【摘要】：自20世紀50年代大衛(wèi)·奧格威提出了品牌形象的創(chuàng)意觀念以來，品牌概念深入人心人們逐步認識到品牌資產(chǎn)帶給企業(yè)的溢價利益遠遠大于產(chǎn)品本身的價值，品牌的專有性文化性聯(lián)想性也在一定程度上滿足著消費者的心理需求，即消費者在購買產(chǎn)品的同時也在購買著產(chǎn)品或服務(wù)所送達的心理利益.隨著市場環(huán)境的不斷變化，企業(yè)對塑造品牌形象提高品牌競爭力給予了極大的重視在品牌塑造過程中企業(yè)通過給予品牌固定的個性加強品牌的logo設(shè)計強化產(chǎn)品包裝的獨特性并啟用代言人以廣告宣傳篇的方式在消費者心目中建立品牌形象，即以品牌理念賦予品牌血肉，以行為理念規(guī)范品牌表現(xiàn)，符號化品牌形象向受眾傳播，值得注意的是符號化品牌形象中我們通常運用的手法是視覺化品牌形象，實際上符號識別還包含：視覺識別聽覺識別和其他識別方式就識別而言，消費者是通過視覺聽覺嗅覺味覺觸覺來感知品牌內(nèi)涵的，而這其中最為重要的是視覺和聽覺.不言而喻，當前的品牌塑造方式更側(cè)重于通過視覺感受來傳達品牌，例如在品牌識別中的策略VI：從一個品牌的LOGO到標準色彩都有明確的規(guī)定，卻忽視了聽覺的重要性，若對聽覺效果加以發(fā)掘其傳播效果定不遜色于VI，同時也為品牌塑造開辟了新的發(fā)展方向 本課題著重分析了聲音和品牌形象間的關(guān)系，通過綜合比較研究聲音對廣告品牌形象建設(shè)的輔助和啟示，總結(jié)出了聲音在品牌形象塑造中的傳播特點和優(yōu)劣勢，并在此基礎(chǔ)上結(jié)合一些廣告案例嘗試性的初步提出品牌聲音形象塑造的方法最后，對品牌聲音形象提出幾點補充性思考，，提倡業(yè)界及學界開始重視品牌聲音形象的建設(shè)并堅持聲音形象的傳播，充分發(fā)揮聲音在品牌形象建設(shè)中的優(yōu)勢
[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.
【學位授予單位】：東北師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G206

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