What Is the Relationship Between Branding and Corporate Identity?

Corporate image and CI plan refers to the purposeful, planned, and strategic creation of the desired self-image by the company, thereby increasing the social visibility of the company, and ultimately obtaining its most suitable business environment.

Corporate image and CI plan

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Corporate image and CI plan refers to the purposeful, planned, and strategic creation of the desired self-image by the company, thereby increasing the social visibility of the company, and ultimately obtaining its most suitable business environment.
Corporate identity and CI programs are common in book titles and dissertation titles, and are also found in chapters in books. Such as:
1, "the corporate image and CI plan", author: Zhang, in trial of Publisher: Tsinghua University Press
2, "the corporate image and CI plan", author: Shen Yu
The means of corporate image expression mainly include the following aspects:
Material image
This refers to the materialized form that reflects the corporate spirit and culture, not the material itself. For example, the company's store logo, store flag, trademark, and specific storefront decoration, layout, etc. can reflect the intuitive image of the company's personality and spiritual appearance.
Character image
This does not refer to human innate conditions, but refers to the performance of company personnel in dealing with people and behavioral attitudes at work.
Management image
Refers to the manifestation of management behavior. Such as organizational form, working procedures, transfer system, reward and punishment methods, leadership and command methods and so on.
Etiquette
Refers to the polite format of interpersonal relationships in the enterprise and the etiquette norms at the celebration assembly.
Social image
Serving the society and sponsoring public welfare undertakings, including supporting the specific performance of caring and education, scientific research, charity, health and other undertakings.
Online reference on books signed by Shen Yu
sequence:
"Corporate Image and CI Plan" was written by me when I was working at Shanghai Noble Advertising Co., Ltd., and spent a lot of time and effort. None of them were allowed to return home from work to visit, and eventually the manuscript was finally released. The article was originally published in the media for the company's external business promotion. But after I left this company, I found that the general manager of this company, Shen Yu, shamelessly greedy the sky, even said that his work was written by him, and he spread it around shamelessly, and signed his name out loud. Lu Yongming condemns and despises this behavior!
Corporate image and CI plan
table of Contents
1.What is a CI plan?
2.What is MI?
3.What is BI?
4.What is VI?
5.What is the significance of the company's introduction of the Cl plan?
6.What effect does the corporate logo have on enterprises?
7.What are corporate symbol graphics and mascots?
8.What are enterprise standard fonts and printing-specific fonts?
9.What is the enterprise standard color?
10.What is the function of the enterprise standard color?
11.What are the steps for an enterprise to implement a CI plan?
12.What is a CI manual?
13.How to conduct a corporate image survey?
14.What is the core concept of corporate image?
15.How should the company name be determined?
16.How should the CI Planning Committee be formed?
17.How should the corporate image be disseminated and maintained?
18.Why do companies advocate corporate songs?
19.What should companies pay attention to when publishing CI plans?
20.What are the characteristics of corporate image advertising?
21.What is the relationship between corporate PR activities and corporate image?
22.What is the relationship between the corporate slogan and corporate image?
23.What is the relationship between corporate image and product marketing?
24.What is corporate culture?
25.What are the styles and characteristics of European and American CI programs?
26.What are the style characteristics of the Japanese CI program?
27. What is the current status of the CI plan in China?
28. For production enterprises, what is the relationship between corporate image and brand image?
1. What is the CI plan?
CI is the abbreviation of Corporate Identity, which translates to "corporate image" in Chinese. The CI plan refers to the purposeful, planned, and strategic creation of the desired self-image by the enterprise, thereby improving the social popularity of the enterprise, and ultimately obtaining the most suitable business environment for itself.
The Cl plan consists of MI, BI and VI.
2. What is MI?
MI is the abbreviation of Mind Identity, which is the most valuable and core content in the CI plan. Chinese translation is "Corporate Identity". It is the driving force behind the soul of an enterprise and the identification of the entire system. The internal activities, organizational systems, management education, etc. of an enterprise are all affected by MI's norms. They have three important functions:
(1) Express the value of the company's existence.
(2) Decide on specific types of business operations.
(3) Standardize the behavior of employees.
Generally, in order to convey the corporate philosophy concisely and brightly to the outside world, and to promote the employees of the company to work harder to realize the corporate philosophy, the corporate philosophy must be generally translated into catchy sentences, so that it becomes A corporate slogan.
Matsushita Electric Corporation must convene a meeting of the persons in charge of the minister or above and the heads of related companies every two months. At the meeting, the slogan issued by the chairman of Panasonic must be recited. Go up, be polite, adapt to the situation, and be thankful. "
In the factories and offices of Matsushita Electric Corporation, a short meeting is held every morning. At the meeting, everyone must sing the "Bible" of the enterprise in unison. This kind of activity similar to the religious method is actually to let people abandon all distractions and work hard to realize the corporate philosophy. No wonder Kosuke Matsushita, known as the god of business, said before: "The corporate slogan enables companies to work together and up and down, and has good working efficiency."
Kyoto Ceramics Corporation in Japan is a company with a long history. In order to better develop its role in contemporary society, the company decided to introduce CI juice plan and introduced the corporate slogan of developing technology, working together, and challenging the future, in order to rekindle the enthusiasm of employees to advance the company. the fire. When talking about the power of the corporate slogan, the company's official pointed out that the corporate slogan can make a person subconsciously desire to work. Practice has proved that this kind of corporate "Bible" has a very good publicity effect with the cooperation of a newly designed visual communication system.
In addition, for the enterprises of Eastern countries, the use of Chinese characters as the standard font of the enterprise often has limitations and it is difficult to have an impact on the international market. So as far as several Asian companies that are going to the international market or companies that are planning to expand in the international market look, they all have experience in changing the company name. For example, Tokyo Electrochemical Corporation changed its name to TDK and Asahi Radio changed its name to RAOX. After the company is renamed, the same company name can be used at the national and international levels. This rename is often the result of the re-creation of the corporate philosophy, which will eventually promote the continuous development of the enterprise.
3. What is BI?
BI is the abbreviation of Behavior Identity, which translates to "corporate behavior recognition" in Chinese. If MI is the "idea" of enterprise planning, then BI is the "practice" of enterprise planning. BI has both internal and external activities. Internally, it is to establish a sound organization, management, education and training, welfare system, code of conduct, working environment, development research, etc., so as to enhance the internal cohesion and centripetal force of the enterprise; externally, through marketing, product development, public relations, public welfare activities, etc. Corporate philosophy, so as to obtain recognition and recognition of the general public and consumers, so as to establish a good corporate image.
4. What is VI?
VI is the abbreviation of Visual Identity, which translates to "enterprise visual identity" in Chinese. VI is the static identification symbol of the CI plan and the carrier of the visual communication of the corporate philosophy. Therefore, it has the most projects and the most direct effect. VI as a visual identity, it is an external expression, although it needs to have beauty, but VI must be the embodiment of MI, which directly reflects the corporate philosophy. Therefore, VI design includes the following principles: fully convey the corporate philosophy, humanity principles, nationality principles, concise abstraction and dynamic principles, employee participation principles, legal principles, artistic principles, and individuality principles.
Products are for people to buy and consume. Therefore, corporate visual design must satisfy people's psychological emotions and be emotional. The form of "kindness" is often the most powerful factor influencing performance. According to the survey, most of those signs with "kindness" have specific, simple, and lively qualities. Most people naturally feel intimate about common things. This is the application of the principle of human nature.
For consumers and the public, they receive more than 1000-2000 pieces of visual information (including corporate advertisements and signs) every day, and many of them have not accepted them. A few of them just pass by. People do not have time at all, and they do not Willing to think and understand complex designs. Therefore, in today's flood of visual information, corporate visual design must be concise, clear, and understandable at a glance. Of course, "simplicity" is not "simple", not "unattractive." This is the principle of simplicity, abstraction and dynamics.
Corporate logos, standard characters, standard colors, and their composition, if registered through legal procedures, will become trademarks protected by law. Therefore, the design should comply with relevant laws and regulations such as the Trademark Law, Intellectual Property Law, and Advertising Law. And use the law to protect your rights. This is a legal principle that should be followed in VI design.
Visual identification such as company logos and standard words is a visual art. At the same time, the process of visual appreciation is also a process of review. Therefore, visual design must conform to aesthetic principles and meet people's aesthetic needs. This is an artistic principle that must be followed.
As for the principle of personality, if the VI design is the same as others and has no characteristics, it will be difficult to achieve the purpose. Therefore, the design must have a personality, to highlight the personality.
5. What is the significance of introducing CI into enterprises?
The market competition in modern society has become more and more fierce, and companies are increasingly realizing that in order to be invincible, enterprises need not only advanced technology and high-quality products, but also a culture unique to the company. feature. An enterprise, as an organization, transmits its own cultural characteristics as a message to employees, consumers, and residents in the area, which will motivate them to form opinions and evaluations of the enterprise, and thus establish a corporate image.
The introduction of the CI plan by enterprises is precisely to achieve a unified visual communication for all media that promote the existence of enterprises, and to effectively use registered trademarks, corporate standard characters, corporate standard colors and other elements to promote advertising, product packaging, and corporate buildings, Vehicles, letterheads, bills, etc. are uniformly designed to obtain a unified image of the enterprise, thereby making people clearly aware of the existence of the enterprise.
6. What effect does the corporate logo have on enterprises?
Corporate logos include logo graphics and logo text. The corporate logo is the key to the CI plan, which directly conveys the corporate philosophy, operations, history, traditions, and even corporate culture. Therefore, it can be said that the corporate logo is a direct use of visual language to effectively operate the message that the company wants to convey, thereby becoming an effective communication tool between the company and the audience, thereby making the business of the company more purposeful and orderly.
7. What are corporate symbol graphics and mascots?
Corporate symbolic graphics refer to the use of concise and popular abstract graphics without the need for textual descriptions. They can directly convey the company's business content and the nature of the industry or its region. The symbolic graphics of the enterprise can be a ribbon, a geometric figure or an abstract pattern. The design of the corporate mascot is based on the need to increase the interest of advertising. In recent years, more and more companies have begun to pay attention to this aspect of design. For example, the "Uncle McDonald" image of McDonald's fast-food restaurants is lively and cute, and is loved by consumers. With more and more emphasis on "interesting sales" and "visually stimulating consumption", the design of the mascot occupies a very important position in the progress of the company's CI plan.
8. What are enterprise standard fonts and special typographic fonts?
Enterprise standard fonts refer to the special fonts of enterprises and departments in the CI plan. Enterprise standard fonts include Chinese characters, Arabic numerals, English or Latin characters. Corporate standard fonts are different from those used as corporate logos, which require personality and strong visual impact, and can reflect corporate characteristics. The special printing font refers to the specific font displayed in the company's overall communication activities in order to unify the format of its text information. Special printing fonts include specified fonts selected from the existing fonts, that is, standard printing fonts; and companies that develop unique fonts that are used exclusively, that is, original printing fonts, make them special printing fonts for enterprises.
9. What is the enterprise standard color?
Enterprise standard colors refer to the special colors used in the production of corporate buildings, vehicles, publicity materials, product packaging, apparel, etc. in the CI plan. The standard for using standard colors includes signs, logos, and logo texts, and the relationship between logos, logo texts, and background colors.
10. What is the function of the enterprise standard color?
Usually referring to certain colors, people will associate with certain companies. For example, red is Coca-Cola; yellow is Kodak, and so on. Different people will show different emotional reactions to colors. Although they may not know what these colors symbolize or what they mean, they will always have feelings and reactions. This is because colors are more appealing than letters or graphics. Corporate standard color is to use these characteristics of color to show it in a planned and strategic manner. It not only effectively seeks corporate identification, but also establishes a good corporate image. It is also an indispensable important factor even in marketing strategy.
11. What are the steps for an enterprise to implement a CI plan?
Generally speaking, the company's introduction of the Cl plan is divided into 4 steps:
(1) Put forward ideas and study the status quo of enterprises;
(2) Establish MI plan and implement BI plan;
(3) Confirm the VI plan;
(4) External publicity and full launch.
Among them, the first step includes two phases: the basic conception phase and the grasp of the status quo. Basic assumptions are generally generated by suggestions from corporate leaders or employees. The key to the success of a CI plan is not the form of the imagination, but the strength of the motivation. Therefore, who proposes the vision is very important; grasping the status quo work is to promote the CI plan Most successful pre-investigation researches are conducted within 6 months and 2 years, but no matter how long they are, they must meet the requirements of grasping the status quo of the company.
The second step includes three stages: the stage of setting up a CI planning committee, the stage of planning the case, and the stage of disseminating the company's mind to employees. The number of people who make up the CI Planning Committee varies depending on the specific unit and work process. Generally, it is 4 to 10 people. The first step in planning a case is to clearly set the benchmark for evaluating the status of the company, including the company's popularity, the memory process in people's minds, and the trust Nature, general degree of evaluation, good or bad impression, etc .; the dissemination of corporate philosophy to employees is to encourage employees to work together to achieve the corporate philosophy, generally generalize the company's chanting into slogans or compose songs, easy to understand Easy to spread.
The third step includes 6 stages, namely the design investigation, commissioned design, screening, finalization of plans, details processing and editing of CI manuals. The purpose of design survey is to provide various basis for developing a new corporate vision system. It is different from the survey at the current stage. The content of the design survey is more practical and specific. After commissioning the design and determining the target image, you can enter the logo, etc. In the design and production stage, the next work should be prepared for commissioning of the design. Generally speaking, commissioning the design unit is the best way, because the design unit can organize a lot of designers to participate in the design, and propose a variety of characteristics. The work in the screening phase is to screen a large number of design plans based on established design goals; to determine the final plan is to select several plans from a large number of plans, and the final decision is made by the top leader, but subjective arbitrariness and one-sidedness should be prevented Misjudgment brought by; the work in the detail processing stage is to process the design details of the finalized scheme; the CI manual editing stage is to summarize the final scheme and the design application rules of various items into the CI manual, the content expressed in the CI manual It must be easy to understand and not misleading.
The fourth step includes two phases, namely the release phase and the full implementation phase. The market development phase generally chooses the days such as the anniversary of corporate entrepreneurship, and at the same time, factors such as external newsliness should be considered; the work of the full implementation phase is to implement the relevant steps in stages according to the original plan, and the specific details that will occur during the implementation Report the situation to corporate decision makers and CI planning committee in time to adjust relevant strategies and practices.
12. What is a CI manual?
When the final plan of the CI plan and the design applied to various items are determined, these application rules must be compiled into a book, that is, the CI manual. The primary purpose of implementing the CI plan is to prevent the confusion of the corporate image, and it is effective to achieve this purpose. One of the tools is the CI manual.
The CI manual mainly includes the following:
(1) Preamble
That is to say the objectives and methods of the CI plan, etc., often accompanied by inscriptions from superior leaders.
(2) Basic elements
That is to say, the standard of enterprise logo, standard font and standard color and corresponding standard drawing are clarified.
(3) Combination rules
This indicates the fonts that are prohibited.
(4) Special usage rules
That is to specify the rules of use in special circumstances, such as zoom in, zoom out, and rules for horizontal or vertical use.
(5) Transaction processing method
The CI Manual provides departments, managers, and contacts who can inquire or contact them when they encounter conflicts or difficulties when implementing the rules stipulated in the CI Manual.
(6) Application design principles of basic elements
The CI manual makes some basic provisions on the application of corporate logos, standard fonts and standard colors in office supplies, self-owned vehicles, and the environment in which the company is located, and clearly indicates the format, size and Where the essential elements appear. Of course, this part of the content cannot contain all application design principles, but can be added at any time as needed.
If the enterprise has many branches, it can be printed and distributed to each department with electronic documents. If the enterprise is small, the electronic manual can be used to convey the content of the CI manual.
13. How to conduct a corporate image survey?
When the company introduced the CI plan, in order to discover the current problems of the company, it needed to conduct an objective investigation of its own phenomena and compare the results of the investigation with other companies in the same industry. This kind of work is called "corporate image investigation". The conclusions obtained through investigation and induction will help establish the goals for which the enterprise strives in the future.
The so-called "corporate image" can be summarized as a kind of "identification" of enterprises by consumers and all sectors of society. This "identification" sometimes conforms to the actual situation of the enterprise, but sometimes deviates from the actual situation of the enterprise. For example, a company with a first-class technology level may sometimes be a second-class technology-level company in people's impressions; a company that treats consumers honestly is sometimes mistaken for a dishonest company. Obviously, such "identification" will definitely cause obstacles to the sales of enterprise products and the attraction of talents. Early detection of problems like this is the key to improving corporate image and publicity.
The object of the corporate image survey includes consumers and employees within the company and personnel of related companies. Generally, when conducting a corporate image survey, the above-mentioned objects are used as the mother body, and a sample is selected through random sampling, that is, the survey object. Each member of the parent has a chance to be selected as a sample. Randomly finding someone who is familiar with the surroundings for investigation cannot be called random sampling, and the deviation rate is also high. Under normal circumstances, the mother is always divided into several categories such as consumers, corporate employees, and related corporate employees, so that each category has a certain number of candidates, and then about 100 samples are taken from each category survey. That is, there are 300 to 400 samples in one survey.
Surveys of corporate image are generally carried out through questionnaire forms, telephone surveys, and postal surveys.
The survey form is more commonly used, and it varies with different enterprises, but it should not be complicated. Using the survey form can not only survey the image of a company, but also the image of companies in several industries at the same time. After summarizing the questionnaires, they can be expressed as clear graphics for comparison with each other. In this way, the image of each company can be clearly compared.
After completing all investigations, the investigation should be written into a formal report. The investigation report should include the following contents:
(1) The purpose, object, time and other necessary explanations of the survey.
(2) Analysis and collated conclusions on the popularity of the company.
(3) Analysis and summary of the ways and means of cognizing corporate image.
(4) Analysis and summary of the recognition of the company's product logo (brand).
(5) Analysis and summary of the company's original logo, standard font and standard color awareness.
(6) Analysis of factors that are not good for corporate image and suggestions for basic countermeasures.
(7) Comparison with other companies in the same industry.
(8) The questionnaire filled out by the respondent.
(9) Records of respondents' free answers.
14. What is the core concept of corporate image?
The core concept of corporate image is the overall feelings, impressions and perceptions of the company's stakeholders. The company's stakeholders include consumers, customers, shareholders, investors, internal employees, prospective employees, regional residents, financial institutions, raw material suppliers, media reporters, governments and regional public organizations. Different stakeholders have different impressions on the enterprise, which requires the company to strengthen the information transmission with the stakeholders so that it can form a correct perception of the enterprise.
15. How should the company name be determined?
The first content of the CI plan is to determine the name of the company. The specific things to do include: clarify the origin of the name, stipulate the native name, English name and its special font, and explain the meaning of the name.
To elaborate the origin of the name, the company's general situation, development history, planners, names used in history (name evolution), etc. should be introduced.
It stipulates that the names of Chinese characters, English names and their special fonts should be strictly regulated in stroke order, kerning, kerning, fonts, glyphs, abbreviated names, and methods of arranging characters.
To explain the meaning of the name, the original and symbolic meaning of the name and the extension of the meaning of the name should be introduced.
Some names have another special font that is restricted to use, such as fonts for securities and certificates of merit. This is different from ordinary fonts, and requires a sense of history and solemnity. Such fonts also need to be standardized.
Incorrect names that may occur frequently should be listed and marked with × to indicate that they are prohibited.
16. How should the CI Planning Committee be formed?
The CI Planning Committee is the supreme body in corporate image shaping. When an enterprise decides to introduce a CI plan, it is generally necessary to set up such an institution and place it under the direct leadership of the decision maker of the enterprise. The establishment of the CI Planning Committee should be people with rich work experience and high enthusiasm for work. They follow the following principles to work:
(1) Long-term planning principles. The introduction of the CI plan is to reshape the corporate image, and rebuilding the corporate image requires a long-term goal to address the existing problems in the corporate image. The CI planning committee must work after unifying this understanding.
(2) Organizational connection principle. The introduction of the CI plan is a major event for the company, and it has close relationships with various departments and organizations of the company. Therefore, if you want to effectively implement the CI plan, you must fully collect opinions from all sides, and allow relevant members of each department to participate in major Discussion of issues. Only in this way can our company's CI plan be more distinctive. The CI planning committee should work hard to establish an unimpeded information channel and to become a hub of communication between departments.
(3) The principle of external coordination. The implementation of the CI plan should consider that it can effectively strengthen the good impression of the outside society on the company. Therefore, the CI planning committee, as a bridge between the company and the outside world, should often release information on major activities and decisions of the company, collect opinions and views, and correctly handle all aspects of the outside relationship.
There are roughly three types of CI planning committees in enterprises:
(1) Management type: The CI planning committee is composed of the heads of various departments of the enterprise. Since their members come from leadership positions, it is easier to draw conclusions when discussing related issues, and it is easier to coordinate the work of various departments, but they are accustomed to adopting the "command and order" method when specifically promoting the CI plan. Therefore, any such CI planning committee should pay special attention to working methods and skills to avoid adverse effects.
(2) Dynamic type: The CI planning committee is formed with some young people who have worked in the enterprise for many years. These young people dare to think, often put forward some new insights and unconventional suggestions, and have a high enthusiasm for work. This is their strength, but they also have a weakness, which is that it is generally not easy to reach a quick conclusion when discussing major issues. But if the top person in charge of the company participates and can play a role, then all problems will be easier to solve.
(3) Mixed type: This type of CI planning committee is a combination of the above two types. Practice has proved that the CI planning committee composed of people from different positions and different ages has high work efficiency and strong operational ability.
In order to make the CI planning committee work better, some specialized agencies are generally set up. Their roles and relationships can be shown in the following diagram:
CI Planning Committee
The highest decision-making body to advance the CI plan
CI Program Advisory Committee
Consultation on policy, design, law, etc.
CI Plan Executive Committee
Implement and implement the decisions of the CI Planning Committee
CI Program Professional Committee
Consultation on the specific work of the CI plan
CI Planning Office
Specific management and organization of various events
The chart shows that the CI Planning Committee is the highest decision-making body to promote the CI plan. It will determine the policy on the introduction of the CI plan, and comprehensively report all kinds of information to the company's leadership for review. Information about corporate CI programs and organize employees to participate in various CI program activities.
The CI Planning Advisory Committee is affiliated with the CI Planning Committee, which specifically undertakes consulting work related to policy, design, and law.
The CI Planning Executive Committee takes over the leadership of the CI Planning Committee. Its specific work is to investigate the business situation of the company, and the internal and external information transmission status, and to provide detailed reports and specific solutions to problems. reference. Affiliated to it, the CI plan professional committee is responsible for various investigations and studies, as well as various proposals and consultations.
The CI Planning Office is an organization that specifically operates, manages, and manages various activities related to the CI plan. It undertakes various specific tasks such as liaison, service, reception, and finance.
Practice has proved that the staff of successful CI planning committees, regardless of their positions in the enterprise, can effectively complete their own job in accordance with the overall interests of the enterprise, and consciously report to employees in their department. Widely disseminate the content and spirit of the CI program. At the same time, they also have full confidence in the advancement of corporate CI programs.
17. How should the corporate image be spread and maintained?
Corporate image communication includes the application of VI design and the spread of corporate philosophy. The application of VI design is mainly the application of basic factors of VI design, such as corporate logos, corporate standard characters, corporate standard colors, corporate shapes, corporate patterns, etc. to corporate applications. Visual systems, such as badges, identification cards, business cards, stationery, envelopes, interior and exterior decoration of buildings, advertising signs, vehicles, packaging supplies, employee uniforms, publications, and mass communication identification. The dissemination of corporate philosophy is mainly carried out through corporate slogans, corporate songs, and corporate culture in the form of publicity and education, PR activities, corporate image advertising, community activities, and public welfare activities. Regarding the maintenance and management of corporate image, CI manuals should be strictly followed.
18. Why do companies promote corporate songs?
When implementing CI, company songs can be used to enhance corporate cohesion. Many companies in the United States, Japan, and China have their own songs. According to a survey, about 70% of young people aged 18-22 have a close relationship with music; 55.3% of males aged 15-24, and 52% of females. Based on this, in order to meet the entertainment needs of employees, many companies compose corporate philosophy as company songs.
Good company songs have a great appeal and inspiration to employees, it can enhance the cohesion of employees and stimulate their enthusiasm.
For example, the well-known Japanese Matsushita company, at 8 am every morning, more than 90,000 employees of the company recite the seven principles of business philosophy, basic program, Panasonic Creed, and sing company songs together:
"To promote livelihoods for all
Rebuilding New Japan
Everyone is enthusiastic about working hard
Matsushita Electric, we are lively together again today
From the beginning
Changing with each passing month
We take pride in promoting the world's electrified life
Matsushita Electric, adhere to the traditional noble virtues
The time of the Great Leap Forward has arrived
To make the Nationa logo reach the world
Everyone keeps pace
Panasonic, the power of unity is amazing "
The exciting "Panasonic March", the ritual year after year, day by day, not only brings together the mood of all Panasonic employees, but also makes the public believe that Panasonic is a spiritually integrated whole.
China's Apollo Group Company invited the famous singer Mao Amin to sing songs that reflected the corporate philosophy, which conveyed the corporate philosophy and image well, enhanced the competitiveness of the enterprise, and formed its own unique characteristics in corporate advertising:
"After countless ups and downs
Sky full of stars
In the dark night without the sun
Burning Horizon is still waiting
When the sun rises
We walk out of the mulberry fields
When the sun rises
Our love lasts forever ... "
19. What should companies pay attention to when publishing CI plans?
When publishing a CI plan or result, a company must carefully consider the timing of publication, the target of publication, and the means of publication.
The timing of CI's announcement has a significant impact on the company. Some are published after the CI plan is determined, and some are published during or after the completion of the CI plan. These can be selected according to the specific situation of the company, but it is important to choose a good time, otherwise CI may be invalid.
The objects of CI publication include internal publication and external publication. The order of internal and external publication is as follows: inside and outside first; outside and then inside. Or at the same time. Each of these three types has its own effect, and can be selected according to the situation.
1. Internal publishing
Internal publishing is conducive to stimulating the enthusiasm of employees, strengthening their determination, and enabling employees to consciously implement various plans. The main contents of the internal publication include:
(1) Progress in implementing CI
(2) The meaning of CI and the reasons why the company implements CI
(3) The relationship between the employees of the company and CI and the necessary psychological preparation
(4) The process of implementing CI
(5) explain the new corporate philosophy
(6) Explanation about the new logo
(7) Management and application of design
(8) Unified explanation method
2. Published
The announcement of the plan shows the company's determination and intention to change the old image, but also makes internal employees proud. External publication shall determine plans for the meaning, policy, media and means of publication.
(1) Matters to be confirmed before publication
(2) External media and methods
(3) Promotional materials for journalists
CI publishing methods mainly include advertising media and planning and related planning activities.
20. What are the characteristics of corporate image advertising?
Corporate image advertising is the most direct and effective way for a company to publicize its corporate image. The corporate image advertising not only informs the existence of the enterprise, but also conveys the company's culture, philosophy, corporate strength, and corporate public activities. Generally speaking, corporate image advertising includes 6 types, namely corporate strength advertising, corporate concept advertising, corporate public interest advertising, corporate recruitment advertising, corporate event advertising and corporate etiquette advertising.
21. What is the relationship between corporate PR activities and corporate image?
PR is the abbreviation of Public Relations, which means "public activity" in Chinese. PR activities are an important part of CI's external activities and an important strategy for companies to spread their corporate image. Through PR activities, companies can communicate with the public and their relationships to receive two-way communication and receive feedback. Through PR activities, companies pass information such as their purpose, business style, values, and enterprise scale, strength, and products, so that the public understands , Recognize, and then trust, have a good impression, and have a good impression on the company, which is the purpose that corporate PR activities hope to achieve.
There are numerous examples of successful corporate PR activities, which have produced good social evaluations and improved corporate image through PR activities.
The radar watch is a world-renowned watch produced in Switzerland. Before entering the Chinese market, the Chinese knew little about it. In addition, China was vigorously promoting "knowledge is power", so the radar watch organized a "knowledge contest for middle school students" in Beijing in a timely manner. The event really achieved a good social response, and the popularity of the company and its products also became a hit. In the future, the radar meter has continued to hold several "knowledge contests for middle school students", which have won widespread praise from the society.
On the eve of China's bid for the 2008 Olympic Games, Unilever launched a "support Olympic bid" campaign, which called on young women to cut their own strands of black hair, and Unilever woven all the black hair collected into a huge The "Five Rings" was dedicated to the Chinese Olympic bid and rewarded the women who participated in the donation of black hair. This activity attracted the enthusiastic participation of many young women and obtained excellent social benefits. It turned out that this event was specially designed by Unilever for "Xia Shilian Black Shine Shampoo". The "Support for the Olympics" campaign not only achieved social benefits, but also promoted the image of the company and products in an unobtrusive manner. A "win-win" behavior.
22. What is the relationship between the corporate slogan and corporate image?
Corporate images often contain very rich content. In order to convey the corporate philosophy to the outside world concisely and lively, and to enable employees to work harder to achieve the corporate philosophy, the corporate philosophy must be transformed into a catchy Sentences make it a corporate slogan. This is not a simple slogan, but a manifestation of corporate philosophy and values. It is also the common values of corporate employees, and they are convinced. Therefore, the corporate slogan is a simple, direct expression of corporate image.
Although different types of enterprises have different corporate ideas, their corporate slogans also perform differently. For example, Philips, an internationally renowned electronics manufacturing company, has a corporate slogan "Let's do a better job". It is concise and resounding, highlighting the company's spirit of continuous improvement. Another example is the slogan of FedEx, a leader in the global express industry, which is more concise and "mission must be achieved", which sums up the company's requirements for itself and the dedication of customers.
23. What is the relationship between corporate image and product marketing?
When a company's product enters the market, its corporate image also directly affects the marketing of the product. Because wholesalers and retailers have two considerations when deciding whether to run the company's products: First, whether they often see advertisements for the product; second, whether they are products of first-class companies. It can be seen that the corporate image plays a significant role in the sales of goods. Therefore, many well-known companies will emphasize the name of the company when promoting their products, which is exactly to hope to use the good corporate image that has been established to guarantee the product. Using the best corporate image to promote goods has also become one of the competitive strategies of modern enterprises. For example, the advertisement of each product of the famous Procter & Gamble company, whether it is "Pantene" or "Rejoice", will emphasize that this is the "quality product" of Procter & Gamble.
In addition, if the product has a good marketing volume, it will also help the company to build a good image. Because competitive new products are also an important factor in corporate image. According to the survey statistics of many enterprises, companies with a high proportion of new product development often achieve better sales performance, and the morale of employees is high, and the internal unity of the company can fight for the realization of the company's ideals, so it can give the outside world Good impression. For example, although Contec experienced the PPA storm, but because the company focuses on the development of new products, New Contec is still sitting on the top spot of anti-cold medicines, and Tianjin Shike Pharmaceutical Co., which produces Contec This has also established a good corporate image.
24. What is corporate culture?
The so-called corporate culture is, in a narrow sense, the sum of corporate philosophy, corporate slogan, and various corporate activities; but in a broad sense, corporate culture should refer to the value system commonly shared by all personnel in the enterprise, which determines all departments and personnel in the enterprise Way of thinking and behavior, so that corporate culture is the spiritual wealth of an enterprise, and it has three functions:
(1) Affecting the business decisions of the enterprise;
(2) help to promote unity and coordination within the enterprise;
(3) Provide a common way of thinking for all departments and personnel.
25. What are the styles and characteristics of European and American CI programs?
Since the 18th century, the degree of industrialization has continued to increase, and competition between enterprises has become increasingly fierce. There have been two obvious changes in the concept of operating a business: one is to strengthen management during the production process; the other is that the original sales method has been gradually phased out. Propaganda and design based on trademarks have gradually lost their power, and business operators and designers have begun to think about and find new ways to express their corporate image. In 1907, Peter Berens served as a design consultant for the German electrical company. He devoted himself to the practice of creating corporate images. By his design, the company's buildings, employee dormitories and exhibition halls have a unified image. At the same time, he also strives to unify the design styles of the company's product packaging, newspaper ads, posters, stationery and other items to display the "corporate image" .
In the 1920s and 1930s, Camilo Olibetti proposed the concept of "design strategy" for Italian Olibetti typewriter company. That is, in addition to product design, it also pays attention to the formulation of domestic and foreign sales network development plans and the planning of advertising media, and always adheres to a unified design style, and the planning and design of employee welfare facilities is also an important part of "design strategy". In this way, all work of the enterprise is carried out around the set goals.
In 1919, the National Association of Advertising Agencies was established, and put forward basic theories and practical methods on the role of corporate image integration, which promoted and influenced the development of future corporate image creation activities.
In the 1930s and 1940s, American designer Raymond Rowe clearly proposed the concept of the CI plan.
It can be seen that the CI plan originated in Europe and the United States and began in the United States.
The European and American type CI plan focuses on expressing the corporate philosophy through vivid and vivid corporate logos, standard words, and strong standard colors, forming a memory point for the audience and having a good communication function.
26. What are the style characteristics of the Japanese-style CI plan?
Affected by the CI plan of American companies, Japanese companies began to focus on the research and dissemination of CI plans in the 1950s.
In the 1970s, the Japanese CI plan mainly followed the characteristics of the American CI plan, with special emphasis on the creation and application of logos, standard fonts and standard colors. By the 1980s, Japan was not only confining the CI plan to a unified visual image category, but first focused on clarifying the goals of the company's struggle, that is, determining the "idea recognition" as the basis for corporate image and communication to the outside world. Second, Japan regards "behavior recognition" as an important content of the CI plan. Therefore, the Japanese-type CI plan is often a combination of MI, BI, and VI, and it particularly emphasizes the educating role of the CI plan for employees, while also using the CI plan to actively and effectively communicate with social audiences. This is an important sign that distinguishes it from European and American CI programs.
27. What is the current status of the CI plan in China?
Generally speaking, the CI plan is still in its infancy in China, and there is no comprehensive and in-depth introduction and promotion of the CI plan. Many people think that the CI plan is the logo, text and color design, and its application is only the design of business cards, letterheads, and envelopes, which simplifies and conceptualizes the CI plan.
The timely and appropriate introduction of CI plans has a decisive effect on the company's own development and economic benefits. For example, after the introduction of CI programs by companies such as Sun God and Robust, the successful benefits they produced are amazing.
With the update of design tools and publicity media, the implementation technology of corporate CI plans has also been improved, especially in the design of visual communication systems. However, most of China s CI plans stay within the scope of the VI plan. This is mainly because people are not very clear about the meaning of the CI plan, and people of insight in the design and business circles are conducting more publicity and introduction. I believe In the near future, the advanced management method of the CI plan will be quickly promoted in China.
28. For production enterprises, what is the relationship between corporate image and brand image?
For production enterprises, to a large extent, the brand image of their products can reflect their corporate image to the outside world, and people's evaluation of their products often also represents the evaluation of the enterprise. Starting from marketing strategies, in order to make it easier for consumers to identify the brand image and corporate image, most companies have unified the company name and brand name, corporate logo and brand logo. This approach is called "single brand strategy", and unifying the brand image and corporate image is in line with the CI strategy. Because the existing excellent brand image can directly reflect the corporate image; conversely, after the excellent company launches a new product, it can use the existing good corporate image to establish credibility for the product.
For example, China's Chunlan Group, formerly known as Taizhou Air Conditioner Factory, mainly produces Chunlan brand air conditioners. In the future, as the company's production is more original and the scale is expanded, the group company was established because Chunlan brand air conditioners have established a high profile in the market. In order to reflect the corporate image with an excellent brand image and to facilitate external identification, the group company They named the product "Chunlan Group". Another example is our Haier Group, which was previously famous for producing refrigerators, but with the formation of the group scale, the production has also undergone multi-originalization. The Haier Group has also begun to produce air-conditioning, color TV and computer products. To quickly establish a brand image, Haier Group used its excellent corporate image to directly name the product "Haier". It can be seen that the unification of the corporate image and product image reduces the cost of advertising and makes the relationship between the company and the brand easy to identify, which is also conducive to market communication.

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