本文選題：品牌 + 品牌形象　； 參考：《中南大學(xué)》2008年碩士論文

【摘要】： 品牌形象廣告是廣告的一種形式,但它又有不同于其他廣告的特殊性,即它處于經(jīng)濟環(huán)境中,對樹立企業(yè)形象及品牌有很大影響。改革開放以來,我國有關(guān)在品牌理念、品牌管理等方面都取得了長足進步。但是,至今對品牌形象廣告仍然缺乏科學(xué)、文化、藝術(shù)緊密融合的系統(tǒng)性研究,尤其是缺乏在系統(tǒng)調(diào)查分析基礎(chǔ)上的實證研究,這是制約我國品牌建設(shè)的一項亟待解決的瓶頸問題。 品牌形象集中表現(xiàn)為品牌的整體價值觀及消費者的價值取向,是品牌的靈魂。本文借鑒國內(nèi)外研究的理論成果,尋求品牌形象廣告與企業(yè)形象、品牌形象塑造最佳節(jié)點,并將研究對象定為品牌形象廣告這個具體領(lǐng)域,系統(tǒng)地提出品牌形象廣告的定位和創(chuàng)意表現(xiàn)。本文圍繞品牌形象廣告體系進行了深入的研討,主要包括以下幾個方面的研究: 通過研究品牌形象廣告的內(nèi)涵,分析了品牌形象廣告對品牌的影響,并研究出品牌形象廣告的功能和價值;通過縱向、橫向?qū)Ρ妊芯?提出了品牌形象廣告的定位、創(chuàng)意與表現(xiàn)方法及管理措施,為繼續(xù)研究提供指導(dǎo)性的建議;通過對國內(nèi)外品牌形象廣告效應(yīng)、內(nèi)容、個性化的塑造原則分析,形成品牌形象廣告的理論基礎(chǔ);本文以成功的品牌形象廣告作為研究對象,首先調(diào)查分析目前品牌形象廣告的特征和意義,然后解讀其發(fā)展趨勢,并以此為基礎(chǔ)探尋品牌形象廣告創(chuàng)意表現(xiàn)方法和管理的若干思路。
[Abstract]:Brand image advertising is a form of advertising, but it is different from other advertising, that is, it is in the economic environment, which has a great impact on the establishment of corporate image and brand.Since the reform and opening up, China has made great progress in brand concept and brand management.However, there is still a lack of systematic research on the close integration of science, culture and art in brand image advertising, especially on the basis of systematic investigation and analysis.This is the bottleneck that restricts our country brand construction urgently to be solved.Brand image is the soul of brand.This article draws lessons from the domestic and foreign research theory achievement, seeks the brand image advertisement and the enterprise image, the brand image molds the best node, and will study the object as the brand image advertisement this concrete domain,Systematically put forward the brand image advertising positioning and creative performance.This article has carried on the thorough research around the brand image advertisement system, mainly includes the following several aspects research:By studying the connotation of brand image advertisement, this paper analyzes the influence of brand image advertisement on brand, and studies the function and value of brand image advertisement.Creative and expressive methods and management measures to continue to provide guidance for the study, through the domestic and foreign brand image advertising effect, content, personalized molding principle analysis, forming the theoretical basis of brand image advertising;This article regards successful brand image advertisement as the research object, first investigates and analyzes the characteristics and significance of the current brand image advertisement, and then interprets its development trend.And on this basis to explore the brand image advertising creative expression methods and management of several ideas.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：J524.3

【引證文獻】

相關(guān)碩士學(xué)位論文 前5條

1 韓璐;廣告藝術(shù)化對品牌價值提升的意義[D];吉林大學(xué);2011年

2 范邐;企業(yè)家個人品牌傳播對企業(yè)的影響及控制研究[D];中南大學(xué);2011年

3 閆妍;品牌美學(xué)視角下的平面廣告設(shè)計研究[D];北京服裝學(xué)院;2012年

4 宋瑤;公關(guān)廣告設(shè)計研究[D];西安理工大學(xué);2010年

5 盤勇;房地產(chǎn)品牌營銷策略研究[D];華中師范大學(xué);2012年

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本文編號：1741775