基于企业品牌形象的产品形象构建方法研究  

Study on Construction Methods of Product Identity Based on Corporate Brand Image

作　　者：沈法[1] 谢质彬[1] 郑堤[1] 霍发仁[1] 

机构地区：[1]宁波大学,宁波315211

出　　处：《包装工程》2007年第5期88-90,103,共4页Packaging Engineering

基　　金：浙江省教育厅项目(20061672)

摘　　要：结合目前产品形象研究的现状和发展趋势,以企业品牌形象和产品形象的概念及关系为基础,提出了从不同企业产品形象的差异化,企业内产品形象的一致性等方法来构建产品形象系统,实现企业品牌形象和产品形象表达的一致性。Considering current situation and development trend of Product Identity investigation, based on concepts of Corporate Brand Image and Product Identity and their relations, methods of constructing prod- uct identity system were put forward, according to the differentia of different corporate product identity and consistency of in-corporate product identity, to realize the consistency of corporate brand image and expres- sion of product identity.

关 键 词：企业形象 品牌形象 产品形象 产品形象系统 

分 类 号：J524.3[艺术—艺术设计]