地区品牌标识如何影响公众识别和发展信心?——以海南自由贸易港为例

How do the Logos of Place Brands Influence the Public Recognition and the Confidence in Development?With Hainan Free Trade Port as an Example

地区品牌是指,目标受众对一个空间边界明确的地理概念的感知价值的总和。以往研究发现,地区品牌大多通过政策发布等直接的干预手段提升其感知价值。本文则发现,通过改变“地区品牌标识”这一视觉符号的图形元素和色彩特征,可以助推式地提高公众对地区的身份识别效果及发展信心。文章基于概念联想网络与认知隐喻理论,以海南地区品牌标识为例,通过三项问卷调查和两项实验得到以下结论:(1)品牌标识中的图形元素对地区特征的描述能够增强受众对标识的熟悉度,标识熟悉度越高,其身份识别作用越强。(2)高明度的地区品牌标识(vs.低明度)能够提高目标受众对该地区的发展信心。(3)高饱和度的地区品牌标识(vs.低饱和度或中等饱和度)能够提高目标受众对该地区的发展信心。这一过程被公众对地区品牌的关注程度所中介。文章拓展了地区品牌和品牌标识的理论研究,也为海南等地区品牌建设提出了对策建议。

Place brand is defined as the sum of the perceived value of a geographical concept with well-defined spatial boundaries to target audiences. Previous studies have discovered that direct interventions such as releasing policies are more often used to enhance the perceived value of place brand. This research discovers that the public recognition of the place identity and their confidence in the development of the place can be improved positively by changing the graphic elements and color attributes of the logos of place brands.Based on the theories of associative network and cognitive metaphor, this paper takes the logos of Hainan brands as examples, and draws some conclusions through three questionnaires and two experiments.(1) The graphic elements of the brand logos which are descriptive of regional characteristics can strengthen the familiarity with the logo. The higher the familiarity of the logo is, the stronger the function of recognition is.(2)The logos of place brands with high(vs. low) lightness can improve the target audiences’ confidence in the development of the region.(3) The logos of place brands with high(vs. moderate or low) saturation can improve the target audiences’ confidence in the development of the region. This process is mediated by attention the public pay to the place brand. While extending the theoretical research into place brands and brand logos,it also puts forward some countermeasures for the construction of place brands in Hainan and other regions.