解讀文化品牌之探討

A Study on the Decoding of Cultural Brands

王淑慧(Shu-Huei Wang) ； 何明泉(Ming-Chyuan Ho)

《設計研究》 6期 (2006/07) Pp. 154-163

https://doi.org/10.30178/SJYJ.200607.0016

摘要

本研究以文化品牌精緻化的形塑，解讀文化象徵的意義、解碼再經設計、行銷、媒體、經營管理及整體形象包裝。在整體消費過程的溝通傳達，文化商品如何傳遞文化訊息，文化品牌如何解讀？如何呈現出文化內涵及外延？在全球化與在地化的潮流下，解讀文化品牌精緻化的服務、體驗、美感、心靈等等，來滿足現代消費者。透過品牌探討文化、產品和消費者間意義的流轉，以法蘭瓷、幾米為個案研究分析，輔以SWOT分析以了解各個個案研究設計、行銷、媒體、經營管理等整體包裝之過程。結論顯示文化品牌不只要有精緻符碼創作的特殊性，更需要結合識別（文化符碼）、行銷、經營管理、產品及創新品牌價值。

關鍵字

文化品牌 ； 品牌管理 ； 文化符碼 ； 文化商品 ； 美學

並列摘要

This research focuses on the decoding of the exquisite model of cultural brands. How is the symbolization of cultural meaning conveyed through design, marketing, productions and the management of a brands image and identity? It analyses the process of brand image consumption, how branded products communicate within a given cultural code? How can we decode cultural brands? How do we represent culture references through denotation and connotation?In the context of globalisation and localisation, this paper looks at decoding the exquisite model of cultural brand services, brand experience, aesthetics and spirits are used to engage consumers. It seeks to understand the meaning of symbols in culture, products and how consumers interpret cultural brands. Case studies focus on Franz and Jimmy S.P.A., which undertakes a SWOT analysis reviewing design, marketing, communication medium and brand management. The conclusion shows that cultural brands not only display a special code in their creation, but also combine with identity, market, products and management leading to more innovation and increased consumer value in brands.

並列關鍵字

cultural brands ； cultural products ； brand management ； cultural symbols ； aesthetics