高價鍋物品牌形象設計之研究 以王品集團-旬嚐精緻鍋物為例

在當今競爭激烈的餐飲市場中，消費者除了口味上的要求之外，整體消費體驗也逐漸受到重視，它可以超越價格和美味，包括了對食材或服務的感知、情感反應以及與消費者個人價值觀和生活方式的契合程度。因此建立一個品牌的品牌價值與形象至關重要，而本研究的動機與目的也奠基於此。藉由樣品的分析探討，描述建構品牌的過程及輪廓，提供後續的研究基礎。高價餐飲品牌將自己定位為一個追求卓越的生活方式的象徵，吸引著那些追求品味、品質和獨特體驗的顧客。其中如何將其具有「高級感」的概念透過圖像、影像轉化為價值感，並使消費者認同，增強對品牌的信任和忠誠度。以研究者任職於王品餐飲集團期間，參與建置的高價位鍋物品牌「旬嚐—精緻鍋物」為例，從內部執行角度對該品牌所傳達的價值觀、文化、形象與消費者之間的情感連結做探討。確定競爭優勢和核心價值觀，因此整體視覺識別系統，包含品牌標誌、標誌配色、字型設計等元素品牌定位與高價位目標客戶群體的需求和價值觀相符，最終確保各視覺元素的一致性，例如色彩、圖像、食物造型攝影風格、標誌應用等，並通過情感表達、故事講述結合圖像表達等方式，來研究跟消費者間的共鳴，進而得出：1.品牌特色、識別度與核心概念。2.建立與消費者的情感連結，傳遞品牌理念。3.品牌理念結合輔助行銷物之表現等結果，辯證了一家具規模且專業的企業，建置品牌之歷程。

In today's fiercely competitive restaurant market, consumers not only demand taste but also increasingly value the overall dining experience, which can transcend price and flavor. This experience encompasses perceptions of ingredients or services, emotional responses, and alignment with consumers' personal values and lifestyles. Therefore, establishing a brand's brand value and image is crucial, forming the foundation of this study. Through sample analysis, the process and outline of brand construction are described, providing a basis for subsequent research.
High-end dining brands position themselves as symbols of an aspirational lifestyle, attracting customers who seek taste, quality, and unique experiences. This study aims to explore how the concept of 'luxury' is translated into a sense of value through imagery, resonating with consumers, enhancing trust, and loyalty to the brand. Taking the example of 'HsunChang - Exquisite Hot Pot,' a high-end hot pot brand established during the researcher's tenure at the Wang Pin Restaurant Group, this study examines the values, culture, image, and emotional connections conveyed by the brand from an internal execution perspective.
Competitive advantages and core values are identified, and the overall visual identity system, including elements such as brand logo, color scheme, and font design, align with the needs and values of the high-end target customer group. Consistency across visual elements, such as color, imagery, food styling photography, and logo application, is ensured. Through emotional expression, storytelling, and image-based communication, resonance with consumers is studied. The study yields results concerning brand characteristics, identity, and core concepts, as well as the establishment of emotional connections with consumers and the transmission of brand philosophy.

The conclusions of the study are as follows:
1.Brand characteristics, recognition, and core concepts.
2.Establishing emotional connections with consumers to convey brand philosophy.
3.Integration of brand philosophy with the performance of auxiliary marketing materials.
These conclusions dialectically discuss the process of brand building for a large and professional enterprise.
Keywords: high-end; visual communication; brand value; content analysis method; Wowprime Corp.