品牌建构中的青年亚文化驱动研究

Research on the Driving Force of Youth Subculture in Brand Construction

在以注意力经济为主导的时代,青年亚文化以其抵抗性、颠覆性和和边缘化的独特文化特征为品牌传播带来了新思路,其非角色型的抵抗性的独特精神赋值逐渐受到各大品牌的重视,在品牌传播实践中逐渐成为强大的驱动力,助力于品牌形象塑造,形成独特品牌个性,打破现代品牌传播困境,推动品牌高效传播。它所具备的颠覆性、抵抗性等特征也进一步助力受众对品牌活动的参与,借助情感体验推动品牌文化日臻完善。应将青年亚文化特色鲜明的文化内涵注入品牌传播实践,与品牌文化相结合,实现高效营销。

In the information age dominated by the attention economy,youth subculture brings new ideas to brand communication with its unique cultural characteristics of resistance,subversion and marginalization.The unique spiritual assignment of its non-role resistance has gradually been paid attention to by various brands,and has gradually become its powerful driving force in the practice of brand communication.It helps to shape the brand image and form a unique brand personality.It promotes brand efficient communication and breaks the dilemma of modern brand communication.Its subversive,resistance and other characteristics also further help the audience to participate in brand activities,with the help of emotional experience to promote the improvement of brand culture.We should put the distinctive cultural connotation of youth subculture into the practice of brand communication,and combine it with brand culture to achieve efficient marketing.