關(guān)于品牌識別、傳播與體驗(yàn)的工作方法研究.pdf

1、湖南大學(xué)碩士學(xué)位論文關(guān)于品牌識別、傳播與體驗(yàn)的工作方法研究姓名：何銘鋒申請學(xué)位級別：碩士專業(yè)：設(shè)計(jì)藝術(shù)學(xué)指導(dǎo)教師：季鐵20080828碩Ij學(xué)位論義AbstractBrand，asthenucleuscapitalofanenterprise’Scompetitionability，isplayinganincreasinglyimportantroleinthe“globallyflat”worldcommercialcontestE

2、conomiccompetitioncenteredonthelandintheagriculturalage，thenonproductsandservicesintheindustrialage，andnowonbrandinthepostindustrialageUSPandothercharacteristicandbenefitmarketingtheoriesthatdominatedcompetitionoftheindu

3、strialagehasbeenreplacedbytheconsumercenteredexperiencemarketingtheoryofourpostindustrialageThecompletecoverageofinformationtechnologymadethetraditionalmasscommunicationfacethechallengeposedbydiversifiedandmassdecentrali

4、zedneomediaTheemergenceoflarge—scalecommunicationgroupsalsospeededuptheintegrationofbrandstrategyandtheresourcesofcommunication，appraisalandconsultantagenciesRecently，themacrostudiesofbrandhasbeenfocusedonsuchaspectsasbr

5、andstrategy，brandmanagement，brandcommunication，brandappraisal，experiencemarketingfromtheperspectiveofmarketing，managementandcommunication，whilethemicresearchesofbrandindesigningartshasrevolvedaroundvisualexpressionofbran

6、dThereisstillamezzostudyofbranddesigningthatderivedfromtheearlyvisualidentitysystem(VI)，andthen，withtheintegrationofvisualidentitywiththeenterprisephilosophyandbusinessstrategyincollectivismdominantJapan，turnedintoCorpor

7、ateIdentitySystem(CIS)YetCIS，duetoitstoogeneralidentificationoftheoryandbehaivor，canhardlyofferanyguidetoandthusdisconnetingwithapplicationTheenterpriseimagedesigningintermsofIMCstressesinthemassmediaaunifiedandrepeatedb

8、randimage，aimingattherecognitionoftheconsumersActuallyintheapplicationofBIDtheretaildesign，soundbrandingandotherexperience—combineddesigningmethodshaveoutgrownVIBoththeadventofExperienceEconomyAgeandtheemergenceofnewmeid

9、acallfornewbrandcommunicationdesigningtoolsThethesisdiscussesfromtheviewpointofbrandsciencetheconceptsandmodelcontentsofaseriesofdefinitions，suchasbrand，brandidentity，brandcommunication，brandexperience，andexploresthecomm