随着线上零售市场的快速增长,品牌Logo作为公司的视觉象征,在电商领域中扮演着至关重要的角色。本文基于Logo在品牌战略的核心地位和面孔认知探讨了面孔品牌Logo对于市场竞争的重要性。首先简述了面孔图形品牌Logo的发展概况、分类和优...随着线上零售市场的快速增长,品牌Logo作为公司的视觉象征,在电商领域中扮演着至关重要的角色。本文基于Logo在品牌战略的核心地位和面孔认知探讨了面孔品牌Logo对于市场竞争的重要性。首先简述了面孔图形品牌Logo的发展概况、分类和优势,包括高度辨识性与记忆性、情感共鸣与品牌人格特征、跨文化传播能力。然后基于品牌战略从品牌可识性,品牌忠诚度,品牌国际化分析品牌Logo在市场竞争的核心地位。更进一步基于面孔加工机制理论探讨面孔图形Logo的独特优势。最后,基于此为面孔图形Logo设计提供相应策略并指出未来研究应更多地从消费者角度出发,探讨不同文化背景下的营销策略,以不断提升Logo的吸引力和影响力。With the rapid growth of the online retail market, brand Logo as a visual symbol of a company plays a crucial role in the e-commerce sector. This paper explores the importance of face brand Logos for market competition based on the centrality of Logos in brand strategy and face recognition. Firstly, it briefly describes the development overview, classification and advantages of face graphic brand Logo, including highly recognizable and memorable, emotional resonance and brand personality characteristics, and cross-cultural communication ability. Then, based on brand strategy, we analyze the core position of brand Logo in market competition from brand recognizability, brand loyalty, and brand internationalization. Further, based on the theory of face processing mechanism, we discuss the unique advantages of face graphic Logos. Finally, based on this study, we provide a strategy for the design of face Logos and point out that future research should focus more on the consumer’s point of view, and explore the marketing strategies in different cultural contexts, so as to continuously improve the attractiveness and influence of Logos.展开更多
文摘随着线上零售市场的快速增长,品牌Logo作为公司的视觉象征,在电商领域中扮演着至关重要的角色。本文基于Logo在品牌战略的核心地位和面孔认知探讨了面孔品牌Logo对于市场竞争的重要性。首先简述了面孔图形品牌Logo的发展概况、分类和优势,包括高度辨识性与记忆性、情感共鸣与品牌人格特征、跨文化传播能力。然后基于品牌战略从品牌可识性,品牌忠诚度,品牌国际化分析品牌Logo在市场竞争的核心地位。更进一步基于面孔加工机制理论探讨面孔图形Logo的独特优势。最后,基于此为面孔图形Logo设计提供相应策略并指出未来研究应更多地从消费者角度出发,探讨不同文化背景下的营销策略,以不断提升Logo的吸引力和影响力。With the rapid growth of the online retail market, brand Logo as a visual symbol of a company plays a crucial role in the e-commerce sector. This paper explores the importance of face brand Logos for market competition based on the centrality of Logos in brand strategy and face recognition. Firstly, it briefly describes the development overview, classification and advantages of face graphic brand Logo, including highly recognizable and memorable, emotional resonance and brand personality characteristics, and cross-cultural communication ability. Then, based on brand strategy, we analyze the core position of brand Logo in market competition from brand recognizability, brand loyalty, and brand internationalization. Further, based on the theory of face processing mechanism, we discuss the unique advantages of face graphic Logos. Finally, based on this study, we provide a strategy for the design of face Logos and point out that future research should focus more on the consumer’s point of view, and explore the marketing strategies in different cultural contexts, so as to continuously improve the attractiveness and influence of Logos.
