摘要
基于品牌基因理论,将农产品品牌视为具有遗传性基因的生命体,从外在的形态表现、内在的文化内涵以及消费者与品牌的互动关系等方面提取出农产品品牌基因的构成要素——识别性基因、文化性基因、体验性基因。研究发现,将农产品品牌基因与品牌形象设计相结合,一方面可以探索农产品品牌在视觉优化、情感共鸣、营销策略等方面的系统创新路径;另一方面可以挖掘品牌基因中蕴含的乡土资源,以品牌形象设计为载体,实现乡土资源在现代社会的价值回归。
Based on the brand gene theory,the agricultural product brand is regarded as a life body with genetic genes,and the constituent elements of the agricultural product brand genes--identification genes,cultural genes,and experiential genes are extracted from the external form,internal cultural connotation,and the interaction between consumers and brands.The combination of agricultural product brand gene and brand image design can explore the systematic innovation path of agricultural product brand in visual optimization,emotional resonance,marketing strategy,etc;On the other hand,we can explore the local resources contained in the brand gene,and realize the value return of local resources in modern society with the brand image design as the carrier.
作者
朱利光
王猛
ZHU Liguang;WANG Meng(College of art and design,Anhui Business College of Vocational Technology,Wuhu 241002,Anhui;college of art,Anhui University,Hefei 230601,Anhui,China)
出处
《普洱学院学报》
2025年第1期42-50,共9页
Journal of Pu'er University
基金
安徽商贸职业技术学院科学研究项目:文化创意视角下农产品的品牌形象设计研究(2023KYR17)
安徽省高校人文社会科学研究重点项目:民间艺术视域下乡村设计的系统创新路径研究(2024AH052466)。
关键词
品牌基因
品牌形象设计
农产品
乡村振兴
brand gene
brand image design
agricultural products
rural revitalization
