“软硬维度”下的品牌设计管理

Brand Management from “Soft” And “Hard” Perspectives

在全球经济一体化和信息化快速发展的时代大背景下,设计公司的长远发展与其经营管理策略和品牌的构建创新密切相关。在品牌设计与创新之中,不仅需要具有创意的设计人员、基础扎实的技术人员,更需要高层人员对品牌进行有效的管理与规划。通过列举并分析国内外知名企业品牌的构建,重点从品牌创新的"软维度"即品牌文化和消费者价值认同和"硬维度"即产品技术创新及市场份额的角度对企业品牌的发展进行了探讨研究。

In the milieu of global economic integration and rapid growth of information technology, a designing company＇s long-term development strategy and management strategy are closely integrated with its innovation and construction of brand. A brand innovation process involves creative designers, competent technicians and effective management and planning of the target brand. This article illustrates and analyzes some exemplary brand constructions among some well-known enterprises both at home and abroad, focusing specifically both on their ＂soft＂ dimension--the cultural value and consumers＇ acceptance of the brands and ＂hard＂ dimension--the market share and ranking of products.