摘要
目的品牌形象及衍生品是品牌文化和品牌体验的重要载体和传播媒介,是品牌形象的衍生,更是品牌文化的衍生,因此挖掘其背后的品牌文化基因至关重要。方法在文化基因理论的基础上,探讨品牌形象及衍生品的设计方法和设计策略。结果在将品牌物质文化基因、社会文化基因和精神文化基因融于品牌形象及衍生品设计过程中,创作出符合品牌文化和气质的文创产品。结论品牌形象及衍生品设计融入品牌文化基因,有助于探寻并传播品牌文化的“根”,提升品牌综合影响力。
Objective Brand image and derivative products are the important carrier and media of brand culture and brand experience,the derivative of brand image,but also the derivative of brand culture,so it is very important to explore the brand culture gene behind it.Methods Based on the theory of meme,the design methods and strategies of brand image and derivative products were discussed.Results In the process of integrating brand material cultural gene,social cultural gene and spiritual cultural gene into brand image and derivative design,cultural and creative products conforming to brand culture and temperament were created.Conclusion The integration of brand image and derivative design into brand culture gene is helpful to explore and spread the“root”of brand culture and enhance the comprehensive influence of brand.
作者
齐立稳
QI Li-wen(Shandong University of Art&Design,Jinan 250013,China)
出处
《绿色包装》
2024年第6期185-189,共5页
Green Packaging
关键词
文化基因
文化因子
品牌形象
衍生品
cultural gene
cultural factor
brand image
derivative
