文献类型：期刊文献

中文题名：论“中国广告与品牌大会暨中国广告年度大奖”赛事品牌形象塑造与设计

英文题名：Discussing about China Advertising & Brand Conference Brand Image Building and Designing

作者：杨明刚[1,2];李中燕[3]

机构：[1]华东理工大学艺术设计与传媒学院传媒系;[2]华东理工大学广告与品牌文化研究所;[3]华东理工大学艺术设计与传媒学院

年份：2015

卷号：0

期号：3

起止页码：128

中文期刊名：中国广告

外文期刊名：China Advertising

基金：华东理工大学教育教学改革立项建设项目(批准号:校教2014-18号);华东理工大学网络教育研究项目(批准号:WJY2014002)研究成果之一

语种：中文

中文关键词：中国广告年度大奖;赛事品牌形象;塑造与设计

外文关键词：China Advertising Annual Awards; Brand Image of Advertising Competitions; Building and Design

摘要：本文以"中国广告与品牌大会暨年度大奖"赛事品牌塑造与设计个案作为实证研究,研究认为,该赛事品牌塑造的成功之道与传播策略主要有:一是提炼鲜明的赛事品牌个性识别;二是设计独特的赛事品牌视觉要素,包括独具魅力的基础要素和应用要素;三是整合有效的赛事品牌传播策略。以期为中国广告赛事品牌形象理论研究的深入以及实践的展开提供理论上的借鉴和支持。
The author using the ＂China Advertising Annual Awards＂, which the author participate in, as the empirical study. The research think that the mainly successful reason of ＂Chine Advertising Annual Awarding Ceremony ＂ is that= First, Refining the distinct competition brand personality recognition,. Second, the unique design of the competition brand visual elements, which includes designing the unusual basic elements and the unique applicatad elements. The last is integrating the effective competition brand communication strategy. Expect that the paper will provide a theoretical reference and support to the in-depth theoretical study and practice of Chinese advertising Competitions brand image.