中国企业品牌口号变更路径及趋势研究——基于多案例研究视角

A Study of the Changing Path and Trend of Brand Slogans of Chinese Enterprises: From the Perspective of Multi-Case Study

企业品牌口号变更是保持品牌活力的重要管理决策。聚焦于伊利和海尔两个品牌,采取双案例研究和内容分析相结合的方法,探讨中国企业品牌口号的变更路径和趋势,并用验证性案例李宁公司品牌口号的变更路径对其进行验证。研究结果表明:中国品牌口号在部分特征的变更路径上呈现出明显的变更趋向性,表现为逐渐向消费者视角、感性诉求、较低的权力距离、较强的刚性作风、强烈暗示型和非联想型口号转变。

Changing the brand slogans of enterprises is an important management strategy to keep brand vitality. This paper focuses on two Chinese famous brands -- Yili and Haier -- to explore the changing path and trend of brand slogans in Chinese enterprises by employing the combined dou- ble-case study and content analysis method. Then it is verified with the changing path of brand slo- gans of Li Ning Company. The results reveal that Chinese brand slogans have shown an obvious changing tendency in the changing path with some characteristics, gradually changing into the slogans of such types as consumer-oriented perspective, emotional appeal, lower power distance, stronger rigid- ity style, strong implication and non-associative slogans.