品牌创意策略与文化透视

Strategies for Creating Brand Names--from a Cultural Perspective

通过对一些国内外知名品牌成功创意的探讨,以引起人们对品牌意识和品牌创意策略的重视。在给品牌取个好商标名之时,应注重品牌的文化联想及渗透性,以期使品牌在目标市场获得文化认同。

Brand names, which concentrate on the essential properties and characteristics of brands, symbolize the cultural core of brands and play a key role in the economy society. By probing into the successful creation of some famous brands at home and abroad, the purpose is to arouse China's entrepreneurs' awareness of creating famous brands. It is argued that attention should be paid not only to the strategies of creating famous brands but also to the cultural connotations and acculturation of brand names.