東格品牌形象设计
摘要
如今，品牌已经成为体现一个国家号召力、竞争力等综合实力的重要表现。品牌形象设计更是能够体现企业形象传播、获取社会认同、占领市场份额的重要方式。本论文旨在通过对東格品牌形象的研究论述，使消费者对品牌形象的抽象感知能与東格特有的形象能有机结合，为促进中国東格品牌形象尽快接近国际化的高度。论文从品牌形象的角度出发，将東格品牌与企业形象战略等多个理论有机整合研究，为東格品牌形象设计奠定理论基础；以消费心理学、市场学、设计艺术学为切入点，从品牌与消费者、市场环境、艺术形式等角度研究如何塑造和创立品牌形象；如何从品牌定位、视觉形象塑造、品牌形象创新方面，提升高登堡東格品牌形象，加强東格品牌的竞争力，希望能够为東格品牌形象的建设提供一个参考。
关键词：東格品牌；品牌形象；消费者；市场
Abstract
Now, the brand has become an important performance reflects the comprehensive strength of a country’s appeal, competitiveness. Brand image design is an important way to reflect the corporate image communication, access to social recognition, to occupy the market share. This paper aims to study the industry brand image, so that consumers Abstract perception of brand image can be organically combined with the industry unique image, to promote the brand image China industry as soon as possible close to the international level. This paper from the perspective of brand image of the industry, brand and corporate image strategy as a organic integration of theory, which lays a theoretical foundation for the industry to brand image design; consumer psychology, marketing, art design as the starting point, research from the perspective of the brand and the consumer, market environment, how to shape and the creation of artistic form brand image; brand positioning, from the visual image building, brand innovation, enhance the fort Gordon industry brand image, enhance the brand competitiveness of the construction industry, the hope for the industry brand image for reference.
Keywords: Dongge brand; brand image; consumer market
