| 摘要: |
| 以服装吊牌在服装品牌战略及其营销策略中产生的影响为启示，分析了服装吊牌的视觉形态构成，论述了服装吊牌之于品牌的识别意义是通过材质类型、形式结构和图文信息等视觉途径来完成的。在此基础上，提出其外延价值则由功能表述、视觉记忆与心理认同3 种营销策略来实现。这些分析,将有助于服装品牌战略的制定和高质量服装品牌形象的塑造。 |
| 关键词: 服装吊牌 品牌识别 外延价值 |
| DOI： |
| 分类号:TB482 |
| 基金项目: |
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| Research on the Garment Tag on Brand of Recognition Significance and Extension Value |
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ZHANG Yu-dong
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Jiangxi Normal University，Nanchang 330022，China
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| Abstract: |
| By the enlightenment of its influence on the brand and the company's marketing strategy, it analyzed the vision form of the garment tag, and argued that the identification meaning of the garment tag to a special brand lies in following aspects such as the material the tag made by, the tag shape (graphic or 3D), and text plus image information. Base on this, it pointed out three marketing strategies, they implement the extension value of a garment tag by function description, visual memory, and psychological identification. These analysis will be conducive to make brand marketing strategy and establish a high-quality apparel brand image. |
| Key words: garment tag brand recognition extension value |
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