品牌安全基本内容研究

Research on the Basic Contents of Brand Safety

品牌安全是指一个品牌给消费者所带来的具有高强度、高赞誉度和高独特性的品牌联想和品牌意识 ,其基本内容包括品牌在时间上的安全和品牌在空间上的安全。品牌在时间上的安全指品牌在今天、明天以及未来都是安全的。品牌在空间上的安全指在某一时刻 ,由内而外构成品牌的各个层次是安全的 ,主要包括品牌核心价值的安全、基于品牌核心价值的品牌识别的安全。

The brand safety is that a brand can bring consumer highly intensive,highly admirable and highly special brand association and brand consciousness. Its basic contents conclude the brand safety on time and the brand safety on space.The brand safety on time is that the brand will be safe today,tomorrow and in the future.The brand safety on space is that the each level of the brand from inside to outside is safe in one moment.It concludes the safety of the core value of brand,the safety of the brand identity based on the core value of brand and the safety of corporation marketing communications based on the brand identity.