品牌形象色彩之識別性研究

從Tiffany&co.與Pantone註冊色彩成為品牌的商標後，開始關注品牌識別性各方面的資訊，希望透過文獻的探討與樣本的分析去找出品牌識別性的建立方法，並從日常生活所能接觸到的服飾品牌著手分析，認識每個品牌從無到成為國際品牌的過程與故事。本研究透過內容分析法，探討如何制定品牌色以及標誌和色彩相輔相成的關係。一個品牌如何做出獨特的識別性，除了需要長時間的累積，還要有與別人不同的特色，或從舊有的規則找出新方法，不論是從色彩、材質或圖案，都能成為品牌的獨有象徵與指標。後續研究將分析更多品牌案例，也會透過問卷從消費者的角度來認知品牌色彩的識別性，理解消費者眼中的品牌是什麼樣子，找出品牌色具有的效益與存在必要性為何。

關鍵字

品牌色；視覺識別；色彩行銷；品牌形象

並列摘要

After Tiffany&co. registered colors as the brand's trademarks with Pantone company, I began to attend the information of identification of the brand. Hoping to find out how to establish brand identity through literature and sample examination. Analyze clothing brands that can be touched in our daily life. Study of the success process and story of each international brand. This research uses content analysis to explore the relationship between the logo and color that how to formulate brand colors. How does a brand make unique identification? In addition to the need for long-term accumulation, it also has different characteristics from others. Find new methods from old rules, whether it's color, material, or pattern. All can become a unique symbol and indicator of the brand. Follow-up research will analyze more brand cases. Through the questionnaire, the identification of brand color can also be recognized from the point of consumers. Understand what the brand is perceived by consumers look like. And find out the benefits and necessity of brand color.

並列關鍵字

Brand Color ； Visual Identity ； Color Marketing ； Brand Image

國際替代計量

品牌形象色彩之識別性研究

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