- 會議論文
品牌故事對於品牌識別設計之關聯性探討
A discussion of the relevance of brand storytelling to brand identity design
摘要
從人類學的角度思考發現，我們認識這個世界，最原始的方式就是透過「故事」。認識品牌也是如此，企業透過品牌故事試圖與大眾產生關係，利用故事包裝讓大眾對品牌的印象更為深刻，進而增加消費者對於品牌的辨識、記憶、行動，到最重要的購買。品牌故事傳遞的是品牌核心的「內在價值」，而品牌識別設計則代表品牌的「外部形象」；品牌故事可以體現品牌所要傳遞的文化、行為，而品牌識別標誌則是為了體現前述，用視覺呈現給消費者，因此，品牌能否在第一時間吸引消費者進行辨識與記憶，甚至產生好感與信任，其設計就顯得格外重要。本研究主要探討品牌故事之元素，經過視覺符號化後，對品牌識別標誌設計之關聯性及重要性，研究目的包含：一、探討品牌故事對品牌的重要性。二、分析品牌故事與品牌識別標誌之間的關聯性。研究方法乃透過文獻蒐集、案例分析法與問卷調查為主。最後歸納出以下結論：一、品牌故事在品牌溝通中會影響消費者之行為。二、品牌故事內容會影響品牌識別標誌之設計元素與表現。三、品牌故事與品牌識別標誌之間具有關連性，但與品牌形象的關聯性更高。
並列摘要
From an anthropological point of view, we find that the most primitive way we know the world is through "stories." The same is valid for understanding the brand; enterprises try to have a relationship with the public through the brand story, using the story packaging to make the crowd more impressed with the brand and then increase the consumer's recognition, memory, and action of the brand, to the essential purchase. The brand story conveys the "intrinsic value" of the brand core, while the brand identity design represents the "external image" of the brand; The brand story can reflect the culture and behavior that the brand wants to convey, and the brand identification logo is to reflect the preceding and present it visually to consumers, so whether the brand can attract consumers to identify and remember at the first time, and even produce good feelings and trust, its design is essential. This study mainly explores the elements of the brand story and the relevance and importance of brand identity logo design after visual symbolization. The research objectives include: First, to examine the importance of brand story to brand. Second, analyze the correlation between the brand story and the brand identity logo. The research method mainly involves literature collection, case analysis, and questionnaire surveys. Finally, the following conclusions are summarized: First, the brand story will affect the behavior of consumers in brand communication. Second, the content of the brand story will affect the design elements and performance of the brand identity logo. Third, there is a connection between the brand story and the brand identity logo, but the correlation with the brand image is higher.