基于企业品牌识别的产品形象塑造研究  

Study on Construction of Product Image Based on Corporate Brand Identity

作　　者：赵雅[1] 俞璋凌[2] 殷浩 

机构地区：[1]安徽新华学院,合肥230088 [2]安徽艺术职业学院,合肥230601 [3]阿普拉(合肥)塑料制品有限公司,合肥230088

出　　处：《安阳工学院学报》2012年第2期12-15,共4页Journal of Anyang Institute of Technology

基　　金：安徽新华学院自然基金项目(2011zr001)

摘　　要：从产品设计的角度来审视产品对品牌识别所起的作用,使产品设计的层面从较单纯的功能、形态设计延伸到塑造、引导企业产品整体形象的战略性设计。并对产品形象的构成,产品视觉形象的表现要素做梳理。针对不同的产品类型,探讨品牌识别与产品形象各构成层面的相互关系,借助视觉图像看板使塑造产品形象的方法更直接、更生动。The function on brand identity performed by production was surveyed from product design,which made the product design change from simple design of function and form to strategic design creating and guiding the overall image of enterprises production.Simultaneously,the constitution of product image and the expressing element of product visual image were summarized.For different types of product,the relationship between brand identity and various levels of product image were analyzed.The means of building up the product image was more direct and vivid with the visual image board.

关 键 词：品牌识别 产品形象 产品设计 

分 类 号：J524.1[艺术—艺术设计]