品牌形象塑造的理論演進(jìn)與未來趨勢

【摘要】本文全面梳理了品牌形象塑造的發(fā)展節(jié)點(diǎn)，深入分析了品牌形象評(píng)估的演變及趨勢。研究發(fā)現(xiàn)，品牌形象的定義逐漸向消費(fèi)者視角傾斜，消費(fèi)者角色由被動(dòng)接受者轉(zhuǎn)變?yōu)閮r(jià)值共創(chuàng)的參與者。揭示了在塑造品牌形象過程中關(guān)鍵要素的維度躍遷性變化的可能，為品牌形象的動(dòng)態(tài)管理提供了新的視角。

【關(guān)鍵詞】品牌形象塑造；理論演進(jìn)；趨勢

【DOI編碼】10.3969/j.issn.1674-4977.2024.06.026

Theoretical Evolution and Future Trends of Brand Image Shaping

LI Sanshuai， HUANG Lihua， SUN Xiaoqiang*

（Yunnan University of Finance and Economics， Kunming 650221， China）

Abstract： This article comprehensively reviews the development nodes of brand image shaping， and deeply analyzes the evolution and trends of brand image evaluation. Research has found that the definition of brand image is gradually shifting towards a consumer perspective， with consumer roles shifting from passive recipients to participants in value co creation. This article also reveals the possibility of dimensional transitions in key elements in shaping brand image， providing a new perspective for dynamic management of brand image.

Keywords： brand image shaping； theoretical evolution； trend

0引言

在市場競爭加劇和消費(fèi)者需求多樣化的背景下，品牌形象已成為品牌營銷的關(guān)鍵要素。（剩余5538字）