多元化战略下品牌识别的符号化缺失与构建

Lack and Construction of Symbolic of Brand Identity under the Diversification Strategy

中文关键词: 多元化  品牌识别  符号化  缺失  构建

英文关键词: diversity  brand identity  symbolic  lack  construction

中文摘要:

      基于品牌传播的原理与研究方法， 借助符号学研究了品牌传播中品牌识别的符号化表达。以五粮液为例， 分析了五粮液在品牌传播中品牌识别的符号化缺失的主要表现。论述了符号化品牌识别系统的构建方法： 提炼品牌视觉元素构建品牌识别符号化视觉； 具象品牌精神构建品牌识别符号化形象； 强化品牌联想构建品牌符号化记忆；塑造品牌人格化特征构建品牌识别符号化性格。期望能够对在品牌传播中存在相应问题的企业提供建议。

英文摘要:

      Based on the principle and research methods of brand communication, it studied the symbolic expression of brand identity in brand communication with symbolic knowledge. Case in Wuliangye, it analyzed the main expression of lack of symbolic of Wuliangye in brand spread and how to create symbolic brand recognition system which were to refine brand visual elements, construct brand identity symbolic vision; have brand spirits, construct brand identity symbolic image; strengthen brand lenovo, construct brand symbolic memory; build brand personal characteristics, construct brand identity symbolic nature. Hope to offer a few suggestions to enterprises with corresponding problems in brand communication.