本文選題：品牌設(shè)計(jì) + 品牌命名�。� 參考：《湖北工業(yè)大學(xué)》2013年碩士論文

【摘要】：隨著國內(nèi)品牌市場的蓬勃發(fā)展，國外品牌的引進(jìn)，如今的市場競爭已經(jīng)不僅僅是品牌商品的競爭，現(xiàn)在已經(jīng)逐步延伸成為了品牌與品牌之間的競爭。如何在品牌競爭中占得一席之地，在消費(fèi)者心中建立良好的品牌形象，是我們每個(gè)企業(yè)都需要解決的問題。消費(fèi)者的品牌意識(shí)越來越強(qiáng)，良好優(yōu)質(zhì)的品牌形象有利于企業(yè)品牌的持續(xù)發(fā)展。 但是市場競爭越來越激烈，每時(shí)每刻都有新的品牌不斷在誕生，導(dǎo)致品牌的同質(zhì)化越來越嚴(yán)重。消費(fèi)者常常站在貨架旁，琳瑯滿目的商品，不知該如何選擇。從商品的宣傳重點(diǎn)到產(chǎn)品包裝甚至品牌名稱上，很難判斷出產(chǎn)品的特征與品牌個(gè)性。 本文主要是研究怎樣為一個(gè)新興的品牌命名以及設(shè)計(jì)品牌的視覺形象。通過了解品牌在國內(nèi)外的發(fā)展過程，熟悉品牌設(shè)計(jì)的構(gòu)成要素，分析成功品牌在命名上以及視覺形象設(shè)計(jì)上的經(jīng)驗(yàn)，歸納總結(jié)出品牌名稱的命名方法和原則，視覺形象設(shè)計(jì)的特點(diǎn)以及要素。本文以本土品牌黃鶴樓“1916”為案例進(jìn)行深入剖析，從“1916”品牌的定位、名稱由來，到品牌視覺元素的確定，從品牌產(chǎn)品的內(nèi)外包裝，到品牌視覺的廣告推廣，全方位的為消費(fèi)者呈現(xiàn)了一個(gè)經(jīng)過歷史熏陶、高貴、典雅的品牌形象。在此案例透徹的分析之下，完成了一個(gè)實(shí)踐案例的操作，實(shí)踐案例為黃鶴樓研發(fā)設(shè)計(jì)了一款新品“天香”。 總而言之，人們的生活水平逐步提高，，價(jià)值觀念與消費(fèi)觀念有了質(zhì)的飛躍和提高，他們對(duì)于商品的要求不再只是停留于商品的質(zhì)量、用途和功能之上，他們開始關(guān)注品牌的企業(yè)文化、品牌經(jīng)營理念，品牌的價(jià)值體現(xiàn)甚至超過了產(chǎn)品功能本身。品牌已經(jīng)不僅僅只是一個(gè)商品，它同時(shí)也是身份與品位的象征。一個(gè)好的品牌形象的建立，必須經(jīng)過完整規(guī)范的品牌設(shè)計(jì)。本人希望通過此文對(duì)品牌設(shè)計(jì)中品牌名稱的命名及視覺形象的研究與探索，總結(jié)出品牌設(shè)計(jì)中的原則與方法，從而使我們中國的本土品牌在國際舞臺(tái)上走得更廣、更遠(yuǎn)。
[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.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：J524

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本文編號(hào)：1927672