明星设计机构设计师在品牌塑造中的价值研究  

Research on the Value of Star Design Institutions and Designers in Brand Building

作　　者：缪珂 MIAO Ke(Shanghai University of Technology,200093 Shanghai)

机构地区：[1]上海理工大学出版印刷与艺术设计学院工业设计系,上海200093

出　　处：《设计艺术研究》2022年第4期41-46,共6页Design Research

摘　　要：以明星设计机构、明星设计师与企业品牌塑造之间的关系为研究对象,以价值为载体,分析明星设计机构与设计师在企业品牌塑造过程中给企业组织端带来独特创新视角、产品端带来高端定位、制造端带来更高标准,通过赋能企业品牌进而形成差异性与符号化价值的具体体现,以及阐述他们自身具备品牌传播放大器的重要特征,通过传播更具叙事性的设计符号、作为企业创新“代言人”的符号化传播,以及引发更长时间的品牌话题热度,来实现企业品牌传播价值。结合消费类电子领域华为与保时捷设计、小米与原研哉合作的两大现实案例,来阐述明星设计机构与设计师在企业品牌塑造中的独特价值,得出优秀的明星设计师、设计机构具有一定稀缺性,其与企业的合作是彼此双向赋能增值的过程,具有显著的双赢效果。The paper studies the relationship between star design agencies,star designers and corporate branding and takes value as the carrier to analyze the unique innovative perspectives brought to the enterprise organization in the process of corporate branding as well as high-end positioning of products and higher standards for manufacturing.By empowering corporate brands,they form a specific embodiment of differentiation and symbolic value,and explain their own important characteristics of brand communication for the promotion of longer-term brand topic heat to realize the value of corporate brand communication.The paper takes the two cases of the cooperation in the field of consumer electronics,i.e.,Huawei and Porsche Design,Xiaomi and Kenya Hara,to illustrate the unique value of star design agencies and designers in corporate branding.The study shows that excellent star designers and design agencies have certain scarcity and their cooperation with enterprises is a process of mutual empowerment and value-adding,which has a significant win-win effect.

关 键 词：明星设计机构 明星设计师 企业品牌塑造 价值研究 

分 类 号：J5[艺术—艺术设计]