品牌形象塑造的理论演进与未来趋势

【摘要】本文全面梳理了品牌形象塑造的发展节点，深入分析了品牌形象评估的演变及趋势。研究发现，品牌形象的定义逐渐向消费者视角倾斜，消费者角色由被动接受者转变为价值共创的参与者。揭示了在塑造品牌形象过程中关键要素的维度跃迁性变化的可能，为品牌形象的动态管理提供了新的视角。

【关键词】品牌形象塑造；理论演进；趋势

【DOI编码】10.3969/j.issn.1674-4977.2024.06.026

Theoretical Evolution and Future Trends of Brand Image Shaping

LI Sanshuai， HUANG Lihua， SUN Xiaoqiang*

（Yunnan University of Finance and Economics， Kunming 650221， China）

Abstract： This article comprehensively reviews the development nodes of brand image shaping， and deeply analyzes the evolution and trends of brand image evaluation. Research has found that the definition of brand image is gradually shifting towards a consumer perspective， with consumer roles shifting from passive recipients to participants in value co creation. This article also reveals the possibility of dimensional transitions in key elements in shaping brand image， providing a new perspective for dynamic management of brand image.

Keywords： brand image shaping； theoretical evolution； trend

0引言

在市场竞争加剧和消费者需求多样化的背景下，品牌形象已成为品牌营销的关键要素。（剩余5538字）