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Phone：13826155806(Mr.CAI)
Tel：020-38492935
Fax：020-38492935
Fax：xb020@vip.qq.com
MSN ：gzxb020@hotmail.com
QQ：
Article
| CI in the brand planning, the importance of design |
| Source：xb020.com Release：xb020 |
| Creating brand value is the fundamental task of CI, it will in the Chinese enterprises to emerge and what kind of model to do this task CI eighties into China, nineties to help domestic enterprises take off, people think she is a mystery, here, let us look at what is in the end CI Japanese companies say that CI is a way, the Chinese enterprises are said CI is a strategy, I said, CI is a business strategy first. Pard Rand United States teach the famous theory of the three pillars of CI, namely: the individual enterprise image, corporate image, corporate identity design to divide CI system. They are representative of MI, BI, VI. For example: a country, MI as if the country's constitution, to determine the nature of the state; BI is the country's laws, regulations, codes of conduct of citizens, while the VI is the national flag, national emblem. On a personal image, a person's temperament, personality is an individual image; behavior, training is an individual impression, hair dress is the individual identification. Design for the operation, in addition to other professional performances, the overall image of the movie Road features BI design, professional ethics, norms of public behavior is BI, and VI form package is communicated. Varied in appearance package today, people's individual star image, the individual impression of more demanding ... ... IBM second-generation owner of that as an entrepreneur, to their own position is: To have excellent management principles; to be able to format Article trustworthy; the same time can change at any time the courage of these tenets. This is his MI, BI design. Similarly, enterprises need a business strategy: Enterprise nature, functions MI, corporate codes of conduct is BI, its logo, advertising and other parts of the visual delivery system Wei VI. We now talk about the CI is always linked with the business, because businesses need business strategy. Enterprises to produce products, from raw materials to market, improve product quality alone is not enough. Surplus of goods in today's society, consumers themselves from the pursuit of material value, a gradual transition to the importance and meaning of their own and the pursuit of information value, not the role of the value of the product itself, but the added value that people the value generated by the relative desire. Enterprises to solve their own survival value, we should also realize social value. Necessary through the whole identification system designed to enhance corporate value to satisfy consumer demand. This information should be disseminated through the media. CI is the business strategy to improve this information, therefore, CI or business strategies and the dissemination of culture, a common product With the changing world economic situation and economic center of gravity of the constant shift from Soviet hegemony to the rise of the Japanese economy, to the multi-polar world power, global economic integration process, CI is sweeping Europe and America, swept through Japan, China also registered the land ... ... the United States, the United States, CI, Japan Japan, CI, China also has its own CI, CI design of each country has its own characteristics. At different times, CI in these countries have experienced a rise and decline, in various countries have different trend In Europe, is the birthplace of CI. The first is a German electrical company AEG, then 30 years, the British Government please Aide Wa • Qiongsi Dun and other famous designers a unified image of the metro transport system designed to enhance the public's impression But the real businesses into the CI to determine its importance, and comes as the United States. 50-70 years after the Second World War, European economic recovery urgently, the United States has ushered in an unprecedented economic development, good environment. American sociologists in the late 50's made "post-industrial society" concept, the Government has realized that industrial society to a "knowledge is capital" of the information society changes. International Business Machines Corporation, abbreviated IBM, has been considered in the early success into a model of CI. It inspired many U.S. companies start to import the advanced CI, such as the Mobile (Mobil) Oil Company, Westinghouse Electric, etc., 1970, Coca-Cola innovation around the world, after Coca-Cola logo, the famous 3M, major airlines, banks , chain stores, such as the famous Chrysler automobile company ... ..., many enterprises have joined the ranks into CI. It is worth noting that the United States had to know, in the information society, the wealth Goucheng terms, the proportion of knowledge as an intangible asset will become increasingly large share. The world famous Nike, for example, in many manufacturers sell their own products when running around, it does not of itself a production plant. Manufacturers are in the Nike company to license under the authority of production, "Nike" brand products. "Nike" all property companies is the "Nike" brand trademark, as well as design and development capability and marketing capability. Nike is the intangible asset with a brand sports shoes dominate the global market. When the "McDonald's" of this kind is a distinct mode of operation - burgers, fries along with the rich intimacy of the "M" logo and nice and warm colors, after traveling across Shenzhen, Beijing, Guangzhou, Guilin and even landed, and was unique in the eyes of people quickly, when "McDonald's" name when sweeping the world, enough to make us think, what was the commander of the force in this large chain system? "McDonald's" can be profoundly aware of the "material value" and "information value" and set up a close interdependence, and this is the tightly regulated CI system. This tells us that, CI is pioneering the integration of the symbolic image of the brand can guarantee product information; to ensure that enterprises dominate in the macro to grasp the overall effect of the information output |