基于网络层次分析法的服装品牌符号评价体系

Fashion brand symbol evaluation system based on analytic network process

为了更好评价服装品牌的品牌符号实践活动,构建服装品牌符号评价体系,本文从23个服装品牌入手,采用案例研究方法深入剖析服装品牌符号的实际案例,结合文献研究法构建服装品牌符号评价体系,利用网络层次分析法进行定量研究,确定各评价指标的权重及排序。服装品牌符号评价体系共包含4个一级指标、18个二级指标,一级指标中按重要程度排序依次为象征符号、识别符号、体验符号、知识信息符号,二级指标中权重排名前五的依次是品牌个性符号、风格识别符号、情感体验符号、形象定位符号、价值理念符号。研究结果可为服装品牌塑造品牌符号提供理论依据和实践指导。

In the consumer society,the use value of commodities is gradually weakened,and the symbolic value becomes increasingly prominent.In the process of consumption,consumers consider not only the value of use and the actual function of the goods,but also the intrinsic meaning of the brand.In order to meet consumers’pursuit of symbolic meaning of goods,fashion brands continue to strengthen the symbolic meaning of their brands and construct brand symbols through long-term communication and interaction in order to gain a foothold in the fierce market competition.Due to the lack of an in-depth understanding of brand symbols,fashion companies have invested a lot of energy in the construction of fashion brand symbols,but with little success.Therefore,through reviewing semiotics and brand symbols related research,the research defines the connotation of fashion brand symbols,constructs a fashion brand symbol evaluation system,and further expands the research scope of brand symbols.The results of the study can provide theoretical reference for the brand symbol research in the field of fashion,and also provide reference suggestions for fashion companies to construct brand symbols.Based on the theoretical analysis on semiotics and reviewing on brand symbols related literature,this research defines fashion brand symbols as the carriers constructed by fashion brands around their own image and cultural connotation to spread brand differentiation information and specific meanings,which contain both explicit elements such as brand logos,products and packaging,and implicit elements such as emotions,experiences and symbolic meanings.In order to help fashion companies better understand the connotation of fashion brand symbols,correctly understand and evaluate their own practical activities on fashion brand symbols,and timely adjust their brand symbol construction strategies,this research uses case studies to analyze the actual cases of fashion brand symbols from 23 fashion brands,explores forms of symbolic representation for fashion brands,and constructs a fashion brand symbol evaluation system by combining literature research method.The fashion brand symbol evaluation system consists of four primary indicators and 18 secondary indicators.The primary indicators are identification symbols,knowledge information symbols,experience symbols and symbolic symbols.Identification symbols are visual symbols that differentiate and point to the brand design activities;knowledge information symbols are symbols that convey brand-related information and enhance consumers’understanding of the brand or product;experience symbols are subjective feelings formed after consumers interact or emotionally communicate with the brand;symbolic symbols point to the deep cultural connotation of the brand and are symbols that forcefully give meaning to the brand.To further determine the weights and ranking of each evaluation indicator in the overall fashion brand symbol evaluation system,this research combines the Delphi method and analytic network process to conduct a quantitative study.The results show that the primary indicators in order of importance are symbolic symbols,identification symbols,experience symbols and knowledge information symbols,and the top five secondary indicators in that order are brand personality symbols,style identification symbols,emotional experience symbols,image positioning symbols,and value concept symbols.Therefore,when constructing fashion brand symbols,fashion companies should first pay attention to symbolic symbols.Brands can integrate and strengthen brand symbolism in design and marketing,focusing on the formation of brand personality,brand image and value concepts;in recognition symbols,fashion brands can strengthen brand style recognition through the continuity between the overall style of clothing;in experience symbols,brands can use various marketing activities to enhance the emotional value of the brand and improve the emotional connection with consumers.In the future,we can verify the fashion brand symbol evaluation system proposed in this research from the perspective of consumers,and deepen the theoretical research of fashion brand symbols.At the same time,the research conclusions can be further combined with the practical activities of fashion brands to make the research results have more practical significance.