品牌形象的塑造
随着社会的发展，企业对于品牌形象的意识日益增强。越来越多的企业投入越来越多的资金在品牌上，树立一个良好的品牌形象渐渐成为影响消费者购买产品的重要因素之一。企业的品牌形象塑造也渐渐成为企业的经营手段之一，也是在商品类似的情况下，影响消费者选择的重要因素。
1.品牌形象的含义
利维认为，品牌形象是存在于人们心理的关于品牌的各要素的图像及概念的集合体，主要是品牌知识及人们对品牌的主要态度。
罗诺兹和刚特曼从品牌策略的角度提出，“品牌形象是在竞争中的一种产品或服务差异化的含义的联想的集合”。他们还列举了品牌形象操作的策略性途径：产品认知、情感或印象，信任度、态度、形象个性等。
斯兹提出，品牌应像人一样具有个性形象，这个个性形象不是单独由品牌产品的实质性内容确定的，还应该包括其他一些内容……至此，对品牌形象的认识进入到品牌的个性层次。
帕克等人提出，“品牌形象产生于营销者对品牌管理的理念中，品牌形象是一种品牌管理的方法”。他们认为任何产品或服务都在理论上都可以用功能的、符号的或经验的要素来表达形象。
亚克在1991年又把品牌形象与品牌的资产与负债联系起来，他认为通过符号，名称可以附加或减除。
总而言之，品牌形象是一个综合性的概念，受主观感受及客观因素等影响，在心理上形成一个联想性的集合体。
2.品牌形象塑造的含义
企业形象塑造的内容可以归纳为形象主体、形象客体、形象延伸三个部分，对以上三个部分进行设计的过程就构成了企业形象塑造的整体。
品牌形象的塑造，是当代消费观念变化的客观趋势。有一定品牌形象的产品和普通产品不同，它更多地带有自身的文化色彩。它既把物质文化化，又把精神物质化。随着现代人们消费水平的提高，人们开始对提出对产品更高的要求，以满足人们的要求。“形象认同”是现代消费者选择商品时的一个潜在的心理标准。
3.形象塑造的途径分析
（1）品牌的定位
品牌的定位是定位品牌的方向，风格，以及消费人群，只有定位恰当才能对准消费人群设计出符合消费人群口味、针对性比较强的品牌形象设计，这样才能更好地为企业宣传，销售出更多的产品。品牌定位过高、过低、模糊或者中途会影响和危害品牌的形象。
举个例子：雀巢咖啡。雀巢咖啡是世界最大的食品公司，也是瑞士最大的企业，它的英文是“Nestle”，Nestle这个词有舒适而温暖地安定下来，依偎的意思，雀巢的图案作为logo会使人想到待哺乳的婴儿，慈爱的母亲和健康的雀巢。雀巢的名称和logo完美的结合起来，跟普通的同类型产品比，体现出与众不同，显示出很大的个性。雀巢的品牌定位完全符合品牌定位的基本要求，充分体现出具体的功能定位和情感定位。功能定位是突出商品的价值，强调它与同类型产品的不同之处及优越性，给消费者带来的超值利益。情感定位是突出产品的象征意义，让消费者有共鸣之处。雀巢咖啡树立了良好的品牌形象。
（2）优化品牌形象设计
品牌形象设计是为了赢得顾客的信赖，增强竞争优势。对品牌名称、logo、包装等进行设计，突出品牌个性、提高品牌知名度的有效途径，是塑造品牌形象的重要步骤。不仅要对品牌识别系统进行精心策划和设计，还要使各个要素之间协调搭配，形成完整的品牌识别系统，产生最好的设计效果。
举个例子：美国柯达公司。它是世界上最大的摄影器材公司，在logo的设计上，突出首写字母“K”，采用黄底红字，形成强烈的对比，产生视觉传播。logo突出一个“K”字，以文字为原型做的，醒目、强烈而且单纯，有强烈的个性。同时给人向上，前进的暗示，起到激励消费者的作用。就是这样一个个性强烈的logo设计给柯达公司品牌树立了良好的形象。
（3）产品的视觉形象
产品的视觉形象不同于产品的价格特性值在购买的时候对消费者的心理产生影响，它与产品的性能、品质、服务等在消费者长期的使用中一并对消费者产生影响，也就是说产品的视觉形象传达品牌形象是潜移默化的。通过产品的视觉形象来传达品牌形象。因为在消费者购买产品的那一瞬间，产品的外观视觉形象所带来的冲击是快速而且强烈的。以这种方式成功地将品牌树立在消费者的面前，从而构建其品牌形象。例如诺基亚，苹果，索尼爱立信，夏普等知名品牌。都是由产品视觉形象来打造品牌形象的。
Time To Revamp Your Visual Identity? - Branding
Look at your company logo. Does it fade into the background against other images you use to promote your company? Has it become dated? Does it still fit with your company vision? Is your message connecting with the customers you want?
Your visual identity is a vital tool in communicating the essence of your business. Before someone even buys a product or service from you, they formulate ideas about the business based on your logo and visual design. Having an identity which works can positively change how your customers perceive your business and put more money in your pocket. Don't believe me? Think Nike, Apple, Coke, Rolex?the list goes on.
How do you make your visual identity come alive and attract customers to your business?
What is your message?
Businesses change and develop over time, so the message you need to communicate will change too. The first step is to decide what you want to communicate about the changes in your business - maybe the company is more modern in its approach to customers. You can use a new visual identity to communicate this. This can be achieved by a revamp of your logo, design and messaging or a completely new approach to all elements of your identity. Consistency is key when building a brand so when you revamp or change the design of your visual identity you must patiently and continually communicate the changes.
Who are you talking to?
You need to be aware of who your customer base is and if they understand and connect with the current visual identity of the company. Has your audience changed significantly over time? Maybe the current design worked for customers 20 years ago but leaves the new audience cold. Work out who you want to communicate with and what they will respond to. How do you make it last a lifetime?
If you are going to develop a new design then it needs to stand the test of time. You should work with a good designer, who knows current trends and how to avoid anything ultra fashionable that will look dated in a year. A good design should last 20 years and should be solid enough to take slight adaptations or modernisations during this time.
How do you keep your brand intact?
Building a brand takes a long time and needs consistency, repetition and giving customers the service they expect time and time again. You don't want to alienate your existing customer base by a radical design change that they can't relate to. If you want a change, consider using elements already in place such as one main colour or image, think about the changes companies like Pepsi and Coke have made over time. A company with a strong logo and visual identity is taking the first step in building an established and profitable brand.
What you ultimately want to achieve is an identity which can evolve over time without noticeable change allowing you to maintain your core identity.
