品牌视觉形象与品牌个性的关联性研究

品牌视觉形象是品牌理念、企业文化的视觉化表达,是消费者获取信息资源、感知品牌个性的有效载体,是传达企业理念、提升品牌价值的有力武器,是品牌个性塑造中较为关键的环节,理应作为品牌塑造及维护的核心发展路径。为探究品牌视觉对于品牌个性的影响力,以百事可乐、星巴克、汇丰银行等案例为依托,在剖析品牌视觉设计元素的基础上,用实例证明品牌视觉形象对于品牌个性建立的重要驱动作用,并且重点阐述二者的衔接意义,以此达到输出企业理念、彰显企业个性的目的。

Research on the Relevance of Brand Visual Image and Brand Personality

Brand visual image is the visual expression of brand concept and corporate culture.It is an effective carrier for consumers to obtain information resources and perceive brand personality,and it is a powerful weapon to convey corporate ideas and enhance brand value.It is a key link in brand personality shaping,it should serve as the core development path for brand shaping and maintenance.Therefore,in order to explore the influence of brand vision on brand personality,relying on Pepsi,Starbucks,HSBC and other cases.Based on the analysis of brand visual design elements,it uses examples to prove that the brand's visual image contributes to the establishment of brand personality.It is an important driving force,and emphasizes the significance of the connection between the two issues,so as to achieve the purpose of outputting corporate philosophy and highlighting corporate personality.