摘要
本文的主要目的是在河南农业文化的视域下,通过对现有原阳大米品牌存在的问题进行分析,提出设计策略,提升原阳大米的品牌形象与文化价值。研究以凯勒的CBBE理论框架为基础,从品牌识别、品牌内涵、品牌响应及品牌关系4个维度,分析原阳大米品牌形象建设的现存问题。随后从品牌价值的物质层、行为层与文化层4个层面进行深入剖析,并基于此提出原阳大米品牌形象设计策略。最终,形成了基于物质层融合历史文脉与生态价值、基于行为层优化消费体验、基于精神层凝聚品牌价值的三层次原阳大米品牌形象设计策略。并为农副产品的品牌设计提供了参考思路。
This study aims to enhance the brand value of Yuanyang Rice from the perspective of Henan's agricultural culture by analyzing existing issues in its current branding.Grounded in Keller's CBBE(Cultural,Biological,Ecological)theoretical framework,the research examines four dimensions of brand image development:brand identity,brand connotation,brand responsiveness,and brand relationships.Through in-depth analysis of brand value at three levels―material,behavioral,and cultural dimensions―the study proposes a three-tiered branding strategy:integrating historical context and ecological value at the material level,optimizing consumer experience at the behavioral level,and consolidating brand value at the spiritual level.The findings provide design insights for agricultural product branding,offering practical approaches for enhancing brand equity in specialty agricultural sectors.
作者
李孟蔚
常馨月
LI Mengwei;CHANG Xinyue(College of Art and Design,Henan Institute of Technology,Xinxiang 453003,China)
出处
《鞋类工艺与设计》
2026年第4期69-72,共4页
SHOES TECHNOLOGY AND DESIGN
基金
2024年度新乡市社科联调研课题《河南农业文化视域下的原阳大米品牌形象设计研究》(项目编号:SKL-2024―263)。
