華歌爾品牌視覺形象之研究

A Study on Brand Images of Wacoal Company

賴惠玲(Hui-Ling Lai)

指導教授 ： 林昆範

中原大學/設計學院/商業設計研究所/碩士(2016年)

https://doi.org/10.6840/cycu201600051

摘要

品牌形象是指消費者以記憶將產品資訊與品牌相連的聯想，此種品牌聯想的過程是消費者在接觸品牌資訊後，與原有記憶中的品牌訊息相連接而形成的聯想然而型錄就是其中一環。每一個品牌的型錄的設計表現，表達著品牌的內涵，而品牌訊息傳達是否精準正確，將影響消費者對品牌的認知。
華歌爾內衣為大家耳熟能詳的企業品牌，開創至今已46年的歷史，旗下眾多品牌，但越是擴張的企業，越不容易維護一脈相承的精神及理念，並讓品牌價值不易彰顯，與形象模糊而難以掌握等問題。接觸點為消費者接觸品牌的介面與方式。因此，一個成功的品牌經營者，應有效的將不同接觸點所傳遞的品牌訊息整合為一，提升獨特的品牌形象與價值，將是發展品牌的重要工作之一。
因此，本研究借由內田廣由紀（2008）所提出的「3風格5元素」版面分析矩陣圖，探討華歌爾型錄版面設計的風格，得知現行華歌爾品牌形象。具體目的為(1)藉由文獻探討與個案分析，釐清品牌相關定義與基本觀念、(2)透過視覺識別接觸點的分析，探討華歌爾品牌形象與發展、(3)依據研究成果，提供相關產業發展品牌形象之思考。
根據研究結果得知，華歌爾型錄在各品牌或是系列之間的版面設計規畫，並沒有一套準則與規範，導致版面設計與風格的不穩定，品牌形象模糊。版面設計是訊息傳遞的橋樑，各品牌間應確實掌握品牌基本特性，找到自己的定位，建立一組一致化的視覺品牌形象。為了在顧客心目中建立有利的品牌形象，企業必須要謹慎地管理每一個與顧客的接觸點，讓品牌信息協調一致，呈現出一個整體形象，以利品牌建構。

關鍵字

品牌形象 ； 品牌接觸點 ； 型錄 ； 版面設計 ； 華歌爾

並列摘要

Brand image is what consumers bring “product information” and product brand together in an intangible way. After the consumers are aware of the product brand, the brand association is seated in customers’ mind through product catalogues. Brand is embodied in product catalogue designs/layouts of each brand, and what brand conveys messages will have impact on consumers’ brand perception.
Wacoal® Bras is a household brand name around the world and has been 46 years ago since its establishment. While the enterprise is expending and has a variety of brands, it is not easy to maintain beliefs and traditions from generation to generation. Even worse, it is also difficult to ensure the brand names have prominence in this field. With the advent of time, the brand name becomes more and more ambiguous. A touch points are in the vicinity of potential customers so that a successful brand manager should try to integrate all informations and messages which the touch points attempt to convey to potential consumers. Furthermore, the successful brand manager should try to distinguish his own brand from others and enhance brand name values.
Therefore, the thesis mainly uses a “three styles and five elements” matrix analytical method proposed by Hiroyuki Uchida in 2008 to make a research to design styles of Wacoal® Bras’ product catalogues and understand present Wacoal® Bras’ brand image. Subject of the thesis are (1) in terms of case study to clarify related definition and basic of branding, (2) through analysis of visual identification touch point, to make a research to Wacoal® Bras’ brand image and its development, and (3) based on these analysis and information, provide an in-depth comments of branding development with related industry.

Based on my analysis, Wacoal® Bras does not have clear rules or guidance to product catalogue design/layout among different brands or different series product so that these product catalogue designs/layouts are very similar to result in equivocal brand images. Catalogue designs/layouts are used to convey certain messages to consumers, and each of the Wacoal® Bras’ brands should know their own characteristic to distinguish themselves from others and to shape a set of uniform visual brand images. Besides, to maintain brand perception in customers, company management should meticulously manage each of touch points which are in the vicinity of potential customers and convey the same message of brands to customers so as to build a strong brand image in the market.

並列關鍵字

brand image ； brand touch point ； catalogue ； layouts ； Wacoal

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