基于符号学的品牌联名设计解读

Interpretation of Co-branding Design Based on Semiotics

中文关键词: 品牌联名  符号学  双轴关系  设计

英文关键词: co-branding  semiotics  biaxial relationship  design

中文摘要:

      目的 在互联网商业基础背景下，品牌竞争十分激烈，品牌联名大行其道，从符号学的视角解析当下品牌联名的设计文本构成，关注品牌联名的设计元素，提取出符号意义生成的逻辑结构的合理性。将品牌联名作为新时代产品竞争的利器，用以创造、强化与竞争对手的差异点的方式，有效提升产品的设计价值。方法 以符号学中双轴关系为理论基础，根据意义层面的聚合轴和元素符号的组合轴，构成四种品牌联名双轴关系模型，并进行分类解读。结论 品牌联名合作迎合了消费者多元化的需求，在互相合作的品牌个性上不仅带来了强化和延展，还赋予了更多品牌衍生效应。通过双轴理论揭示了品牌联名设计的内在的逻辑关系，以及所赋予的全新定义，总结出四种品牌联名双轴关系模型的设计特点和有效性，为品牌联名的设计创新提供了更为多元化的阐释空间。

英文摘要:

      under the background of Internet business, brand competition is very fierce, and Brand Co-branding is popular. This paper analyzes the current design text composition of Brand Co-branding from the perspective of semiotics, pays attention to the design elements of Brand Co-branding, and extracts the rationality of the logical structure of symbol meaning generation. Brand Co-branding as a sharp tool of product competition in the new era, to create and strengthen the differences with competitors, effectively enhance the design value of products. Based on the theory of biaxial relationship in semiotics, according to the aggregation axis of meaning level and the combination axis of element symbols, four kinds of brand joint name biaxial relationship models were constructed, and the four models were classified and interpreted. The co-brand cooperation caters to the diversified needs of consumers, not only strengthens and extends the brand personality of collaboration but also endows more brand derivative effects. Through the biaxial theory to reveal the internal logical relationship of Brand Co-branding design, as well as the new definition given, summed up the design characteristics and effectiveness of four kinds of Brand Co-branding biaxial relationship model, which provides a more diversified interpretation space for the design innovation of Brand Co-branding.