论“中国广告与品牌大会暨中国广告年度大奖”赛事品牌形象塑造与设计

Discussing about China Advertising & Brand Conference Brand Image Building and Designing

本文以"中国广告与品牌大会暨年度大奖"赛事品牌塑造与设计个案作为实证研究,研究认为,该赛事品牌塑造的成功之道与传播策略主要有:一是提炼鲜明的赛事品牌个性识别;二是设计独特的赛事品牌视觉要素,包括独具魅力的基础要素和应用要素;三是整合有效的赛事品牌传播策略。以期为中国广告赛事品牌形象理论研究的深入以及实践的展开提供理论上的借鉴和支持。

The author using the ＂China Advertising Annual Awards＂, which the author participate in, as the empirical study. The research think that the mainly successful reason of ＂Chine Advertising Annual Awarding Ceremony ＂ is that= First, Refining the distinct competition brand personality recognition,. Second, the unique design of the competition brand visual elements, which includes designing the unusual basic elements and the unique applicatad elements. The last is integrating the effective competition brand communication strategy. Expect that the paper will provide a theoretical reference and support to the in-depth theoretical study and practice of Chinese advertising Competitions brand image.