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BuKe factory >> Design >> 品牌設計的發展歷程(三)品牌形象發展階段

品牌設計的發展歷程(三)品牌形象發展階段

From:Buke printing factory of China | Author:China Bukeprinting factorybook0755 | Published time: 2020-11-18 | 634 Views | 🔊 Click to read aloud ❚❚ ▶ | Share:
品牌設計的發展歷程(三)品牌形象發展階段

品牌設計的發展歷程(三)品牌形象發展階段

進入20世紀90年代以後,受品牌理論的支配,企業在形象識別的建設中開始引入新的要素,如品牌體驗、品牌定位、品牌個性等,從而使消費者對品牌價值的認同有了新的提升

這一階段,企業的形象識別戰略由企業形象逐漸向品牌形象轉變的過程,是市場競爭、傳播媒介及消費意識等共同作用的結果。其主要特徵是“與消費者建立關系”成為中心;關註度從企業自身的生產轉變為對於生活方式的研究:傳播的導向從“消費者註意”轉向“註意消費者”:傳播方式從單一趨向整合,形象識別也從標準規範向動態適應發展。


品牌設計的發展歷程(三)品牌形象發展階段
品牌設計的發展歷程(三)品牌形象發展階段

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