广告赛事品牌形象塑造与设计探析

THE RESEARCH OF BRAND IMAGE BUILDING AND DESIGN IN ADVERTISING COMPETITION

广告赛事必须十分重视塑造品牌形象。品牌形象是指企业或其某个品牌在市场上、在社会公众心中所表现出的个性特征,它体现公众,特别是消费者对品牌的评价与认知。本文通过对目前国内为数不多有关广告赛事品牌形象文献资料的整理和归纳,研究了广告赛事品牌形象塑造与设计的理论,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。

Advertising events must be attached great importance to shape the brand image. Brand image refers to the personality characteristics of the enterprise or its brand in the market, in the public heart, it embodies the public, especially the consumer to the brand evaluation and cognition. This paper studies the theory of the brand image of the brand image of the advertising events, in order to provide a reference and support for the theory of the brand image of China＇s advertising events.