品牌形象傳達之整合設計策略發展研究

Abstract

品牌是一種需要不斷傳達的訊息，必須一致化與長期累積，不斷的重複傳達才能強化形象，過往企業委外由顧問公司協助管理品牌、確保品牌核心價值的呈現，現今更多的整合性任務落於企業體本身，如何正確落實一致性品牌形象與一致性訊息的行銷溝通是本研究探討的課題。因此本研究針對「品牌形象傳達之整合設計策略」議題進行探討，透過文獻探討以及深度訪談法，以歸納品牌形象傳達整合設計策略發展初期模式為研究目的。 研究結果發現 - 1.品牌建立的識別標準以及品牌資產是品牌生命週期各個階段的行銷溝通規劃都必須整合考量，有助於強化品牌知名度、維持品牌形象一致性，同時協助識別發訊者，而品牌核心定位是策略最高不變指導原則。2. 創意策略單扮演維持一致性訊息、形象、創意以及各創意執行活動溝通的角色，是傳播策略中與創意有關的項目簡化的結果。策略單內容撰寫著重討論、詳列需求與保持彈性，須靈活運用並於執行過程中管制與及時調整，執行者可針對各自設計專業，加入訊息表現與執行相關事項協助自己或團隊之間的溝通。3. IMC傳播內容整合綜合歸納為(1)訊息主題整合：所有溝通工具所傳達的訊息、主題須整合一致(2)口徑一致：所有內容都相同，共享單一主題、形象、定位、訊息(3)共同的溝通符號：一個icon或slogan或symbol環繞(4)系列稿概念：同一主題、同一風格，但有不同的創意表現手法(5)共同創意元素：不同對象的傳播內容必須有共同的創意元素，避免訊息混淆，電視廣告擁有最完整的溝通內容(6)主視覺一致。雖然重複是提高記憶度不變原則，但仍需在預算、溝通年齡層、使用區域、媒體特性全盤考量下進行策略選擇與適當的調整。

Brand image is created by consumer’s experience accumulation with brand exposure, and it must be consistent with long-term accumulation. Integrated marketing communication can create consistent brand image and message, and strengthen the image with ongoing communication. To ensure the core values of the brand, enterprises adopt outsourcing strategy to let consulting firm help manage brand before. But more integrated tasks will belong to enterprises itself at present. The subject of this research is to investigate how to implement the consistency of brand image and message of marketing communication correctly. In addition, this research will conduct literature survey and depth interviews to investigate the agenda-“Integrated design strategy of brand image communication”. The purpose of this research is to summarize the development model about brand image communication with integrated design strategies in early stage. The research results indicate following items: 1. It needs to consider brand identification standards and marketing communication with accumulated image of the association assets and for all stages of brand life cycle about marketing communications planning. And it can help to strengthen the brand awareness and create consistent and unique brand associations, as well as to maintain the brand image consistency at the same time and assist to identify the sender. Brand positioning is the highest priority of strategic planning. 2. To simplify the results for the creative Brief items in communication strategy, creative Strategies will only to maintain consistency of message, image and role of creative communication. Strategy is only focuses on detailing the needs and to maintain flexibility. In implementation process, it needs to be under management and adjustment in time. Follow-up executors can add the manifestation or the performance of the relevant summary about implementation for each professional design domain to assist communicate between team.

3. The synergy of IMC implementation can be summarized as below: (1) The delivered message and theme should be integrated and consistent. (2) Consistent voice: All content should be consistent, and share a single theme, image, positioning and message. (3) Common communication symbols: IMC needs to have an icon, slogan or symbol to support it. (4) The concept of series drafts: Consistent theme, style, but there are different creative techniques of expression. (5) Co-creative elements: It needs to have common creative elements in delivered content for different audience to avoid message confusion. And Television advertising has the most complete communication content. (6) Consistent main visual: Although repetition is the constant principle to improve the memory, but it still needs to conduct strategy analysis and application comprehensively by budget, communication age, usage area, and media features.