广告与品牌文化研究所 Institute of Advertising and Brand Culture < 返回上级

发布日期:2017-12-08


大力培育品牌的气质,推动上海品牌从文化认同向精神认同升级;提升品牌战略的定位高度,推动从单纯的市场定 位向多元的经济安全定位升级;增强品牌资产的实用性, 推动品牌价值从荣誉评价向资本交易升级;创新品牌国际化战略,推动从产品、品牌走出去向国际品牌并购升级等 热点问题进行深入的研究。为上海对品牌战略顶层设计、产业发展的国际布局、企业转型升级战略的选择提供智库支撑。围绕上海科创中心建设和产业转型升级的发展需求,从区域特色与城市品牌两个维度,布局研究方向和近 期重点研究领域,研究所形成两个领域的研究内容: 城市品牌。着力研究产业转型背景下的品牌设计(制造 业、服务业、设计业等),旨在推进制造业、服务业品牌建设,提升上海品质、打造“品牌之都”、“设计之 都”。 区域特色。着力研究海派艺术品数字化展示,着力打造海派文化创意新形象、新亮点。


The institute vigorously cultivate the brand's tempera- ment and promote the promotion of Shanghai brand from cultural identity to spiritual identity; Promote the positioning height of brand strategy and promote the promotion from pure market positioning to multiple economic security positioning; Enhance the practi- cability of brand equity, promote brand value from honor evaluation to capital transaction upgrade; Innovation brand internationalization strategy, promote from the product, brand to the international brand m&a upgrade and other hot issues to carry on in-depth research. It provides a think tank for the design of the top level design of brand strategy, the interna- tional layout of the industrial development and the choice of the enterprise transformation and upgrading strategy.

Based on the development needs of the construction and industrial transformation and upgrading of the Shanghai science and innovation center, from the two dimensions of regional characteristics and urban brand, the layout research direction and the recent key research fields.

The research contents of the two fields are formed:

City brands. Focus on industry transformation under the background of brand design, manufacturing, services, design, etc.), aimed at promoting the construction of manufacturing, services brand, improve the quality of Shanghai, the building of "brand", "design it all". Regional features. We will focus on the digital display of sea art works, and focus on creating new images and highlights of the cultural creativity of the sea.

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