毕业设计（论文）-品牌形象代言人策略研究.doc

摘 要 在经济日益发达、商品供给相对过剩的今天，品牌众多、产品同质化现象日趋严重。如何让消费者在琳琅满目的品牌产品面前，青睐你的产品并对你的产品产生较高的品牌忠诚度呢？这就需要品牌运作人煞费苦心，除了保持产品品质的竞争优势之外，还必须在品牌的个性化特色和品牌整体形象的塑造上下一番功夫。品牌形象代言，亦即以形象代言的方式传达品牌独特、鲜明的个性主张，使产品得以与目标消费群建立某种联系，顺利进入消费者的生活和视野，达到与之心灵的深层沟通，并在其心中树立某种印象和地位，使品牌变成一个有意义的带有附加价值的符码。它通过一定的媒介或载体传播诉诸目标受众，从而在品牌如云的市场中树立和打造个性化的品牌形象。它或者通过品牌创立人独具人格魅力的形象代言，给目标受众以鲜明的品牌个性和信心；或者通过影视明星、社会名人极具亲和力的形象代言，令品牌产品迅速对目标消费群的购买施加影响；或者通过虚构人物演绎品牌叙事，传达品牌理念与价值取向，赢得目标受众的认同；或者通过漫画式卡通动物的形象代言，塑造活泼可爱、耳目一新的品牌形象，让人在相视一笑中对品牌产生美好的联想和印象。Abstract Developed in the economy, the relative excess supply of goods today, many brands, product homogenization phenomenon has become increasingly serious. How to make a wide range of branded consumer products in the face of popular products that you and your product can result in higher brand loyalty? This requires painstaking brand operator, in addition to maintaining the competitive advantages of product quality, but also must be characteristics of the brand personality and brand image on the overall efforts. Brand endorsement, that is the way to speak to convey the image of the brand unique, distinct personality that make our products to consumers with the goal to establish a link, smooth entry into the consumers life and vision, to communicate with the deep spiritual and in their hearts to establish some sort of impression and position into a meaningful brand with value-added code. Through certain media or vector spread to resort to the target audience, like clouds in the brand in the market to establish and create personalized brand image. Its founder or by a unique brand image of charisma speak to target audiences with a distinctive brand personality and confidence; or Movie Star, a very friendly society the image of celebrity endorsement, the brand quickly on the target consumer group to purchase imposed impact; or mythical interpretation of the brand narrative, to convey ideas and values of the brand has won the recognition of the target audience; or comic-style cartoon images o