从环境识别看品牌文化推广

品牌战略在我国已有二十余年发展历程,我国企业在实施品牌战略的路途上,走过不少误区,也留下了惨痛的教训。在众多品牌形象塑造的缺失中,不了解或不重视品牌环境识别在品牌文化推广中的重要性是其中的主要原因之一。文章通过两个企业在经营过程中对环境识别的不同认识及所产生的品牌文化传播效果,分析了环境识别对企业的经营发展及品牌形象塑造所起的重要作用,并从人的感官出发,提出了环境识别系统建立的新思路。

Brand Culture Promotion from the Perspective of Environmental Identity

It has been almost twenty years since the brand strategy emerged in our country.And in the implementations of it,painful lessons have been learned by the enterprises.One of the critical reasons of the absence of a number of brand image building is that not enough importance has been attached on the role of the brand environment identity in brand culture promotion.This article analyses the critical part of the environmental identity in the management and development of the enterprises as well as the brand image building,and mades an initiative of environment identity system establishment through different comprehensions of two enterprises to environment identity and their brand culture promotion effects,thus generated in their management and development.