论烟盒包装的设计艺术

包装设计在产品与消费者之间起着＂桥梁＂作用,烟盒包装承载着控烟宣传与传达香烟的品质、品味、品貌等信息的双重功能,烟盒包装设计对树立香烟的品牌价值和企业文化建设具有重要意义。烟盒包装的色彩设计、图案设计要为树立和保持本企业香烟的品质、品味、品貌做出贡献,以其独特的品牌魅力吸引消费者。     

实施区域名牌战略中企业与政府的作用

企业要在激烈的市场竞争中发展、壮大、成熟 ,实施名牌战略是其必然选择。本文分析了目前我国区域名牌战略面对的局势及不足之处 ,提出了通过企业名牌创新和政府的适度干预来发展区域名牌 ,繁荣区域经济的策略与措施。     

Enhancing online brand experiences: An application of congruity theory

Providing a distinctive brand experience is critical to differentiate each hotel brand from others, due to the intangible characteristics of the hotel industry. Rooted in congruity theory, this study investigated how three congruities (i.e., self-image congruity, online–offline brand image congruity, and value congruity) influenced customers’ online brand experiences and their brand trust. Results from this study indicated both self-image congruity and online–offline brand image congruity significantly influenced both customers’ online brand experiences and their trust toward the hotel's brand. Extending brand experience literature and congruity theory, this study suggested hotels should develop a strategy that could capture these three congruity effects in online and offline channels because these effects should be key determinants for customers’ online brand experiences and their responses.     

浅谈旅游品牌色彩识别设计

品牌是一种生存和发展的战略,品牌让人最易记住的是其名称、标识符号和色彩。面对形形色色的旅游品牌,人们关注更多的是其漂亮的品牌标志,而看似简单的品牌色彩识别设计,因其抽象性而不易被人更深认知。品牌色彩通过视知觉刺激于人的心理,具有强烈的感情魅力、视觉识别效应和传播效果。旅游品牌选用什么色彩并非随意为之,应该给予科学的色彩识别设计。     

品牌之现在进行式

本文从当下最受关注的"品牌"出发,初步探讨了品牌的概念、品牌的影响力、品牌与产品之间的关系以及品牌的战略思想等问题。文章首先介绍了品牌的概念,接着用实例说明了品牌与产品之间的关系,最后阐述了企业从产品时代迈向品牌时代的必然之路。     

论品牌价值与品牌战略

在市场经济发展日趋深化的今天,品牌对于企业生存和发展的重要性已众所周知,品牌战略已成为众多知名企业在市场竞争中立于不败之地的法宝。本文指出了品牌的作用,也就找到了品牌价值的来源,探讨了我国企业品牌发展中存在的问题,提出了实施品牌战略的策略。     

Cigarette pack and advertising displays at point of purchase: community demand for restrictions

Tobacco promotion influences tobacco consumption. Traditional forms of tobacco promotion have been heavily restricted in response to the harmful effects of tobacco. Tobacco displays at the point of purchase are increasingly important as a means of communicating brand imagery for the tobacco industry, especially when advertising is restricted at these points. Previous research has demonstrated that children exposed to tobacco advertising at the point of purchase have inflated perceptions of availability, use and popularity of tobacco. Internationally, laws are being debated and implemented to prohibit or restrict the display of tobacco at the point of purchase or put tobacco out of sight. Such measures would reduce tobacco product exposure and, hence, tobacco marketing among youth and the community. In South Australia, a ban on all cigarette advertising at the point of purchase was introduced in 2005. This study was designed to assess community support for restrictions on cigarette displays and advertising at the point of purchase. A telephone survey was conducted with a random sample of 2026 South Australian adults (aged 18 years and over) in July 2005. Overall, 63% of the community approved of a hypothetical total ban on cigarette displays at the point of purchase, with over three‐quarters believing this should happen in the next 12 months. A further 24% believed that cigarette displays should be restricted and 82% would approve of a ban on displays in stores that sell confectionary. Only 7% of adult smokers reported making their decision about the brand of cigarettes to buy at the point of purchase and 90% made their decision before they even entered the shop. The results strengthen arguments that cigarette displays are not necessary to maintain brand loyalty or to encourage brand switching of established smokers. Instead, the results make arguments more credible that cigarette displays normalize and promote smoking among young people and may also promote unplanned purchase or increased consumption among less frequent smokers or former smokers. Placing cigarettes out of sight would be unlikely to impact on brand choice for most smokers, who have already made up their mind before they enter the store.     

创建地方性服装自主品牌——以吉林省为例

对大多数服装企业来说,加快自主创新、打造自主品牌是企业成功转型的必由之路。而创建自主品牌更多的是文化创新,文化创新的外在表现力又是品牌形象塑造,即CIS企业识别系统的创建。地方性服装自主品牌必须抓住与其它地域品牌文化不同的特色与亮点,通过地域文化和企业形象策划的结合来提升地方性品牌竞争力,创造品牌无形资产,为地方性服装自主品牌发展带来新的契机。     

河南省劳务品牌培育的创新途径研究

品牌竞争是市场竞争的高级阶段和综合形式。河南省剩余劳动力转移的重要途径是劳务输出,劳务品牌是提升劳务输出和劳务经济的有效途径。劳务品牌需要培育和经营,品牌意识、政府作用、品牌宣传等是培育劳务品牌的创新途径。     

中国本土酒店集团发展的品牌构建——对“锦江”品牌发展的研究

品牌是酒店集团的关键资源和核心竞争力。国际酒店集团的进入在给我国本土的酒店企业带来了巨大冲击的同时，也给后者提供了学习先进管理水平和品牌运营策略的机会。锦江集团的品牌推广是国内酒店服务业的成功典范，其品牌战略值得我国其他酒店集团借鉴。我国本土酒店集团要想在竞争中立于不败之地，就必须：加速酒店集团扩张，形成规模和品牌的良性互动；细分顾客市场，明确营销重点，增强顾客对酒店品牌的忠诚度；根据具体情况，灵活运用酒店集团品牌战略。