“名牌”的历史演进与概念再认知(1870-1999)

Historical Evolution and Re-cognition of Concept of“Famous Brand”(1870-1999)

品牌传播学中关于“名牌”的概念流变研究一直处于盲点。有研究显示,“名牌”一词在宋代已有出现,但其意涵与现代不同。晚清民国时期西方名牌观念开始在中国传播、发展,名牌在东西方语境下均被接受与使用;新中国成立后“名牌”的功能在顶层设计下由个体消费转向服务社会;20 世纪80、90 年代顶层设计与大众消费的双重推动使“名牌”的概念逐步趋于大众消费视角,“名牌”的概念认知进入混乱期,其含义趋于“窄化”;进入21 世纪“名牌” 一词逐渐被“品牌”取代,完成了自身概念的升替。

Research on the concept rheology of Celebrated Brand in brand communication is always in the blind spot. The word“Celebrated Brand”has appeared in the literature of the Song Dynasty, but its meaning is different from that of modern times. During the late Qing Dynasty and the Republic of China, Western “Celebrated Brand”concept began to spread and develop in China, and “Celebrated Brand”was accepted and used in both East and West contexts;After the founding of the People’s Republic of China, the function of “Celebrated Brand”changed from individual consumption to serving society under the top-level design;in the 1980s and 1990s, The dual promotion of top-level design and mass consumption makes the concept of “Celebrated Brand”gradually approach the perspective of mass consumption, but the concept recognition of “Celebrated Brand”enters the chaotic period ,the meaning of “Celebrated Brand” tends to be “narrowed”. Entering the 21st century, the word “Celebrated Brand” was gradually replaced by “Brand” and completed the promotion of its own concept.