以品牌叙事和品牌设计为中心的品牌设计更新战略研究——以蒙牛为研究案例

STRATEGIC RESEARCH OF BRAND RENEW BASED ON BRAND NARRATIVE AND DESIGN——FOCUSED ON THE MILK PRODUCT CASE

品牌更新是促使消费者心理朝积极方向转变的有效方法。文章提出运用品牌叙事和品牌设计对蒙牛进行系统及深入的品牌更新。首先对研究背景与研究目的进行阐述与说明;其次对品牌更新的意义及必要性进行了介绍;第三提出蒙牛的品牌更新需要从品牌表达要素中的品牌洞察力、品牌承诺、品牌弹性以及品牌专属权中的自选设计、品牌体验和品牌杠杆几个层面更为详尽地去进行。第四分析了如何从品牌名字、包装、推广、互动四个层面对蒙牛进行品牌设计的更新。

Brand renewal is an effective method to turn the psychology of consumer positive. This paper proposed to systematically and deeply update the brand of Mengniu by approaches of brand narrative and brand design. Firstly, it expounded and illustrated the background and purpose of research; then, it introduced the significance and necessity of brand renewal; thirdly, it proposed that brand renewal of Mengniu should be further implemented from several factors of brand expression including brand insights, brand promise and brand elasticity, as well as from design for self-selection, brand experience and brand leverage of the Brand Franchise; Finally, it analyzed how to renew the brand design of Mengniu from perspectives of brand name, packaging, promotion and interaction.