用品牌形象塑造解决中小企业存在的问题
|
摘要
为了解决中小企业中存在的品牌问题;分析品牌主要要素对其进行梳理,整理之间的关系并构建出品牌框架模型。并用品牌形象塑造来解决中小企业存在的问题。以THE SCIENTIST咖啡馆的品牌形象个案研究为例,对THE SCIENTIST咖啡馆的标识、空间、产品、物料、海报进行展开分析。针对中小企业存在的品牌问题,总结出解决的设计原则;通过不同的角度切入能起到一定的借鉴作用。结合品牌形象中的"有形形象"和"无形形象",提出简约性、代表性、形象性、长期性、统一性等设计原则,一定程度上帮助解决中小企业存在的品牌识别度不高、生命周期短、品牌层级低的问题。
To solve the problem of brands existing in SMEs;Analyze the main elements of the brand,sort out the relationship between them and build a brand framework model. And proposed to use the brand image to solve the brand problem of SMEs. Take the case study of the brand image of THE SCIENTIST Cafe as an example to analyze the logo,space,products,materials and posters of THE SCIENTIST Cafe.For the brand problems of SMEs,the design principles of the solution are summarized; the cutting through different angles can play a certain reference role.Combining the "tangible image" and "invisible image" in the brand image,the design principles of simplicity,representativeness,image,long-term and unity are proposed,which can help the SMEs solve the problem of brand recognition to a certain extent. The problem is that the life cycle is short and the brand level is low.
To solve the problem of brands existing in SMEs;Analyze the main elements of the brand,sort out the relationship between them and build a brand framework model. And proposed to use the brand image to solve the brand problem of SMEs. Take the case study of the brand image of THE SCIENTIST Cafe as an example to analyze the logo,space,products,materials and posters of THE SCIENTIST Cafe.For the brand problems of SMEs,the design principles of the solution are summarized; the cutting through different angles can play a certain reference role.Combining the "tangible image" and "invisible image" in the brand image,the design principles of simplicity,representativeness,image,long-term and unity are proposed,which can help the SMEs solve the problem of brand recognition to a certain extent. The problem is that the life cycle is short and the brand level is low.
引文
[1]赵璐,庞观,田依. ICON形象标签:品牌文化与品牌形象系统设计[M].北京:人民美术出版社,2015.
[2]于孟霞.我国中小企业的发展现状分析[J].天津经济,2013(11):33-34.
[3]陈勇.提升中国企业品牌国际竞争力探讨[J].集团经济研究,2007(20):208-209.
[4]周梅.情感营销时代的企业品牌设计[J].新闻界,2011(4):131-133.
[5]张倩.品牌价值评估方法研究[D].东北大学,2006
[6]Stephanie Diamond.视觉营销[M].北京:电子工业出版社,2015.
[7]巫大军,吴彪,杨艳.企业成长期的品牌形象设计个案研究[J].包装工程,2009(7):158-160.
[8]刘扬,代玥,周行.品牌形象策划设计[M].重庆:西南师范大学出版社,2013.
[9]白光.品牌资本运营通鉴[M].北海:中国统计出版社,1999.
[10]Krohn M. Strategically Integrated Design–Helping Brands to Keep Their Promises[J].Gfk Marketing Intelligence Review,2015,7(2):28-33.
[11]张光祥,何艳婷,吕艳.西游记品牌形象设计与推广研究[J].设计,2017,30(21):31-33.
[12]李明月,朱华.初级产品品牌形象建设——以农夫山泉为例[J].设计,2016,29(1):100-101.
[2]于孟霞.我国中小企业的发展现状分析[J].天津经济,2013(11):33-34.
[3]陈勇.提升中国企业品牌国际竞争力探讨[J].集团经济研究,2007(20):208-209.
[4]周梅.情感营销时代的企业品牌设计[J].新闻界,2011(4):131-133.
[5]张倩.品牌价值评估方法研究[D].东北大学,2006
[6]Stephanie Diamond.视觉营销[M].北京:电子工业出版社,2015.
[7]巫大军,吴彪,杨艳.企业成长期的品牌形象设计个案研究[J].包装工程,2009(7):158-160.
[8]刘扬,代玥,周行.品牌形象策划设计[M].重庆:西南师范大学出版社,2013.
[9]白光.品牌资本运营通鉴[M].北海:中国统计出版社,1999.
[10]Krohn M. Strategically Integrated Design–Helping Brands to Keep Their Promises[J].Gfk Marketing Intelligence Review,2015,7(2):28-33.
[11]张光祥,何艳婷,吕艳.西游记品牌形象设计与推广研究[J].设计,2017,30(21):31-33.
[12]李明月,朱华.初级产品品牌形象建设——以农夫山泉为例[J].设计,2016,29(1):100-101.