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在视觉爆炸和信息爆炸的时代,借助语言和形象的对应关系,营销者可以更好地为自己的产品和品牌定位。笑眯眯的肯德基上校,让你立时记起炸鸡的美妙滋味;修长的玻璃瓶造型,让你从一堆啤酒瓶中认出了克罗娜啤酒;白底之上绿色的美人鱼——没错,那就是星巴克咖啡!在视觉时代,一个独特的品牌设计会让人们立刻记住。从定位理论来审视,一个好的品牌需要能够强化其定位的视觉语言。这个道理或许能从2012年的“加多宝”与“王老吉”之争看得出来。“王老吉”改名之后有个令人哭笑不得的段子。如果你在饭馆里问服务员:“有王老吉吗?”服务员很可能会摇头回答:“没有”。而就在你失望的一瞬间,又听他或她赶紧补充道:
In the era of visual explosions and information explosions, marketers can better position their products and brands with the help of language and image correspondence. Smiling Colonel KFC, let you immediately remember the wonderful taste of fried chicken; slender glass shape, so you recognize from a pile of beer bottles of Korona beer; green Mermaid above the white - yes, that Starbucks Coffee! In the visual era, a unique brand design will make people immediately remember. Looking at positioning theory, a good brand needs a visual language that reinforces its positioning. This truth may be seen from the battle between 2012 “JDB” and “Wong Lo Kat”. “Wong Lo Kat” renamed after a dumbfounding piece. If you ask the waiter in the restaurant: “There Wong Lo Kat?” “The waiter is likely to shake his head to answer: ” no ". Just in your moment of disappointment, but also listen to him or her quickly added: