目的 为可持续材料产品的品牌设计提供有效的品牌构建路径,提升可持续材料产品的品牌设计价值,将可持续理念转化为可感知的品牌意识。方法 首先,通过文献分析探究可持续材料产品的品牌设计案例并识别其现存问题;其次,基于案例研究分析品牌的构建与可持续材料产品的关联;最后,以“双螺旋模型”构建品牌体系,从消费者行为、品牌文化性及商业价值角度构建品牌模型。结果 通过品牌设计与材料技术协同推进,提升消费者对可持续理念的认同,有益于增强可持续产品的品牌在市场竞争中的优势地位。结论 确立有效的品牌构建内容及模型,推动可持续材料产品市场化进程和实现品牌的创新价值。
Abstract
The work aims to provide an effective brand building path for the brand design of sustainable material products, enhance the brand design value of sustainable material products, and transform the sustainable concept into perceptible brand awareness. Firstly, the brand design cases of sustainable material products were explored through literature analysis and their existing problems were identified. Secondly, the relationship between brand building and sustainable material products was analyzed based on case studies. Finally, a brand system was constructed based on the "double helix model" from the perspectives of consumer behavior, brand culture and commercial value. Through the coordinated promotion of brand design and material technology, consumers' recognition of the sustainable concept was enhanced, which was beneficial to enhance the dominant position of the brand of sustainable products in market competition. In conclusion, establishing effective brand building contents and models can promote the marketization process of sustainable material products and realize the innovative value of brands.
关键词
品牌设计 /
品牌构建 /
双螺旋模型 /
可持续理念
Key words
brand design /
brand building /
double helix model /
sustainable concept
{{custom_sec.title}}
{{custom_sec.title}}
{{custom_sec.content}}
参考文献
[1] 张悦, 张帆. 品牌重塑路径研究——以电影《芭比》为例[J]. 包装工程, 2024, 45(8):416-423.
ZHANG Y, ZHANG F.Research on Path of Rebranding:With Movie "Barbie" as an Example[J]. Packaging Engineering, 2024, 45(8):416-423.
[2] VTORKHANOV A I, BETILGIRIEV M A, TEMIHANOVA R S.Concepts and Factors of Sustainable Economic Development:Global, Regional and Enterprise Levels[J]. Web of Science, 2018, 39:750-754.
[3] 沈泽梅, 王建波. 特色农产品品牌营销及可持续发展研究[J]. 中国农业资源与区划, 2022, 43(5):112.
SHEN Z M, WANG J B.Study on Brand Marketing and Sustainable Development of Characteristic Agricultural Products[J]. Chinese Journal of Agricultural Resources and Regional Planning, 2022, 43(5):112.
[4] 闵洁. 传统文化资源激活品牌构建研究[D]. 上海:上海戏剧学院, 2019.
MIN J.Study on Traditional Culture Activated Brand Building[D]. Shanghai:Shanghai Theatre Academy, 2019.
[5] 陈雪娇, 庞立生. 符号消费主义的意识形态批判[J]. 东北师大学报(哲学社会科学版), 2023(3):49-54.
CHEN X J, PANG L S.The Criticism of Symbolic Consumerism from the Perspective of Ideological Criticism[J]. Journal of Northeast Normal University (Philosophy and Social Sciences), 2023(3):49-54.
[6] 尹晖, 靳海涛. 品牌在数媒背景下的传播研究[J]. 新闻爱好者, 2022(8):104-106.
YIN H, JIN H T.Research on Brand Communication under the Background of Digital Media[J]. Journalism Lover, 2022(8):104-106.
[7] 孙榕汐. 可持续设计与品牌设计理念的融合——以喜茶为例[J]. 上海包装, 2024(6):16-18.
SUN R X.Integration of Sustainable Design and Brand Design Concept—Taking Xicha as an Example[J]. Shanghai Packaging, 2024(6):16-18.
[8] 刘永红, 宋一鸣, 刘帆宇, 等. 基于重构理念的生态资源系统设计及应用[J]. 生态经济, 2021, 37(6):214-221.
LIU Y H, SONG Y M, LIU F Y, et al.System Design and Application of Ecological Resources Based on the Concept of Reconstruction[J]. Ecological Economy, 2021, 37(6):214-221.
[9] 杨喆. 品牌设计之“无形”底蕴和“有形”呈现[J]. 丝网印刷, 2023(10):64-67.
YANG Z.The "Invisible" Connotation and "Tangible" Presentation of Brand Design[J]. Screen Printing, 2023(10):64-67.
[10] 李喆, 史佳卉. 面向碳中和和碳达峰的时尚品牌价值影响因素模型构建研究[J]. 包装工程, 2024, 45(8):242-253.
LI Z, SHI J H.Construction of Fashion Brand Value Influencing Factor Model for Carbon Neutrality and Carbon Peaking[J]. Packaging Engineering, 2024, 45(8):242-253.
[11] LIGARABA N, CHENG J, NDUNGWANE N F, et al.Brand Authenticity Influence on Young Adults' Luxury Sneakers Brand Preference:The Mediating Role of Brand Image[J]. Future Business Journal, 2024, 10:33.
[12] 吕建中. 用可持续设计引领环境友好型产品和流程创新[J]. 中国眼镜科技杂志, 2022(12):25-27.
LYU J Z.Leading the Innovation of Environment-Friendly Products and Processes with Sustainable Design[J]. China Glasses Science-Technology Magazine, 2022(12):25-27.
[13] SIMON F, TOSSAN V.Does Brand-Consumer Social Sharing Matter? A Relational Framework of Customer Engagement to Brand-Hosted Social Media[J]. Journal of Business Research, 2018, 85:175-184.
[14] 刘大军, 尉新意. 品牌设计中视觉符号与色彩的创新应用研究[J]. 色彩, 2024(3):20-22.
LIU D J, WEI X Y.Research on Innovative Application of Visual Symbols and Colors in Brand Design[J]. Fashion Color, 2024(3):20-22.
[15] 郭文静, 王蕾, 李越琼, 等. 循环经济视阈下的品牌重构与可持续创新策略[J]. 包装工程, 2024, 45(6):444-449.
GUO W J, WANG L, LI Y Q, et al.Brand Reconstruction and Sustainable Innovation Design Strategyunder the Perspective of Circular Economy[J]. Packaging Engineering, 2024, 45(6):444-449.
PDF(885 KB)
渝公网安备 50010702501717号