摘要
目的研究塑造品牌形象和提高品牌美誉度的方法。方法分析了包装策略与品牌记忆度之间的关系,然后以包装的造型、参与性、情感性为主线,探讨了在加深品牌记忆过程中的多种包装策略手法。结论得出了品牌记忆度与产品二次消费的关系,提出了在产品包装中恰当地运用包装策略能从根本上加深产品印象,唤起消费记忆,促进多次购买,从而塑造良好的品牌形象。
Objective It studied the method to build the brand image and enhance the brand reputation. Methods Firstly it analyzed the relationship between packaging tactics and the degree of memory, with packaging modeling, participatory, affective as the main line, discussed a variety of packaging tactics approach in the process of deepening brand memory. Conclusion It concluded the relationship between the degree of brand memory and the secondary consumer of brand, put forward the appropriate use of packaging Tactics in the product packaging can deepen the product impression, arouse the memory consumption ,promote multiple purchases, so as to mould good brand image.
出处
《包装工程》
CAS
CSCD
北大核心
2014年第2期7-11,共5页
Packaging Engineering
关键词
品牌
品牌记忆度
包装策略
KEY WORDS： brand
degree of brand memory
packaging tactics
