本文選題：核心價值理念　切入點：品牌風格　出處：《湖北美術學院》2008年碩士論文

【摘要】： 服裝品牌理念的設定及品牌風格的形成直接影響品牌日后的發(fā)展方向和未來命運,因此這兩大要素不僅關系到品牌被目標消費群接納的可能性,更關系到其日后的長久發(fā)展、持續(xù)延伸和消費群對品牌的忠誠。 品牌是一種文化現(xiàn)象,所體現(xiàn)的風格、引起的聯(lián)想、代表的形象,以及其最終的象征意義,都傳達著品牌理念的內(nèi)涵。品牌不是企業(yè)主觀臆造的,而是消費者在生活中長期積累的結(jié)果。要創(chuàng)建強勢的中國品牌,應從服裝品牌理念的構(gòu)建出發(fā),深入到目標消費族群的細分中去,將他們的生存狀態(tài)與品牌核心價值理念聯(lián)系起來,通過對品牌風格和形象要素的分析定位,實現(xiàn)在目標消費者聯(lián)想過程中,服裝品牌理念與品牌風格二者之間的成功傳達與認知的轉(zhuǎn)換,改變以往主要靠策劃者對于表現(xiàn)品牌理念設定與品牌風格轉(zhuǎn)化過程的控制階段的主觀臆斷。這個過程將消費者的個性特征、生活環(huán)境、品牌傳達的信息密切結(jié)合,品牌信息穿過各種屏障后,最終留在消費者腦海中的就是品牌的理念和特征。
[Abstract]:The establishment of clothing brand concept and the formation of brand style directly affect the future development direction and future fate of the brand. Therefore, these two elements are not only related to the possibility of the brand being accepted by the target consumer group, but also related to the long-term development of the brand in the future. Continuous extension and consumer loyalty to the brand. Brand is a kind of cultural phenomenon, which embodies the style, the association, the representative image, and its ultimate symbolic meaning, all of which convey the connotation of the brand idea. The brand is not the subjective conjecture of the enterprise. If we want to create a strong Chinese brand, we should proceed from the concept of clothing brand and go deep into the subdivision of target consumer groups. Through the analysis of brand style and image elements, they can be realized in the process of target consumer association. The successful communication and cognitive transformation between clothing brand concept and brand style, To change the assumptions of planners about the controlling stage of the process of brand concept setting and brand style transformation. This process closely combines the consumer's personality characteristics, living environment, and the information conveyed by the brand. After the brand information passes through all kinds of barriers, what stays in the consumer's mind finally is the brand idea and the characteristic.
【學位授予單位】：湖北美術學院
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2

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相關期刊論文 前2條

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本文編號：1655990