中国老品牌的视觉形象再设计

发布时间：2018-05-08 23:34

本文选题：品牌 + 视觉形象　；参考：《内蒙古师范大学》2009年硕士论文

【摘要】： 经济全球化把各个国家和地区联系在一起,造就了一个巨大的经济圈,品牌和品牌之间的竞争也趋于激烈,品牌的视觉形象在这其中就起到举足轻重的作用。品牌形象是产品个性、企业文化价值和象征意义的表现,因此消费者需要通过产品的品牌形象才能了解该产品特性与优势。消费者也正是通过品牌的视觉形象来了解企业文化、企业理念及其旗下产品,通过企业品牌的视觉形象对产品产生第一印象及忠诚度。同时,也是企业吸收潜在消费者的最佳途径。品牌的视觉形象能在消费者购买产品中起到引导的作用,并将消费者选择产品的时间缩短。老字号企业普遍存在生产规模小、技术落后、设备陈旧、观念老、产品科技含量低等特点,因此,今天,在建立和发展社会主义市场经济过程中,老字号品牌普遍面临着严峻的挑战。转变企业机制、转变思想观念,加强创新精神、不故步自封,积极扩大市场范围、树立以销售为中心的思想,加强营销力量等,这些都应该是老字号品牌要所改变的。对于老品牌的视觉形象,他既要迎合这个时代的特性,还要保留其特有的文化特质,不管在品牌的识别上,还是品牌的包装与广告推广上都要进行不断的改进,在此基础上,老品牌的视觉形象就要从多方面进行再设计与创新。立足于本国市场,向国际市场挺进!
[Abstract]:Economic globalization connects all countries and regions, and creates a huge economic circle. The competition between brands and brands tends to be fierce, and the visual image of brands plays an important role in it. Brand image is the expression of product personality, corporate cultural value and symbolic meaning. Therefore, consumers need to understand the characteristics and advantages of the product through the brand image of the product. It is also through the visual image of the brand that consumers understand the corporate culture, the concept of the enterprise and its products, and the first impression and loyalty of the product through the visual image of the brand. At the same time, it is also the best way for enterprises to absorb potential consumers. The visual image of brand can guide consumers to buy products and shorten the time for consumers to choose products. Old famous enterprises generally have the characteristics of small scale of production, backward technology, obsolete equipment, old concept, low scientific and technological content of products, etc. Therefore, in the process of establishing and developing socialist market economy, Old-name brands generally face severe challenges. Changing the enterprise mechanism, changing ideas, strengthening the spirit of innovation, not standing still, actively expanding the market scope, setting up the idea of taking sales as the center, and strengthening the marketing power, all these should be changed by the old brands. For the visual image of the old brand, he should not only cater to the characteristics of this era, but also retain its unique cultural characteristics, whether in brand recognition, brand packaging and advertising promotion to continue to improve, on this basis, The visual image of old brand should be redesigned and innovated from many aspects. Based on the domestic market, to the international market!
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524

【引证文献】