摘要
以一批国内外知名品牌的变标为例,提出了"品牌符号势能"观念与基本原理,并进一步论述了作为符号资源的品牌符号具有的遍在性、稀缺性等属性。分析了七喜、李宁等一系列国际品牌的变标策略,提出了品牌设计传播中对符号资源的有效开掘能形成一种势能;阐述了品牌势能可转化为销售动能,提高商品溢价以及通过概念区隔形成市场壁垒的效用。
It pointed out the concept and basic principle of brand symbol energy and change logo based on the analysis of many famous brands at home and abroad.Furthermore,it discussed the basic character of the symbol resource such as scarcity and omnipresence.It analyzed the strategy of change logo international brand such as 7up and Li Ning,proposed brand design could form a energy for the effective digging of sign resource.It expounded that brand energy could transform to sales kinetic energy and improve commodity premium and effects of market wall.
出处
《包装工程》
CAS
CSCD
北大核心
2011年第16期15-18,共4页
Packaging Engineering
关键词
品牌设计
符号学
整合传播
brand symbols
sign resource
integrated communication
