快时尚品牌Zara的数字品牌识别。案例研究

G. Tőkés
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引用次数: 1

摘要

摘要本文研究了快时尚品牌Zara的数字品牌识别结构和一致性。这项研究是基于Zara的品牌页面、Zara的所有者Inditex的网站和Zara的Instagram页面的内容分析。Zara的数字品牌识别分析分为两部分:一方面,考察品牌网站和Instagram页面的传播方面,验证数字品牌体验的条件;另一方面,考虑三个数字平台上品牌识别的结构和一致性。在品牌识别元素中,使命、价值观、个性和报价在三个数字平台上都有,而能力元素大多没有。这种差距让人质疑品牌形象的可信度,这反过来又让Zara难以成为一个强大的品牌。事实证明,Zara的数字品牌标识对顾客是一致的,但对员工和其他利益相关者是不完整的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Digital Brand Identity of Fast-Fashion Brand Zara. A Case Study
Abstract The research presented in this paper examined the structure and consistency of the digital brand identity of the fast-fashion brand Zara. The research was based on the content analysis of Zara’s brand page, the website of Zara’s owner Inditex, and Zara’s Instagram page. The analysis of Zara’s digital brand identity was divided into two parts: on the one hand, the communicative aspects of the brand site and the Instagram page were examined to verify the conditions of the digital brand experience, and, on the other hand, the structure and consistency of the brand identity on all three digital platforms were considered. Among the brand identity elements, mission, values, personality, and offers were present on all three digital platforms, while the competence element was mostly absent. This gap calls into question the credibility of the brand identity, which in turn makes it difficult for Zara to become a strong brand. Zara’s digital brand identity has proven to be consistent towards customers but incomplete towards employees and other stakeholders.
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