功利与象征的同一——论品牌的偶像化

The Sameness of Utility and Symbol ——On the Image of Brand Name

品牌从产品的物质属性中升华为身份、利益与价值的象征,成为高度人性化理想的虚拟的品牌偶像。从本质上,品牌偶像是商业精神的航标。面对商品过剩、推广过度的市场态势,消费者视听混乱、无所适从。在这种承载重荷极易产生疲劳感、麻木感、甚至逆反心态的消费心理背景中,品牌偶像就成了影响消费者精神倾向与行为选择的重要心理模型。

From the material utility of the products, the brand name becomes the symbol of the identity, benefit and value.It becomes the fictitious image that special humanity possesses.In nature,the image of brand name reveals the way to business spirit.The consumers have no idea of doing anything in facing a glut of goods and excessive market situation.This case easily causes tiredeness,anaesthesia and opposition.The image of brand name is formed into an important psychological model that influences the consumers' spirit and the choices of their action .