摘要
结合目前产品形象研究的现状和发展趋势,以企业品牌形象和产品形象的概念及关系为基础,提出了从不同企业产品形象的差异化,企业内产品形象的一致性等方法来构建产品形象系统,实现企业品牌形象和产品形象表达的一致性。
Considering current situation and development trend of Product Identity investigation, based on concepts of Corporate Brand Image and Product Identity and their relations, methods of constructing prod- uct identity system were put forward, according to the differentia of different corporate product identity and consistency of in-corporate product identity, to realize the consistency of corporate brand image and expres- sion of product identity.
出处
《包装工程》
CAS
CSCD
北大核心
2007年第5期88-90,103,共4页
Packaging Engineering
基金
浙江省教育厅项目(20061672)
关键词
企业形象
品牌形象
产品形象
产品形象系统
corporate identity
brand image
product identity
product identity system
