企业品牌符号构造与认知模型探析

Analysis on the Construction and Cognitive Model of Enterprise Brand Symbol

本研究在皮尔斯符号三角模型的基础上,建立了企业品牌符号四棱锥模型;并结合皮尔斯的符号过程理论与认知科学中的概念整合理论,建立了企业品牌符号概念认知过程模型。通过建立开放立体的可视化企业品牌建设动态系统,强调企业行为与企业表达在品牌塑造中的重要性,强化消费者公众品牌触达方式的多样化设计与维护,有助于对品牌形象建设路径做更深层次的探索。

On the basis of Pierce’s semiotic triangle model,this study establishes a pyramid model of enterprise brand symbol.Combining Pierce’s symbolic process theory with the conceptual integration theory in cognitive science,a conceptual cognitive process model of corporate brand symbols is established.By establishing an open and three-dimensional visual dynamic system of enterprise brand building,emphasizing the importance of enterprise behavior and enterprise expression in brand building,and strengthening the diversified design and maintenance of consumer public brand access,it will help to make a deeper exploration of the path of brand image building.