品牌打造与文化包装——兼论长沙餐饮品牌文化包装之得失

Brand Forging and Cultural Packing:Advantages and Disadvantages of Cultural Packing of Dining Brand in Changsha

文化是品牌的灵魂,被文化包装的商品能在充满“铜臭味”的商业世界里展现出商品的美感和诱惑力。品牌的文化包装得当可提升品牌的价值,生动地传达企业和产品的理念,准确地进行品牌识别。长沙的餐饮品牌就文化包装而言不乏精品,但从整体上看仍忽略了文化包装的真正内涵,且思维模式单一。

As culture is the soul of brand, commodities packaged by culture canunfold their esthetic value and charm in the commercial society stinking with money. The brand with suitable cultural packing, served as a distinguishing feature, will raise the value of the brand, vividly transmitting the idea of an enterprise and its products. Changsha, as far as its cultural packing is concerned, has many excellent dining brands, but still overlooks the real connotation on the whole, and its thinking model is monotonous.