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进入21世纪后,中国市场竞争已经从传统的商品竞争转变为品牌竞争,而提高品牌竞争则需要依靠品牌传播。在品牌传播中商标是其物质媒介,因此为了让品牌传播带来的效果最大化,需要设计的商标不仅具有向消费者传达的品牌理念于其中,还要将消费者的消费行为和心理认知考虑其中,更为重要的是商标设计还需要遵循品牌传播的规律,将所设计商标的创新性、审美性以及易识别性完全融合。
After entering the 21st century, the competition in the Chinese market has shifted from the traditional competition of goods to the competition of brands, while the improvement of the competition of brands needs to rely on brand communication. In brand communication, trademark is its material medium. Therefore, in order to maximize the effect brought by brand communication, the trademark that needs to be designed not only has brand idea conveyed to consumers, but also consumer behavior and psychological cognition Consider the more important point is that trademark design also need to follow the law of brand communication, the design of trademarks of innovation, aesthetic and easy to identify the full integration.