政府视角下以区域联想为核心的区域品牌伞构建研究

The Origin of Place Associations as the Core Value of Place UmbrellaBrandfrom the Perspect of Government

为了应对区域品牌建设中出现的一系列问题,区域管理者们不得不采取新的策略来发展区域经济。某些地区已经尝试将品牌伞策略应用于区域品牌的建设,构建区域品牌伞。探讨了以区域联想为核心的区域品牌伞的基本架构,并提出了影响作为区域品牌伞核心价值的区域联想可转移性维度。在国内外相关研究基础上,通过定性分析,提出区域品牌伞就是将区域品牌撑开成为伞状品牌,直接与产品相结合,作为其品牌或品牌一部分,构建一个以区域品牌为上层品牌,涵盖区域内一系列产品或品牌的区域品牌层级结构;影响区域联想可转移性的维度包括:强度、独特性、相关性、相似性、偏好性及抽象性。

In order to deal with problems of place brand , the place managers have to adopt new strategies.Some places have been trying to apply umbrella branding strategy to the construction of place brand.This paper mainly exanmines the construction of the origin of place associations as the core of place umbrella brand , and outline a set of criteria that helps marketers assess thepotential of the origin of place associations to be transferred across partners of a placeumbrella brand. Based on the related research at home and abroad , through the qualitative research this paper put forward that place umbrella brand is to expand place brand as the shape of a umbrella whice combine with products directly.And it＇s treated as a brand or a part of the brand to construct a palce brand as the top brand which covers a series of products or brands of place brand level structure ; the criteria of place image is strong , unique , relevant , congruent , favourable and abstract.