从意义生成角度探析女装品牌化的三步骤——以阿依莲女装为例

An Analysis of the Three Steps Towards the Branding of Women’s Dress from The Perspective of Meaning Generation——A Case Study of A. yilian Women’s Dress

运用定性研究的方法,从符号意义生成角度探析品牌化三步骤：基于组合关系形成的品牌定位与品牌识别,符号的＂换档加速＂完成品牌外延到品牌内涵,＂换档加速＂后形成多重意义下的品牌内涵凝练。在这三步骤里运用理论与案例结合的方法,分析了阿依莲品牌在意义生成过程中的升级,定义了消费群,界定了消费身份,赋予了消费者符号意义,完成了阿依莲产品的品牌化。

Using the qualitative research method,this article analyses the three steps towards branding from the perspective of meaning generation： forming brand positioning and brand recognition based on the combination relation, shifting from brand extension to brand connotation with the accelerating shift of symbols,forming the concise brand connotation with multiple meanings. With theories and cases combined in the three steps,the articles analyses how A. yilian has upgraded itself in the process of meaning generation,defined the consumer identity,gives the consumer symbolic significance,and completed the branding of A.yilian products.