| 摘要: |
| 目的 探讨长江文化视阈下安徽标识“柏兆记”的传播路径，以促进品牌活化与文化传承。方法 以长江文化的深厚底蕴与安徽地域特色为基础，从“柏兆记”品牌的历史传承、品牌形象传播现状、视觉与文脉及跨界传播策略、品牌活化与文化传承的融合实践及面临的挑战与机遇等多个维度，对长江文化视阈下安徽标识“柏兆记”的品牌形象传播路径进行了探讨。结果 构建了“视觉传播层+文脉传承层+跨界合作层+品牌活化层”的综合传播模式，阐述了在长江文化视阈下，安徽标识“柏兆记”从多维度策略实现品牌形象有效传播与文化价值深度挖掘的可能性，展现了“文化传承、品牌创新、市场拓展、形象提升”的品牌未来发展路径。结论 揭示了地域文化与品牌传承的紧密关系，展现了文化标识在促进文化传承、提升品牌价值及推动区域经济发展中的重要作用，为地域文化标识的传播与品牌活化提供了可借鉴的模式与启示。 |
| 关键词: 长江文化 安徽标识 品牌形象 传播路径 |
| DOI：10.19554/j.cnki.1001-3563.2025.08.038 |
| 分类号: |
| 基金项目:2022 年池州学院校级教学质量工程项目(2022XJYXM27);2023 年度安徽省社科创新发展研究课题攻关项目(2023CX121);2021年度国家社科基金艺术学项目(21BG111) |
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| Brand Communication Path of "Bai Zhaoji" under the Perspective of the Yangtze River Culture |
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YAN Dandan1, LI Yinan2
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(1. School of Arts & Education, Chizhou University, Anhui Chizhou 247000, China;2. School of Art, Southeast University, Nanjing 211189, China)
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| Abstract: |
| The work aims to explore the communication path of Anhui logo "Bai Zhaoji" under the perspective of the Yangtze River culture, in order to promote brand activation and culture inheritance. Based on the profound heritage of the Yangtze River culture and the regional characteristics of Anhui, the communication path of the brand image of Anhui logo "Bai Zhaoji" under the perspective of the Yangtze River culture was investigated from the historical inheritance of the "Bai Zhaoji" brand, the analysis of the current situation of brand image communication, the visual and contextual and cross-border communication strategies, the integration practice of brand activation and culture inheritance, as well as the challenges and opportunities faced by multiple dimensions. A comprehensive communication mode of "visual communication layer + cultural context inheritance layer + cross-border cooperation layer + brand activation layer" was constructed, expounding that under the perspective of the Yangtze River culture, Anhui logo "Bai Zhaoji" realized effective brand image communication and in-depth mining of cultural value through multi-dimensional strategies, showing brand development path of "culture inheritance, brand innovation, market expansion and image enhancement". The study reveals the close relationship between regional culture and brand inheritance, shows the important role of cultural identity in promoting culture inheritance, enhancing brand value and promoting regional economic development, and provides a model and inspiration for the dissemination of regional cultural identity and brand activation. |
| Key words: Yangtze River culture Anhui logo brand image communication path |
