誠然,一種商品不足以構(gòu)成一個商業(yè)品牌,但是一個商業(yè)品牌卻至少包含著一個或一類商品與服務(wù),有時更是體現(xiàn)出一對多的復(fù)合關(guān)系。除了邊際效用(Marginal Utility),品牌還具有一種綜合效用(Synthesize Utility):在社會層面體現(xiàn)出人文效用;在經(jīng)濟(jì)層面體現(xiàn)出商業(yè)效用;在目標(biāo)群體層面體現(xiàn)出族群效用,呈現(xiàn)出一種可輻射的延伸趨勢,可在組群間相互作用;在消費者個人層面體現(xiàn)出微觀的個體效用。

      在社會層面的品牌文化是一個包含著廣告文化的范疇,具有相對獨立的人文價值與意義,并且易于形成一種獨特的人文形式。隨著各種廣告的不斷傳播,使商業(yè)品牌具有越來越多的文化內(nèi)涵,同時也具備了形成獨立的人文形式的條件:一些反映著品牌理念的口號傳遞著商品信息的廣告語等成了社會流行語言,并且被大眾廣為接受和持續(xù)傳播;關(guān)于商業(yè)品牌的創(chuàng)意、廣告的設(shè)計與制作等越來越成熟,在促進(jìn)商品和服務(wù)銷售的同時,也具有高度的藝術(shù)觀賞性,并且成為一種獨具特色的文娛方式;同時,品牌和廣告還促進(jìn)了社會中某些重要的文化現(xiàn)象,如流行文化、品牌文化、廣告文化的相互促動與影響。 

        所以說,我們應(yīng)該把品牌標(biāo)識設(shè)計獨立為一種社會人文形式。

        值得強(qiáng)調(diào)的是,在商業(yè)社會中的品牌文化是以商業(yè)目的為基準(zhǔn)的商業(yè)建立與傳播手段,而不是為了文化而文化的一種形式。

     It is true that a commodity is not enough to constitute a commercial brand, but a commercial brand contains at least one or a kind of goods and services, and sometimes reflects a one to many composite relationship. In addition to marginal utility, brand also has a kind of comprehensive utility: Humanistic utility at the social level; commercial utility at the economic level; ethnic utility at the target group level, showing a radiative extension trend, which can interact among groups; and micro individual utility at the consumer individual level.

      At the social level, brand culture is a category containing advertising culture, which has relatively independent humanistic value and significance, and is easy to form a unique humanistic form. With the continuous spread of various advertisements, commercial brands have more and more cultural connotations, but also have the conditions to form an independent humanistic form: some slogans reflecting the brand concept, advertising slogans conveying commodity information, etc. have become popular social languages, and have been widely accepted and continuously disseminated by the public; The creativity of commercial brands and the design and production of advertisements are becoming more and more mature. While promoting the sales of goods and services, they also have a high degree of artistic appreciation and become a unique way of entertainment. At the same time, brands and advertisements also promote some important cultural phenomena in society, such as the mutual promotion and influence of popular culture, brand culture and advertising culture.

      Therefore, we should take the brand logo design as an independent form of social humanities.

      It is worth emphasizing that brand culture in the commercial society is a means of commercial establishment and communication based on commercial purpose, rather than a form of culture for the sake of culture.