诚然,一种商品不足以构成一个商业品牌,但是一个商业品牌却至少包含着一个或一类商品与服务,有时更是体现出一对多的复合关系。除了边际效用(Marginal Utility),品牌还具有一种综合效用(Synthesize Utility):在社会层面体现出人文效用;在经济层面体现出商业效用;在目标群体层面体现出族群效用,呈现出一种可辐射的延伸趋势,可在组群间相互作用;在消费者个人层面体现出微观的个体效用。

      在社会层面的品牌文化是一个包含着广告文化的范畴,具有相对独立的人文价值与意义,并且易于形成一种独特的人文形式。随着各种广告的不断传播,使商业品牌具有越来越多的文化内涵,同时也具备了形成独立的人文形式的条件:一些反映着品牌理念的口号传递着商品信息的广告语等成了社会流行语言,并且被大众广为接受和持续传播;关于商业品牌的创意、广告的设计与制作等越来越成熟,在促进商品和服务销售的同时,也具有高度的艺术观赏性,并且成为一种独具特色的文娱方式;同时,品牌和广告还促进了社会中某些重要的文化现象,如流行文化、品牌文化、广告文化的相互促动与影响。 

        所以说,我们应该把品牌标识设计独立为一种社会人文形式。

        值得强调的是,在商业社会中的品牌文化是以商业目的为基准的商业建立与传播手段,而不是为了文化而文化的一种形式。

     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.