从设计表现到设计战略——我国品牌形象设计战略的研究意义及其思考

摘要

The trend of“CI hot”has become a kind of pursuit for the brand image design in China since 1980s. Responding to China's economic transformation and the urgent needs for upgrading Chinese brands, this article analyzes the different concepts of Corporate Identity and Brand Image. It focuses on the practical significance of brand image strategy for Chinese enterprises as well as professional design organizations. And framework thinking is discussed from four aspects:innovation, system, standard and cultural brand strategy for Chinese independent brands.%　　有感于中国20世纪80年代以来的“CI热”转变为“品牌形象风”，有感于相关概念的混淆，更有感于中国经济转型背景下自主品牌形象力的亟待提升，辨析了CI与品牌形象的异同，提出了品牌形象设计战略概念，探讨了设计表现向品牌形象设计战略研究转变的现实意义，在系统性、标准性、创新性及文化性品牌形象设计战略方面提出了框架性的研究思考。