摘要
通过对诺基亚手机形象视觉识别与传播效果的实证研究,探明产品的视觉形象作为品牌符号,其识别成为品牌消费的重要部分;品牌传播受遗传与变异规律的制约,其符号链须秉持一致性与连续性才可确保品牌传播的有效性;品牌符号在传播的双向环境中,应对内形成识别,对外加强区分。
Visual cognition effects of Nokia mobile telephones were studied.It was put forward that the cognition of product visual image is an important part of brand consumption.Brand transfer heredity and variance,and only keep its consistency and continuity can ensure effective transmission.Brand symbol can form cognition inside and strengthen division outside in bidirectional environment.
出处
《包装工程》
CAS
CSCD
北大核心
2007年第10期215-217,共3页
Packaging Engineering
关键词
符号
品牌
传播
视觉认知
symbol
brand
communication
visual cognition
