任何品牌在构成知名效应的同时.必然构成特定的文化指向。品牌确立既是知名度的建立,更是品牌文化内涵的建设。在塑造品牌的过程当中,常提到形象(IMAGE)一词,人们强调:“凡是广告应该奉献一切来提升品牌形象。”可见品牌形象的确定在市场行销过程中扮演着十分重要的角色。然而“塑造品牌”与“塑造品牌形象”这 While any brand constitutes a well-known effect, it must constitute a specific cultural point of view. Brand establishment is not only the establishment of reputation, but also the construction of brand culture. In the process of shaping the brand, often referred to the image (IMAGE), people emphasize: “All advertising should dedicate everything to enhance the brand image ” visible brand image determination plays a very important role in the marketing process . However, “shaping the brand” and “shaping the brand image” this