基于品牌思维的品牌营销模型构建与设计实践  

Brand Marketing Model Construction and Design Practice Based on Brand Thinking

作　　者：金薇薇[1] 张丁伟 沈亮 JIN Weiwei;ZHANG Dingwei;SHEN Liang(School of Art and Design,Shanghai University of Engineering Science,Shanghai 201620,China;College of Design and Innovation,Tongji University,Shanghai 200092,China;Shanghai Xingruo Business Planning Co.,Ltd.,Shanghai 200092,China)

机构地区：[1]上海工程技术大学艺术设计学院,上海201620 [2]同济大学设计创意学院,上海200092 [3]上海行若商务策划有限公司,上海200092

出　　处：《包装工程》2024年第18期283-291,共9页Packaging Engineering

摘　　要：目的在品牌化时代背景下,探索品牌传播范式的新变化,构建行之有效的品牌营销模型以指导企业品牌建设。方法从品牌思维视角,梳理品牌、消费者和企业之间的相互关系,分析传统品牌传播的局限和当代品牌需求。结合品牌设计实践案例,从四个阶段展开讨论:品牌光源阶段,解决品牌识别与认知问题;品牌光束阶段,解决品牌信息获取与传达问题;品牌光环阶段,解决品牌与消费者之间的沟通问题;品牌光场阶段,解决品牌终端认知问题。构建“品牌光场”营销模型,并以“蟹之家”品牌为例进行设计验证。结果“品牌光场”营销模型的建构和论证为企业的品牌建设提供了一种更形象、更直接的设计营销方法。结论通过品牌光场营销模型,企业品牌可以更好地自我识别和定位,提高信息触达和消费者沟通效率,并增强终端感知,实现品牌复利。In the context of branding era,the work aims to explore the new changes in brand communication paradigm and construct an effective brand marketing model to guide corporate brand building.From the perspective of brand thinking,the interrelationship between brands,consumers and enterprises was sorted out and the limitations of traditional brand communication and contemporary brand needs were analyzed.Combined with brand design practice cases,the dis-cussion was carried out from the four stages:brand light source stage to solve the problem of brand recognition and cog-nition,brand beam stage to solve the problem of brand information acquisition and communication,brand halo stage to solve the problem of communication between the brand and the consumer and brand light field stage to solve the problem of brand terminal cognition,The"brand light field"marketing model was constructed,and the design was verified with the"Crab House"brand as an example.The construction and validation of the"brand light field"marketing model pro-vided a more visual and direct design and marketing method for enterprise brand building.Through the brand light field marketing model,corporate brands can better identify and position themselves,improve the efficiency of information reach and consumer communication,and enhance the end-user perception to realize brand compounding.

关 键 词：品牌思维 品牌型产品 品牌光场 营销模型 

分 类 号：TB472[一般工业技术—工业设计]