品牌战略下校园文创的策略与设计原则
Strategies and Design Principles of Campus Cultural Creations under Branding Strategy

品牌战略是校园实现品牌建设和市场竞争的重要依托，通过品牌建设，可以让校园文创产品具有更强的文化内涵和情感价值，从而提升产品的溢价能力。品牌战略不仅影响校园文创设计的定位，还可以加强校园文创设计的系统化，以及增强其品牌联想。品牌战略下的品牌策略对校园文创设计具有指导作用，设计原则对其具有规范作用，校园文创品牌策略包含校园文创品牌定位策略、品牌形象策略、品牌传播策略，设计原则包含差异化设计、情感化设计、一致性设计原则。
Branding strategy is an important basis for campus to realize brand building and market competetion, through brand building, it can make campus cultural and creative products have stronger cultural connotation and emotional value, so as to enhance the premium ability of the products. Brand strategy not only affects the positioning of campus creative design, but also strengthens the systematization of campus creative design as well as enhances its brand association. Brand strategy under brand strategy has a guiding effect on campus creative design, and design principles have a standardizing effect on it. Campus creative brand strategy includes campus creative brand positioning strategy, brand image strategy, brand communication strategy, and design principles include differentiated design, emotional design, and consistency design principles.