摘要
通过论述产品形象在品牌塑造中的作用,阐明产品是企业品牌的最终代言者,是在消费者心目中塑造品牌形象最有效的信息传递途径之一。这种以产品的视觉形象来塑造企业的品牌形象,是通过产品形态与构成要素建立的,可以更直接地促进消费者通过产品视觉感受在心目中塑造品牌形象。
The function of product image in building brand image was discussed. It was emphasized that product is the ultimate advertiser of the cooperation image and one of the effective shaper of brand image in the heart consumer. With the help of the form and the elements of product, brand image can be more easily to shape through the visual experience of consumers.
出处
《包装工程》
CAS
CSCD
北大核心
2007年第6期113-115,共3页
Packaging Engineering
