| 白艳霞.论商标名称的艺术设计与品牌传播[J].包装工程,2012,33(8):16-19. |
| 论商标名称的艺术设计与品牌传播 |
| On Art Design and Brand Communication of Trademark Name |
| 投稿时间：2011-11-15 修订日期：2012-04-20 |
| DOI： |
| 中文关键词: 商标名称设计 品牌传播 字形 读音 意义 |
| 英文关键词: design of trademark name brand communication character structure pronunciation meaning |
| 基金项目:江苏省普通高校研究生科研创新计划项目（CXZZ_0130）；国家社会科学基金重点项目阶段性成果（10AZX006） |
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| 中文摘要: |
| 从语言学美学和传播学的视角综合分析商标命名的形音义设计不仅要适合目标群体的认知特点、便于识记、恰如其分地传达品牌理念，更应注重审美元素的融入。论证了商标名称的形音义之美在传播中对加深消费者记忆和树立美好品牌形象的无可替代的作用，进而揭示了商标名称是品牌传播的核心内容，作为品牌标志的商标是企业发展的重要依托与保证，是一笔巨大的无形资产，商标名称的语言之美增强了传播的效果，提高了企业的竞争力。 |
| 英文摘要: |
| It analyzed from comprehensive perspective of linguistics and communications design of trademark name that it not only suited cognition specialty of target groups, conveniently remember but appropriately conveyed brand ideas, especially paying attention to mix together the aesthetic elements. It Ddmonstrated beauty of design of trademark name′s structure, pronunciation and meaning to the irreplaceable affection upon brand communication to improve memory of consumers and set up the beautiful brand image. And it revealed trademark name was the core content of brand communication. As the trademarks of brand sign have become the important dependence and guarantee. Trademark is a large invisible asset of enterprise. Successful trademark stress of effect of brand communication, improve competitive power of brand. |
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