本文選題：品牌 + 品牌識別��； 參考：《湖南大學(xué)》2008年碩士論文

【摘要】： 品牌作為企業(yè)競爭力的核心資產(chǎn),在“全球扁平化”的全球商業(yè)競爭中的作用越來越重要。農(nóng)業(yè)時(shí)代競爭土地、工業(yè)時(shí)代競爭產(chǎn)品和服務(wù),后工業(yè)時(shí)代競爭品牌。工業(yè)時(shí)代商業(yè)競爭中的特色、益處營銷理論如USP理論正轉(zhuǎn)向后工業(yè)時(shí)代以消費(fèi)者為中心的體驗(yàn)營銷。信息技術(shù)的無縫化覆蓋,傳統(tǒng)的大眾傳播媒介受到了多元化、分眾化新媒體的挑戰(zhàn)。大型傳播集團(tuán)的出現(xiàn),加速了品牌戰(zhàn)略、傳播、評估、咨詢機(jī)構(gòu)資源的整合。 目前在品牌的研究上有從營銷學(xué)、管理學(xué)和傳播學(xué)角度切入研究的宏觀理論,如品牌戰(zhàn)略、品牌管理、品牌傳播、品牌評估、體驗(yàn)營銷等,而另一方面設(shè)計(jì)藝術(shù)學(xué)也有在微觀層面對品牌視覺化的表現(xiàn)技法研究。而作為中觀層面的品牌傳播設(shè)計(jì),始于早期的視覺形象系統(tǒng)(VI),到后期隨著視覺識別與企業(yè)哲學(xué)、經(jīng)營戰(zhàn)略的結(jié)合,在注重集體主義的日本發(fā)展出企業(yè)形象識別系統(tǒng)(CIS)。然而,CIS在實(shí)際運(yùn)用中,對于理念和行為的識別過于空泛,難有實(shí)際的操作,從而造成視覺識別系統(tǒng)與前兩者的脫節(jié)。IMC概念下的企業(yè)形象設(shè)計(jì),在大眾媒介的傳播中所強(qiáng)調(diào)的是統(tǒng)一、重復(fù)的品牌形象,以求得消費(fèi)者對品牌的認(rèn)知。而在品牌識別設(shè)計(jì)中實(shí)際操作中發(fā)展出來的零售終端識別、聲音品牌識別等結(jié)合體驗(yàn)方式的設(shè)計(jì)方法多以逾越VI的范疇。體驗(yàn)經(jīng)濟(jì)時(shí)代與新媒體的出現(xiàn),需要有新的品牌傳播設(shè)計(jì)工具。 本文從品牌學(xué)的角度出發(fā),界定品牌、品牌識別、品牌傳播、品牌體驗(yàn)的概念和模塊內(nèi)容。以傳播史為時(shí)間縱軸線,探求品牌識別、傳播、體驗(yàn)的發(fā)展及其趨勢。并從四個(gè)不同方面-品牌識別設(shè)計(jì)機(jī)構(gòu)、品牌傳播機(jī)構(gòu)、品牌評估與咨詢機(jī)構(gòu)以及以日本au和中國移動(dòng)為代表的企業(yè)品牌觀點(diǎn)中,總結(jié)各自不同的品牌識別、傳播、體驗(yàn)的工作方法,提出以建立消費(fèi)者為中心,多元化品牌傳播內(nèi)容與媒介所構(gòu)建的立體的品牌體驗(yàn)環(huán)境的ICE Tool模型。
[Abstract]:As the core asset of enterprise competitiveness, brand plays a more and more important role in the global business competition of "global flattening". Agricultural era competition land, industrial era competition products and services, post-industrial competition brand. The characteristic of the commercial competition in the industrial age, such as USP theory, is turning to the consumer-centered experience marketing in the post-industrial era. With the seamless coverage of information technology, the traditional mass media is challenged by the diversification and diversification of new media. The emergence of large communication groups accelerates the integration of brand strategy, communication, evaluation, and consulting resources. At present, there are macro theories from the perspective of marketing, management and communication, such as brand strategy, brand management, brand communication, brand evaluation, experience marketing, etc. On the other hand, the design art also has the performance technique of brand visualization at the micro level. As a medium level brand communication design began in the early visual image system (VI) and developed the corporate image identification system (CIS) in Japan with the combination of visual recognition and corporate philosophy and business strategy. However, in the practical application of CIS, the identification of ideas and behaviors is too vague and difficult to operate, which leads to the disconnection between the visual recognition system and the former two concepts, the enterprise image design under the concept of IMC. In the mass media communication, the emphasis is on the unified and repetitive brand image in order to obtain the consumers' cognition of the brand. However, in the actual operation of brand identification design, retail terminal identification, voice brand recognition and other combined experience design methods are mostly beyond the category of VI. Experience economy era and the emergence of new media, need a new brand communication design tools. This paper defines the concepts and modules of brand, brand identification, brand communication and brand experience from the perspective of brand theory. Taking the history of communication as the longitudinal axis of time, this paper explores the development and trend of brand identification, communication and experience. And from four different aspects-brand identification design agency, brand communication agency, brand evaluation and consulting organization, as well as Japan au and China Mobile as the representative of corporate brand views, summed up their different brand identification, communication, This paper puts forward the ICE tool model, which is based on the establishment of consumer-centered, multi-brand communication content and media.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 趙文;李金莉;;豆豆旅館品牌形象的數(shù)字化設(shè)計(jì)實(shí)踐[J];文學(xué)界(理論版);2012年12期

相關(guān)碩士學(xué)位論文 前7條

1 曹雯;整合營銷傳播視角下的品牌傳播研究[D];江西財(cái)經(jīng)大學(xué);2010年

2 馮結(jié)玲;基于品牌管理的大學(xué)精神建設(shè)研究[D];西南交通大學(xué);2010年

3 賈麗英;內(nèi)蒙古形象在本土企業(yè)樹立品牌形象過程中的運(yùn)用研究[D];蘇州大學(xué);2010年

4 付山柏;網(wǎng)絡(luò)環(huán)境下數(shù)字品牌傳播特點(diǎn)研究[D];湖南大學(xué);2010年

5 劉敏;品牌識別設(shè)計(jì)的一致性與多元互動(dòng)戰(zhàn)略模塊CISD[D];湖南大學(xué);2010年

6 潘攀;社交網(wǎng)站上企業(yè)品牌傳播研究[D];中南大學(xué);2012年

7 錢成;芙蓉杯國際工業(yè)設(shè)計(jì)創(chuàng)新大賽視覺系列設(shè)計(jì)[D];湖南大學(xué);2012年

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本文編號：2057840