基于历史名人资源品牌化的品牌洋化现象治理研究

Research on the Governance of Brand Westernization Based on the Branding of Historical Celebrity Resources

品牌洋化现象本质上是我国特定时期根源于民族文化虚无主义的一种文化现象和企业经营现象,其出现的主要原因有西方文化入侵下崇洋消费心理出现、企业追逐短期利润和媒体传播推波助澜等。长远来看,品牌洋化对品牌可持续发展、品牌强国建设和文化强国建设都造成了危害。历史名人资源品牌化在治理品牌洋化现象方面具有独特而重要的价值,能够扭转品牌洋化现象带来的危害。基于历史名人资源品牌化来治理品牌洋化现象,应该从粗浅的品牌名称设计利用更多转向深度的品牌视觉形象设计利用,进而实现历史名人品牌意象和品牌价值观的高度契合。

The phenomenon of brand westernization is essentially a cultural phenomenon and an enterprise management phenomenon rooted in nihilism of national culture in a specific period.The main reasons for its emergence are the consumer psychology of worshiping foreign countries under the invasion of Western culture,the pursuit of short-term profits by enterprises and the promotion of media communication.In the long run,the brand westernization has done harm to the sustainable development of brands,the construction of brand power and cultural power.The branding of historical celebrity resources has unique and important value in the governance of brand westernization,and can reverse the harm brought by brand westernization.Based on the branding of historical celebrity resources,we should change from brand name design shallowly to brand visual image design deeply,and then achieve a high degree of alignment between historical celebrity brand image and brand values.