品牌传播中的符号印记

Symbol Imprint in Brand Communication

引用鲍德里亚的符号消费观点,论述品牌传播和符号的关系,分析品牌在传媒过程中的表现形式,认识品牌作为一种视觉符号在传播中应具备的特性。掌握这些特性,可以有效建立品牌的传播途径,加深品牌的符号印记,增强符号消费力度。

The relations between brand communication and symbol were discussed by quoting Baudrillard＇s consumer views of symbol. The exhibition form of brand in communicating process and the characteristics of recognition of brand in communication as a visual symbol was analyzed. It was put forward that the mastering of the characteristics can help to establish effective communication path of brand, deepen symbol imprint, and strengthen symbol consumption.