品牌之新定位與標誌設計：以「i599」為例

New Positioning and Logo Design of the Brand: Take ＂i599＂ as an Example

馮文君(Wen-Chun Fong)

《修平學報》 39期 (2020/03) Pp. 1-32

摘要

台灣印刷產業近十來年，嚴重地受到市場衰退及低價競爭的惡劣衝擊，產業也面臨市場劣質化的趨向而紛紛轉型。個案之「i599」相片書品牌於經營數年後，發現產業環境中的廠商大多數服務於中價位之消費族群，且忠誠度偏低，引發危機意識。企業內部對於為品牌重新作定位與設計新標誌之呼聲越來越高，期望以此來達到重塑品牌形象、擴增市場行銷之目的。本研究以內容分析法、焦點團體訪談法為研究方法。先根據文獻探討、品牌經營者所提供之市場經營狀況、競爭品牌資料等作為先備知識，再邀請相片書印刷相關經營者、品牌識別設計專家等人，經過團體座談討論，以內容分析法所得之新品牌定位為專業技術整合度高，創造高品質中價位與物超所值的體驗、對競爭者作差異化區隔；標誌設計須傳達品牌重視質感與專業技術整合的形象，以少量多樣服務不同消費族群。並採用Perry&Wisnom（2003）品牌標誌的構成理論，採個案方式進行「i599」品牌之重新定位（Positioning），再以「i599」之新定位創作定位標語（Verbal）、新的標誌識別與視覺設計（Visual），為顧客帶來新的形象體驗（Experiential）。「i599」經過品牌重新定位，重新設計品牌標誌識別與重新塑造品牌形象後，更吸引重視質感與專業度的消費族群，並擴增異業結盟、電子商務等相片書與數位印刷市場，業績每年均能穩定成長。

關鍵字

相片書 ； 數位印刷 ； 品牌定位 ； 品牌標誌設計

並列摘要

In the past ten years, Taiwan's printing industry has been severely affected by the market recession and low-price competition. The industry has also faced a trend of inferiority in the market and has undergone transformation. After several years of operation, the ＂i599＂ photo book brand found that most of the manufacturers in the industrial environment served the middle-priced consumer groups, but the loyalty was low, which caused crisis awareness. The voice in the company for the re-branding of the case and the design of new logos is getting higher and higher, and it is expected to achieve the purpose of reshaping the brand image and expanding marketing. This study uses ＂the content analysis method＂ and ＂Focus group method＂ as the research method. After group discussions, we used content analysis method to obtain new brand positioning, which can use the ability of high professional integration, create high-quality mid-price and value-for-money experience, and differentiate the competitors; brand design shall illustrate the brand's image of quality and professional technology integration with small quantity but high variety of services to different consumer groups. This study uses the Perry & Wisnom (2003) Composition of a brand identity to carry out the ＂i599＂ brand repositioning, and then uses the new ＂i599＂ brand positioning to create new positioning slogans, new logo recognition and new visual design to bring a new image experience to the customers. After redesigning the brand identity and re-branding the brand image, ＂i599＂ has attracted more consumers that value the quality and professionalism, and expands the photo-book market of different industries and e-commerce. The performance is growing up stably every year.

並列關鍵字

Photo Book ； Digital Printing ； Brand Positioning ； Brand Logo Design

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