| 论包装对品牌建立的多重作用 |
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| 引用本文： | 刘霞.论包装对品牌建立的多重作用[J].包装工程,2004,25(3):236-238. |
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| 作者姓名： | 刘霞 |
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| 作者单位： | 深圳职业技术学院,深圳,518055 |
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| 摘 要： | 包装作为品牌的载体,它不仅起着保护商品和促进销售的功能,而且,好的包装起着创造和提升品牌附加值的作用,通过色彩、造型、设计、材料和风格体现和强化品牌的定位策略,有助于培养品牌忠诚,形成和消费者情感交流的纽带关系.
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| 关 键 词： | 包装和品牌 品牌载体 品牌附加值 品牌定位 品牌忠诚 |
| 文章编号： | 1001-3563(2004)03-0236-03 |
| 修稿时间： | 2004年5月12日 |
Multi-Functions of Packaging to Branding |
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| LIU Xia.Multi-Functions of Packaging to Branding[J].Packaging Engineering,2004,25(3):236-238. |
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| Authors: | LIU Xia |
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| Abstract: | As a carrier of brand, packaging not only has the functions of protecting merchandise and promoting sale, but also has the functions of creating and increasing the additional value of brand. It incarnates and strengthens the positioning strategy of brand through color, shape, design and material, and is helpful to set up brand loyalty, and to establish the relation with the consumer by branding emotional exchanges. |
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| Keywords: | Packaging and brand Carrier of brand Additional value Brand positioning Brand loyalty |
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