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品牌战略在我国已有二十余年发展历程,我国企业在实施品牌战略的路途上,走过不少误区,也留下了惨痛的教训。在众多品牌形象塑造的缺失中,不了解或不重视品牌环境识别在品牌文化推广中的重要性是其中的主要原因之一。文章通过两个企业在经营过程中对环境识别的不同认识及所产生的品牌文化传播效果,分析了环境识别对企业的经营发展及品牌形象塑造所起的重要作用,并从人的感官出发,提出了环境识别系统建立的新思路。
Brand strategy in our country has more than 20 years of development history, Chinese enterprises in the implementation of the brand strategy on the road, gone through a lot of errors, but also left a painful lesson. In the absence of many brand image, it is one of the main reasons for not understanding or emphasizing the importance of brand environment identification in promoting brand culture. Through the different cognition of environmental identification and the effect of brand culture communication produced by the two enterprises in operation, the article analyzes the important role that environmental identification plays in the operation and development of the enterprise and the shaping of brand image. From the perspective of human senses, Proposed a new idea of establishing environmental recognition system.