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品牌可谓是企业的标识,与企业的盈利息息相关,其形象和内涵亦包蕴着丰富的企业文化。在消费者的认知中,它承载着企业及产品的内在特性。与此同时,在企业品牌的塑造和叙事中,也将其与消费者个体或群体的身份连接起来,品牌已经不仅是企业的表现,而是消费者的自我选择、表现、责任以及独特追求的表达。在这个过程中,消费者达到了群体或自我的身份认同,亦即通过外在的物质形态,展现了自身的精神世界以及与外部的关系。因而,企业在品牌宣传的策略中,焦点是对消费者身份认同的主动塑造。
Brand can be described as an enterprise logo, closely linked with the profitability of enterprises, and its image and content also contains rich corporate culture. In the consumer’s perception, it carries the inherent characteristics of the business and products. At the same time, brands are shaped and narrated in the corporate brand by connecting them to the identities of individuals or groups of consumers that have not only been the performance of the business, but rather consumer self-selection, performance, responsibility, and unique pursuits expression. In this process, consumers reach the identity of group or self, that is, through their external physical form, they show their own spiritual world and their relations with the outside world. Thus, companies in the brand strategy of advertising, the focus is on the initiative to create consumer identity.