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随着工业化的发展,工艺美术以崭新的面貌适应着新的环境。由于人们生活方式和对生活需求的不断变化,使得传统工艺美术逐渐失去竞争力。传统工艺美术要想继续保持旺盛的生命力,必须借用品牌理念,确定一个合理的品牌定位,通过不同媒介和大众进行交流沟通并传递品牌价值,使人们了解该工艺美术品类的故事,进而产生信任感。文中借用科勒模型,对品牌的要素和品牌联想进行阐述,并对工艺美术品牌策略的构建进行讨论。
With the development of industrialization, arts and crafts with a new look to adapt to the new environment. Traditional arts and crafts are losing their competitiveness due to the changes in people’s lifestyle and their needs for life. Traditional arts and crafts in order to continue to maintain strong vitality, we must borrow the brand concept, to determine a reasonable brand positioning, communication and communication through different media and the public and to convey brand value, so that people understand the story of the arts and crafts category, resulting in a sense of trust . In this paper, Kohler model is borrowed to elaborate on the brand’s elements and brand association, and to discuss the construction of the arts and crafts brand strategy.