts forward some supplementary thoughts on brand sound image. It is advocated that the industry and academic circles begin to attach importance to the construction of the sound image of the brand and persist in the dissemination of the sound image, and give full play to the advantages of the sound in the construction of the brand image.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206
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