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本文在理清了品牌识别和品牌形象内涵的基础上,通过研究文献后构建了品牌信息传播影响模型,指出了影响两者信息契合度不高的因素。
After clarifying the connotation of brand identity and brand image, this paper constructs the influence model of brand information dissemination through studying the literature, and points out the factors that affect the low degree of information fit between the two.