高品牌價值之品牌識別設計傾向研究

Trend of Brand Identity Design in High Brand Value

羅凱(Kai Lo) ； 林品章(Pin-Chang Lin)

《設計學研究》 10卷1期 (2007/07) Pp. 47-68

https://doi.org/10.30105/JDS.200707.0003

摘要

面臨全球化時代的市場競爭，台灣產業積極推動自有品牌OBM(Own Branding & Manufacturing)邁向國際，然而如何成功打造品牌，並迅速建立「品牌價值」，成為企業重要的課題。本研究動機奠基於此，蒐彙國際間具有高「品牌價值」之名稱與標誌(logo)計127個，藉由樣本的歸納與分析，描述成功國際「品牌識別」設計的輪廓，提供後續研究的基礎。研究結果顯示：(1)「文字類」(51.97%)的識別造形設計，為國際性成功品牌最普遍的採取方式，「具象類」(8.66%)與「抽象類」(7.87%)兩者屬圖案類的表現形式較少；(2)「專有名詞」的品牌名稱佔53.54%，但有遞減的傾向，相對之下「自由創作」與「聯想性」有遞增的現象；(3)「品牌識別」色彩多數僅選用單一顏色(61.42%)，但隨著媒體技術年代的更迭，顏色數選用較為彈性，但均在4個色彩數之內；(4)整體分析國際上具「品牌價值」之識別設計，其造形與色彩傾向簡單、清晰的設計，因此對於品牌名稱的命名，顯得格外重要，值得台灣品牌新秀參考與借鏡。

關鍵字

品牌識別 ； 品牌價值 ； 造形 ； 內容分析法

並列摘要

Industries in Taiwan are promoting their Own Brand Manufacturing (OBM) to deal with the increased market competition brought on by globalization. How to create a brand successfully and to establish brand value quickly has thus become an important focus of enterprises. This study investigated a total of 127 international brands and logos with high brand value to outline successful brand identity design through sample induction and analysis as a foundation for subsequent studies. The findings generated in this study indicated that: (1) Word marks (51.9%) are the commonest identity design for internationally successful brands, while pictorial marks (8.66%) and abstract patterns (7.87%) are used less; (2) 53.54% of sampled brand names are with proper nouns but this trend is decreasing because of the increasing favor of free creation and free association; (3) single color is the commonest color scheme (61.42%) in brand identity, though color use has become more flexible as media technology modernized; however, 4 colors or less are still the norm; and (4) high brand value designs of brand identity are stylistically and chromatically simple and clean, so the naming of brands is extremely important, and new brands in Taiwan would do well to follow this trend.

並列關鍵字

Brand identity ； Brand value ； Form ； Content analysis

參考文獻

Aaker, D. A.、沈雲驄、湯宗勳譯(1995)。品牌行銷法則－如何打造強勢品牌。台北:商週。