品牌象征意义的塑造过程研究——以石库门上海老酒为例

The Research on the Process of Building up Brand Symbolism:Based on the case of Shikumen

品牌象征意义概念的提出为企业在产品高度同质化的市场环境中培育品牌竞争优势提供了一条新思路。通过理论回顾和对石库门上海老酒的深入分析,提出了塑造品牌象征意义的基本过程,即首先要定位独特的象征意义,然后再选择合适的宣传方式、营造典型的产品情境及创造持续的固化机会对之进行全面的传播。这种基本过程对企业成功塑造品牌象征意义具有很强的指导意义。

The advance of conception of brand symbolism provides a new approach for companies to cultivate brand loyalty in the market environment of high degree of homogeneity. Shikumen Shanghai Wine is a representative exam- ple of building successful brand symbolism. Based on literature review and a thorough analysis of Shikumen, this study puts forward the basic process of building up brand symbolism. First is to position unique symbolism, then to choose appropriate promotion, typical product situation and persistent communication to propaganda the brand. The basic process will take on practical managerial implications for company to build brand symbolism.