低碳经济背景下的品牌形象广告策略分析

Low-carbon economy context of brand image advertising strategy

品牌形象广告是企业核心理念的视觉传播载体，在低碳经济背景下，低碳生活和低碳消费的理念深入人心，绿色形象设计对于品牌塑造与发展有着更为重要的价值。本文对部分品牌形象广告中的“低碳牌”进行分析，力图探索在经济转型过程中企业品牌形象塑造的定位、诉求、表现等广告策略方式的变化。

The brand image is the core concept of advertising visual communication carrier, the low-carbon economic situation, with the consumption of low-carbon living and the concept of low-carbon deeply rooted among the core concept of the brand has also undergone a transformation, so the green branding and image design is very important value for development .In this paper, part of the brand image advertising in the ＂low-carbon＂ analysis, Trying to explore the process of economic restructuring Image brand positioning, demand, performance, and so changes in the way advertising strategy.