摘要
本文对项目"基于时尚之都视角下的北京自主服装品牌形象研究"前期研究成果"成衣服装品牌形象评价体系和设计师服装品牌形象评价体系"的各层级指标构成及其权重分布进行深入的比较分析.得出成衣服装品牌中产品形象和服务形象等实实在在的指标对其总体品牌形象的贡献较大,而设计师服装品牌中人性化的、高层次的、文化性的要素对其综合品牌形象的影响更突出.分析结果为各类服装品牌形象树立、维护、提升过程中如何分配力量提供借鉴.
The paper did a systematic and comparative research on indexes and index weight details of clothing apparel brand and designer clothing brand image evaluation system which were constructed in the early research. The paper constructed that the product and service image have a larger contribution on the overall brand image of clothing apparel brand. Elements of culture, humanity and high level play an more important role in the designer clothing brand image. This conclusion can provide a reference for the establish, maintain, upgrade of clothing brand image of all types.
出处
《北京服装学院学报（自然科学版）》
CAS
2013年第4期50-54,共5页
Journal of Beijing Institute of Fashion Technology：Natural Science Edition
基金
北京市社科规划重点项目(11WYA003)
北京市社科规划重大项目资助(11ZDB13)
关键词
成衣服装品牌
设计师服装品牌
品牌形象
评价体系
apparel clothing brand
designer clothing brand
brand image
evaluation system
