要点速览： · 2025年游戏行业内容爆炸，注意力争夺激烈。此时仅靠创新不够，品牌辨识度才是游戏从市场中突围的核心要 素，其重要性超越单纯的产品层面。 · 游戏品牌并非附加元素，而是体验的核心，是为了打造沉浸感与情感认同。强大的品牌战略能构建连贯统一的 游戏宇宙，支撑续作、衍生作品及文化拓展，让单款游戏蜕变为文化力量，实现长期商业价值。 · 游戏命名与logo是品牌打造首要节点：命名是玩家接触游戏的首个触点，需贴合世界观、独特易记且能激发好 奇心，优秀命名还可作为IP拓展蓝图；logo则是品牌首个视觉符号，能精准传递世界观与基调。 · 保持品牌一致性是优秀游戏品牌的关键，从发布前预热到上线后运营，每个环节都需贴合核心游戏宇宙。 · 游戏品牌的长线运营，核心是围绕玩家体验与情感认同持续输出价值。 · 顶级游戏品牌还会突破游戏本身的边界，通过电竞、影视、周边联名等方式构建跨维度生态宇宙，成为渗透日 常生活的文化符号。 游戏行业的竞争从未如此激烈。根据《2025年电子游戏行业现状》报告，Steam平台2024年月均上线游戏数 量，几乎与2014年全年持平——内容爆炸式增长的趋势一目了然。 然而，80%的新游戏甚至连 ...

Core Viewpoint - The article emphasizes the importance of both brand strategy and brand management, highlighting two main approaches: memory technique and guidance technique in brand management [5][34]. Brand Essence - The essence of a brand is defined as the consensus formed by what the company does, says, what customers see, and what they think [7]. - Brand marketing is a complex discipline that includes various fields such as marketing, communication, sociology, psychology, anthropology, economics, linguistics, design, management, and data science [7]. Brand Management: Memory Technique - Advertising plays a crucial role in enhancing two types of recognition: commercial concept recognition and product visual recognition [10]. - The benefits of memory technique include brand recognition, brand-level purchase reasons, and proof of brand premium [12]. - Brand associations are increasingly important, with brands focusing on key terms that customers associate with them, moving away from reliance on single advertising slogans [13]. Brand Management: Guidance Technique - The guidance technique is essential for addressing issues like channel aging, declining traffic, and customer experience management [27]. - The value of guidance technique lies in matching people, products, and places, optimizing product efficiency, channel efficiency, and customer transaction efficiency [28]. - Internet brands excel in guidance techniques, utilizing concepts like customer acquisition cost and net promoter score to enhance customer engagement [29]. Summary - The article outlines two main approaches to brand management: memory technique, which focuses on external marketing funnels, and guidance technique, which emphasizes a closed-loop management system centered on the customer lifecycle [34]. - In the context of declining channels and traffic, brands may need to shift resources towards guidance techniques [35].