基于企业品牌形象的产品形象构建方法研究

Study on Construction Methods of Product Identity Based on Corporate Brand Image

结合目前产品形象研究的现状和发展趋势,以企业品牌形象和产品形象的概念及关系为基础,提出了从不同企业产品形象的差异化,企业内产品形象的一致性等方法来构建产品形象系统,实现企业品牌形象和产品形象表达的一致性。

Considering current situation and development trend of Product Identity investigation, based on concepts of Corporate Brand Image and Product Identity and their relations, methods of constructing prod- uct identity system were put forward, according to the differentia of different corporate product identity and consistency of in-corporate product identity, to realize the consistency of corporate brand image and expres- sion of product identity.