从“讲故事”到共情:品牌叙事理论的建构与创新

From"Storytelling"to Empathy:The Construction and Innovation of Brand Narrative Theory

通过品牌形象叙事性设计的手段提升品牌知名度和品牌价值,同时通过对品牌叙事性理论的研究,提出以“共情”为目的的品牌故事建构方法。品牌的叙事性研究是品牌学、叙事学和设计学3门学科的交叉型创新研究,要使得品牌故事与消费者产生“共情”,首先需要讲好品牌自身的故事,并且故事本身在沟通与传播上具备优势,其次需要充分利用故事,赋予品牌独特的人格,使得消费者感受到品牌及其产品的生命力和真实性,达到提升品牌精神价值和内涵的效果。

Promote brand awareness and brand value through the means of brand image narrative design,and at the same time,through the study of brand narrative theory,put forward a brand story construction method for the purpose of"empathy".Brand narrative research is an interdisciplinary innovative research of brand science,narrative science and design science.To make brand stories"empathize"with consumers,it is first necessary to tell the brand's own story well,and the story itself communicates It has advantages in communication and communication,and secondly,it needs to make full use of stories to give the brand a unique personality,so that consumers can feel the vitality and authenticity of the brand and its products,and achieve the effect of enhancing the brand's spiritual value and connotation.