课程门户-章节详情

品牌管理

陈锋

1 导论与项目1：品牌概述
- 1.1 导论
  - 1.1.1 导论微视频
  - 1.1.2 导论课件
  - 1.1.3 课程标准
  - 1.1.4 知识点微视频结构
- 1.2 任务一品牌认知
  - 1.2.1 知识点1：品牌的由来
  - 1.2.2 品牌的魅力
    - 1.2.2.1 知识点2：品牌形象差异化
    - 1.2.2.2 知识点3：客户生命周期
    - 1.2.2.3 知识点4：品牌对于消费者的意义
- 1.3 任务二品牌识别
  - 1.3.1 知识点5：品牌识别的定义
  - 1.3.2 知识点6：品牌属性六要素
  - 1.3.3 知识点7：品牌分类
2 Introduction
- 2.1 Introduction Teaching courseware
- 2.2 Course Standard
3 Project 1: Brand Overview
- 3.1 Task 1: Brand Recognition
- 3.2 Task 2: Brand Recognition Experience
4 项目2：品牌元素设计
- 4.1 任务一品牌名称设计
  - 4.1.1 品牌命名原则
    - 4.1.1.1 知识点8：市场营销层面
    - 4.1.1.2 知识点9：法律语言层面
  - 4.1.2 品牌常用命名方法
    - 4.1.2.1 知识点10：按品牌文字类型划分
    - 4.1.2.2 知识点11：按品牌名称的字意来源划分
  - 4.1.3 知识点12：品牌命名的步骤
  - 4.1.4 知识点13：品牌命名的策略
  - 4.1.5 知识点14：品牌命名注意点
- 4.2 任务二品牌标志设计
  - 4.2.1 知识点15：品牌标志的内涵及作用
  - 4.2.2 知识点16：品牌标志的设计原则
  - 4.2.3 知识点17：品牌标志的设计禁忌
5 Project 2: Brand Element Design
- 5.1 Task 1: Brand Name Design
- 5.2 Task 2: Brand Logo Design
6 项目3：品牌形象塑造
- 6.1 任务一品牌定位
  - 6.1.1 知识点18：品牌定位内涵
  - 6.1.2 知识点19：品牌定位原则
  - 6.1.3 品牌定位策略
    - 6.1.3.1 知识点20：产品定位策略
    - 6.1.3.2 知识点21：市场定位策略
    - 6.1.3.3 知识点22：竞争者定位策略
    - 6.1.3.4 知识点23：品牌识别策略
- 6.2 任务二品牌文化塑造
  - 6.2.1 知识点24：品牌文化内涵与作用
  - 6.2.2 知识点25：品牌文化塑造
  - 6.2.3 知识点26：品牌文化的功能
- 6.3 任务三品牌个性塑造
  - 6.3.1 知识点27：品牌个性概念
  - 6.3.2 知识点28：品牌个性维度
  - 6.3.3 知识点29：品牌个性因素
7 Project 3: Brand Image Building
- 7.1 Task 1: Brand Positioning
- 7.2 Task 2: Brand Culture Building
- 7.3 Task 3: Brand Personality Building
8 项目4：品牌战略
- 8.1 任务一多品牌战略
  - 8.1.1 知识点30：多品牌战略定义
  - 8.1.2 知识点31：多品牌战略作用
  - 8.1.3 知识点32：多品牌策略类别
  - 8.1.4 知识点33：“一品多牌”的运用策略
- 8.2 任务二家族品牌战略
  - 8.2.1 知识点34：家族品牌策略内涵
  - 8.2.2 知识点35：家族品牌策略的内容
  - 8.2.3 知识点36：家族品牌策略的决策选择
- 8.3 任务三品牌延伸战略
  - 8.3.1 知识点37：品牌延伸内涵
  - 8.3.2 知识点38：品牌延伸策略
  - 8.3.3 知识点39：品牌延伸优点
  - 8.3.4 知识点40：品牌延伸风险
- 8.4 任务四奢侈品品牌战略
  - 8.4.1 知识点41：奢侈品内涵
  - 8.4.2 知识点42：奢侈品的发展历史
  - 8.4.3 知识点43：奢侈品的主要特点
  - 8.4.4 知识点44：全球奢侈品牌100强
9 Project 4: Brand Strategies
- 9.1 Task 1: Multi-brand Strategy
- 9.2 Task 2: Family Brand Strategy
- 9.3 Task 3: Brand Extension Strategy
- 9.4 Task 4: Luxury Brand Strategy
10 项目5：品牌传播与扩张
- 10.1 任务一品牌传播概述
  - 10.1.1 知识点45：品牌传播定义
  - 10.1.2 知识点46：品牌传播特点
  - 10.1.3 知识点47：品牌传播意义
- 10.2 任务二品牌传播的方式
  - 10.2.1 知识点48：品牌传播的传统方式
  - 10.2.2 知识点49：品牌传播的新方式
  - 10.2.3 知识点50：品牌传播的内容
- 10.3 任务三品牌扩张概述
  - 10.3.1 知识点51：品牌扩张的定义
  - 10.3.2 知识点52：品牌扩张的原因
  - 10.3.3 知识点53：品牌扩张的价值
- 10.4 任务四品牌扩张的技巧
  - 10.4.1 知识点54：相似性技巧
  - 10.4.2 知识点55：规避技巧和联想技巧
  - 10.4.3 知识点56：操作技巧
- 10.5 任务五品牌扩张的策略
  - 10.5.1 知识点57：品牌扩张的策略
  - 10.5.2 知识点58：品牌扩张的陷阱
11 Project 5: Brand Communication and Expansion
- 11.1 Task 1: Overview of Brand Communication
- 11.2 Task 2: Methods of Brand Communication
- 11.3 Task 3: Overview of Brand Expansion
- 11.4 Task 4: Expansion Skills for Brands
- 11.5 Task 5: Expansion Strategies for Brands
12 项目6：品牌维护与危机管理
- 12.1 任务一品牌的经营维护
  - 12.1.1 知识点59：品牌经营维护的概念
  - 12.1.2 知识点60：品牌经营维护的流程
  - 12.1.3 知识点61：品牌经营维护的策略
- 12.2 任务二品牌的自我保护
  - 12.2.1 知识点62：品牌自我保护概念
  - 12.2.2 知识点63：品牌自我保护步骤
  - 12.2.3 品牌自我保护的措施
    - 12.2.3.1 知识点64：让消费者识别品牌
    - 12.2.3.2 知识点65：控制品牌机密
    - 12.2.3.3 知识点66：避免互相杀戮与品牌形象保护
  - 12.2.4 知识点67：品牌自我保护的意义
- 12.3 任务三品牌的社会维护
  - 12.3.1 知识点68：品牌的社会维护
- 12.4 任务四品牌的危机管理
  - 12.4.1 知识点69：品牌危机管理概述与预警系统
  - 12.4.2 知识点70：品牌危机公关方略
13 Project 6: Brand Maintenance and Crisis Management
- 13.1 Task 1: Brand Operating Maintenance
- 13.2 Task 2: Brand Self-protection
- 13.3 Task 3: Social Maintenance of Brands
- 13.4 Task 4: Brand Crisis Management

Task 2: Brand Logo Design

1 Teaching video
2 Teaching cou...
3 Training pro...
4 Teaching design
5 Test
6 Teaching case

【Practical training project 2】

【Mission Objectives】

Help students to design a logo for a brand in practice.

【Task content】

（1）48 students in the class, and freely divided into groups of 6.

（2）The panelists work on the brand's logo design in practice.

【Task requirements】

（1）conducted by the instructor.

（2）48 students in the class, and freely divided into groups of 6.

（3）The panelists discussed the connotation and function of brand logos, the design principles of brand logos, and the design taboos of brand logos.

（4）Based on what they have learned, the group members will design the logo of the simulated brand they have created.

（5）Each group will have one student responsible for recording and summarizing.

（6）At the end of the activity, each group was asked to select a representative to report on the discussion in class.

（7）The preparation time is 10 minutes.

【Task organization】

表2－3 Brand logo design training task organization table

Activities

Implementation

time

remark

Brand logo design training

(1)48 students in the class, and freely divided into groups of 6.

(2)The panelists discussed the connotation and function of brand logos, the design principles of brand logos, and the design taboos of brand logos

(3) Based on what they have learned, the group members will design the logo of the simulated brand they have created.

(4)Organize students to discuss the problems encountered in the process of brand logo design training.

Thirty minutes

There is one table and eight chairs in each group of classrooms

【Task evaluation】

表2－4 Brand logo design training task evaluation form

Evaluation indicators	Evaluation Criterion	score (100分)	assess grades	proportion
品牌标志设计训练Performance Situation Effects	1.Understand the connotation and function of the brand logo, the design principles of the brand logo, and the design taboos of the brand logo.	twenty		seventy%
	2.Understand that brand logo design training is prone to making mistakes.	twenty
	3.Able to flexibly use the coping strategies of brand logo design training	twenty
	4.Observe the time of the event	ten
	5.real performance	ten
	6.obvious effects	ten
	7.activities evaluation	ten
Teaching process	Attendance, attitude and enthusiasm	One hundred		thirty%
	Group composite score

assignment	Brand logo connotation	class hour	2
knowledge objective	1. Master the connotation and function of the brand logo
Ability to target	1. Be able to use the connotation of the brand logo
Teaching process design			remarks
Teaching steps and main contents	Import of cases Permanent bike logo design For the post-60s generation, the "permanent" bicycle is a household name. The "permanent card" was born at the end of 1949. In 1957, by the famous painter, master of arts and crafts Zhang Xuefu designed a household "permanent" logo, precise clever, "permanent" two Chinese characters change into the form of the bicycle, shape god, intuitive Ming, for the spread of the "permanent" brand promotion played a big role, is a classic logo design. With the change of The Times, the bicycle is becoming weaker and weaker, permanent bicycle launched a new brand "permanent C" in 2010, "C" includes China, Classic, City, City, Colorful, Cycle, Culture, many meanings, the target consumer group is positioned as free, independent, environmental protection, love life, no taboo "light passenger". Ask about the premise of the class How to design the brand logo? (Objective: To guide students to enter the brand logo design task course with questions, and grasp the relevant knowledge points and key points of teaching on the whole. Teaching methods: a combination of questioning and explanation) Related: relevant knowledge points] 1. The connotation and function of the brand logo (1) The connotation of the brand logo Brand logo refers to the part of the brand that can be identified but can not be expressed in language, that is, the use of specific modeling, patterns, text, color and other visual language to express or symbolize the image of a certain product. Brand logo is divided into logo, logo color, logo words and logo packaging, which are the basic elements of a complete brand concept. This little link BMW (BMW) in Germany The blue and white pattern in the middle of the BMW logo, representing the blue sky, the white clouds and the spinning spiral slurry, It shows BMW's long history, symbolizing the company's past leadership in aero-engine technology, and symbolizing the company's consistent purpose and goals: In the vast time and space, with advanced exquisite technology, the latest ideas, to meet the greatest wishes of customers; reflect the company vigorous momentum and changing new look. (2) the role of the brand logo The role of the brand logo is mainly manifested in the following three aspects. First, trigger the brand association of consumers, especially consumers to produce the association of the product attributes. Second, arouse the interest of consumers, so that consumers have a feeling of love. Third, help the public identify their brands.
Class summary
Summary of knowledge points	Brand logo refers to the part of the brand that can be identified but can not be expressed in language, that is, the use of specific modeling, patterns, text, color and other visual language to express or symbolize the image of a certain product. Brand logo is divided into logo, logo color, logo words and logo packaging, which are the basic elements of a complete brand concept. The role of brand logo: trigger consumers 'brand association, arouse consumers' interest, and help the public to identify the brand.
Think after class
Use the connotation of the brand logo
Teaching reflection of this course (classroom design concept, actual teaching effect and improvement idea)

assignment		Brand logo design	class hour	2
knowledge objective		1. Familiar with the design principles of the brand logo 2. Master the design taboos of the brand logo
Ability to target		1. Able to use the knowledge learned to design the brand logo
Teaching process design				remarks
Teaching steps and main contents		2. Design principles of the brand logo (A) Simple and clear (2) Accurate expression (3) The design is of aesthetic feeling (4) Applicability and expansion (5) Pay attention to strategy Question on the topic What are the design principles of the brand logo? Included in the usual results 3. Design taboo of the brand logo (1) Prevent similarity (2) Size correction (3) Correction of the illusion (4) Taboo is made by various countries Ask questions in class What are the design taboos of the brand logo? Included in the usual results 〖 training battalion 〗 [training mission] Brand and logo design training [task object] Help students to brand the logo design in practice. [task definition] (1) The whole class of 48 people, free groups, forming 6 groups. (2) Team members shall design the logo of the brand in practice. [mission requirements] (1) The training is hosted by the teacher. (2) The whole class of 48 people, free groups, forming 6 groups. (3) The team members discuss the connotation and function of brand logo, the design principles of brand logo and the design taboos of brand logo (4) Team members design the logo of the simulated brand according to the knowledge. (5) Arrange one student for each group to record and summarize it. (6) After the activity, each group is required to select a representative to report on the discussion experience in class. (7) The preparation time is 10 minutes.
Class summary
Summary of knowledge points	Design taboo of brand logo: prevent similarity, size correction, illusion correction, taboo of all countries.
Think after class
1. Understand the design principles and design taboos of the brand logo. 2. Combined with the reality, can understand the brand logo design training is easy to make mistakes, can flexibly use the brand logo design training coping strategies.
Teaching reflection of this course (classroom design concept, actual teaching effect and improvement idea)

IBM logo design

Paul Rand designed the IBM blue logo in 1956 in a typically rare 1930s printer typeface, a geometric, rectilinear, serif-heavy font that steadfastly and calmly conveyed the consumer trust and unshakable power IBM wanted to project.

In 1972, Paul. Rand made the last major update to the logo, the striped logo we see today, with three capital letters, each made up of eight parallel blue bars, used to represent "speed and vitality."

BMW logo design

BMW (BMW) Germany

The blue and white pattern in the middle of the BMW logo represents the blue sky, white clouds and spinning propellers,

A metaphor for BMW's long history, a symbol of the company's leading position in aero engine technology in the past, and a symbol of the company's consistent aims and objectives:

In the vast space and time, with advanced exquisite technology, the latest concept, to meet the greatest desire of customers; Reflect the company's vigorous upward momentum and changing new look.

Volkswagen logo design

•

Volkswagen VW

• Volkswagen AG is the largest and youngest automotive company in Germany, headquartered in Voorsburg. In German, Volks Wagen werk means a car used by the public, and VW is the first letter in the logo.

• The logo is made up of three "V" made with the middle and index fingers, indicating that the Volkswagen company and its products will win - win - win.

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