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优秀的设计是实施品牌战略的强大引擎。如果缺少有力而卓越的设计能力,就不可能让人们看到、感觉到、触摸到、使用到、体验到和享受到品牌的世界。本文把品牌设计分为产品设计、传播设计、环境设计三大类别。在产品设计类别中,伴随着众多案例,汽车设计师奥山清行设计的洋马拖拉机案例,向我们展示了他的作品如何为洋马品牌赋予力量。在讨论传播设计时,介绍了东京奥运会标志、国际品牌的网站设计以及鳄鱼品牌的网络电影案例。对于品牌环境设计,考察了如梅赛德斯咖啡厅等品牌体验空间的体验商品和氛围。最后,讨论了日本四国毛巾工业协会的案例,佐藤可士和作为品牌总监凭借战略指导、领导才能和设计能力,在重组和重塑传统产业,使之成为一个具有创新性、全球化导向性品牌的品牌驱动型组织中,展示了他的多种才能。
Good design is a powerful engine for implementing brand strategy. Without the power of design excellence, it is impossible for people to see, feel, touch, use, experience and enjoy the brand in the world. This article divides brand design into product design, communication design, environment design three categories. In the product design category, along with many cases, the case of the ocean horse tractor designed by Okuyama, an automotive designer, shows us how his work gives Yanmar brand strength. In the discussion of communication design, introduced the Tokyo Olympic Games logo, the international brand website design and crocodile brand online cinema case. For the design of the brand environment, the experience such as the Mercedes-Benz Cafe and other brand experience experience of goods and atmosphere. Finally, we discuss the case of Japan’s Shikoku Towel Industry Association. As a brand director, Sato Keizo, as a brand director, reorganized and reshaped the traditional industries with strategic guidance, leadership and design capabilities to make it an innovative and global oriented brand Brand-driven organization, demonstrated his many talents.