基于时间维度的品牌识别及其模型修正——以"娃哈哈"纯净水为例

品牌识别是品牌在时间维度上的独特统一,是关于品牌的外在与内在的系统认识。通过对品牌元素的分析与综合,可以构建出一个层次分明、清晰实用的四维识别模型,它分为品牌的文化系统与品牌的产品系统两个部分,其中品牌理念是品牌识别的灵魂所在。对照这个品牌识别系统可以发现品牌管理中的漏洞所在与未来品牌建设的方向与策略。时间也许不是品牌识别的唯一维度,但肯定是首要的与不可或缺的维度。

Brand Identity and Model Revision Based on Time Dimension——A Case Study on Wahaha Purified Water

Brand identity is the distinctive unification of the brand based on time dimension and a systemic understanding of the brand's intrinsic and extrinsic properties.With the analysis and synthesis of brand elements,we can establish an hierarchical and practical 4-dimension brand identity system,including a cultural subsystem and a product subsystem,in which the brand tenet serve as its soul and spirit.Against this brand identity model as a criterion,some weaknesses in the brand management can be discovered and the appropriate strategies of brand development can be worked out.Time dimension is not the sole dimension of brand identity,but absolutely it is the first and foremost dimension of it.