品牌形象符号化识别与消费文化的研究

发布时间：2018-02-06 05:25

本文关键词： 品牌品牌形象视觉识别消费文化　出处：《河北大学》2009年硕士论文　论文类型：学位论文

【摘要】：自商品经济成为市场的主要经济形式之后,物质产品极大丰富。产品识别形式呈现高度的同质化,当产品价格上、品质上、设计上和功能上并无明显差别时,消费者的购买动机将逐渐为品牌及其生产者的声誉所影响。本文以符号学原理为依据,阐述品牌视觉形象作为一个抽象的符号化语言已经成为商品形象、企业形象、文化形象的承载体。在消费社会中企业充分运用符号的、文化的、美学的原理设计出一整套视觉语言系统,向消费者传达理想的识别认知与感受,从而达到引导消费塑造品牌的目的。文章进一步从品牌与品牌形象、视觉识别与消费文化之间的关系进行论述,深刻剖析了品牌在形象推广时运用不同的视觉“符号策略”定位自身的位置,树立独特的品牌形象来影响消费者不同的消费需求。对企业建强势品牌,提高企业品牌竞争力具有一定建设意义。
[Abstract]:Since the commodity economy has become the main economic form of the market, the material products are extremely rich. The product identification form presents a high degree of homogeneity, when there is no obvious difference in product price, quality, design and function. The consumer's purchase motivation will be gradually affected by the brand and its producer's reputation. Based on the theory of semiotics, this paper expounds that brand visual image, as an abstract symbolic language, has become a commodity image and an enterprise image. The carrier of cultural image. In the consumer society, enterprises make full use of symbolic, cultural, aesthetic principles to design a set of visual language system to convey the ideal recognition and feeling to consumers. In order to guide consumption to shape the brand. The article further discusses the relationship between brand and brand image, visual recognition and consumption culture, and deeply analyzes the location of brand with different visual "symbol strategy" in image promotion. To establish a unique brand image to affect the consumer's different consumer needs, which has a certain significance for enterprises to build a strong brand, improve the competitiveness of the enterprise brand.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】