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品牌形象广告是广告的一种形式,但它又有不同于其他广告的特殊性,即它处于经济环境中,对树立企业形象及品牌有很大影响。随着经济的发展,品牌理念、品牌管理等方面都取得了长足进步。但是,至今对品牌形象广告仍然缺乏科学、文化、艺术紧密融合的系统性研究,品牌形象集中表现为品牌的整体价值观及消费者的价值取向,是品牌的灵魂。本文将从塑造品牌个性印象方面阐述品牌在广告中的重要意义。
Brand image advertising is a form of advertisement, but it is different from other advertisements in that it is in an economic environment and has a great influence on establishing a corporate image and brand. With the development of economy, great progress has been made in brand philosophy and brand management. However, the brand image advertising still lacks systematic research on the integration of science, culture, and art. The brand image is concentrated on the brand’s overall values and the consumer’s value orientation. It is the soul of the brand. This article will elaborate on the importance of brand in advertising in terms of shaping brand personality impression.