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1、海天味业品牌与识别规划项目说明娴峰鍛充笟鍝佺墝涓庤瘑鍒鍒掗鐩鏄?鏈枃鐢眆inecen璐尞娴峰鍛充笟 鍝佺墝涓庤瘑鍒鍒?椤圭洰璇存槑Enterprise IG Brand & Identity Consultants Jun 3, 2002浼氳璁鈥?椤圭洰鐩爣纭 鈥?椤圭洰瑙勫垝涔嬫濇兂鍩虹璇存槑 鈥?椤圭洰浣滀笟娴佺 鈥?椤圭洰灏忕粍鐨勮亴璐垎宸?鈥?椤圭洰杩涘害 鈥?閰嶅悎浜嬮椤圭洰鐩爣鈥?鍗忓姪娴峰鍛充笟瀹屾垚浼佷笟瀹氫綅鍜岃瘑鍒?鈥?浼佷笟瀹氫綅 鈥?瑙嗚褰薄鐗硅川 鈥?鏍囪瘑 鈥?璇嗗埆鍩烘湰绯荤粺 鈥?璇嗗埆搴旂敤绯荤粺锛堣鏀夸簨鍔敤鍝侊紝骞垮憡瀹紶绯荤粺锛?鈥?鍗忓姪娴峰鍛
2、充笟瀹屾垚鈥滄捣澶濈殑浼犳挱鑻辨枃鍛藉悕 鈥?鍗忓姪娴峰鍛充笟瀹屾垚鐩稿叧鍖呰鍝佺被鏁寸悊鍜岃璁?椤圭洰瑙勫垝涔嬫濇兂鍩虹鍝佺墝鏄粈涔?鎬濇兂琛屼负 = 鍝佺墝 = 澹拌獕褰卞搷鍝佺墝褰薄鐨勫厓绱?Consumers 娑堣垂鑰?Communication 浼犳挱鏀跨瓥鏂归嚌 鍏儴鍌虫挱 浜轰簨绛栫暐 Brand Idea 鍝佺墝姒傚康 鍝佺墝鏋舵 璀樺垾璞镜 寤憡涓撴鐒偣Behavior 琛屼负Employees 鍛樺伐鐕熼亱绠悊 绲勭箶绲愭Strategy 绛栫暐Investors 鎶曡祫浜?璇嗗埆绠悊绯荤粺鏄?鈥?鍝佺墝鐨勫熀纭骞冲彴鈥?浼佷笟鎴栦骇鍝佸搧鐗屽舰璞矡閫氱殑宸叿 鈥?鍝佺墝褰
3、薄绠悊鐨勫伐鍏?Brand PositioningBrand IdentityBrand Image鍝佺墝瀹氫綅鍝佺墝璇嗗埆鍝佺墝褰薄鍝佺墝瀹氫綅 浜?鍝?鐜?澧?鍏徃 鍚嶇 鏍囧織 骞垮憡 鍏叧 浜嬪姟 鐢搧浜?鍏紬娑堣不鑰?璁煡 浜嗚 濂芥劅 淇禆鍛樺伐/缁忛攢鍟?鑲笢鍏锋湁绔炰簤鍔涚殑鍝佺墝褰薄璇嗗埆鐨勫唴娑?浼佷笟瀹氫綅绗彿鍖?绯荤粺鏍囧噯鍖?浣滀笟娴佺娴佺瑙勫垝鍜鏀堕泦鍜岀爺绌?绠悊璁胯皥 缁忚惀绛栫暐瑙勫垝瑙嗚瀹煡 璇嗗埆绯荤粺瀹煡鍝佺墝瀹氫綅鍜屾灦鏋?缁忚惀鍏辫瘑The Brand Alignment processsm鍝佺墝鏍噯娴佺鍝佺墝鎺储鈥?鈥?鈥?鈥?鈥?鈥?鎴戜滑鏄皝
4、鎴戜滑鐨勭嫭鐗圭偣鏄粈涔?鎴戜滑琚浣曡鐭?鎴戜滑涓轰粈涔堣濡傛璁煡 鎴戜滑杩樺彲浠浣曡璁煡 鎴戜滑鍙互鎻愪緵浠涔堟牱鐨勯【瀹环鍊?The Brand Alignment processsm鍝佺墝鏍噯娴佺鍝佺墝鎵胯鎴戜滑鐨勬効鏅槸浠涔?鎴戜滑缁欏鎴风殑鎵胯 鎴戜滑鏄惁鍙互鎷湁姝竴鎵胯 姝竴鎵胯鏄惁鍙互娓呴櫎鏈夊尯 闅旂殑鎰熷姩瀹埛 鈥?姝竴鎵胯鏄惁鍙互鏈夋剰涔夌殑 鎴愪负婵鍔卞憳宸殑鍘熷姩鍔?鈥?鈥?鈥?鈥?绗簩闃舵 鍝佺墝鎵胯鈥?娴峰鍝佺墝鐨勭珵浜変紭鍔?鈥?娴峰鍝佺墝鐨勫搧鐗岀洰鏍?鈥?娴峰鍝佺墝鐨勫搧鐗岀壒璐?鈥?娴峰鍝佺墝鐨勫搧鐗屾壙璇?瀹氫綅鎻忚堪 (Positioning State
5、ment)杩滄櫙 (Vision)5-10骞村悗锛屾湡鏈涜揪鍒扮殑甯傚満鍦颁綅浠強鍙戝睍鐨勮妯?浣垮懡 (Mission)缁勭粐瀛樺湪鐨勪环鍊?绛栫暐 (Strategy)寮哄寲绔炰簤鍔涗箣鍏蜂綋鍋氭硶鍙婄粍缁囪祫婧愯繍鐢鍒?鑳藉姏鎵鍦?(Area of Competence)涓撻暱鍜岃惀涓氳寖鍥达紙闀挎湡鐩爣锛夈?鍝佺墝浠峰?(Brand Value)瀵瑰鎴风兢鎵胯鐨勪环鍊笺?鏈熸湜鐨勪紒涓氬舰璞?(Expected Image)鏈熸湜鍦秷璐硅呭強鍛樺伐蹇冧腑褰垚鐨勮鐭唴瀹广?瀹氫綅鍏夎氨: 浠庡姛鑳藉鍚戝埌浣垮懡瀵煎悜浣犵殑绋熻肠浣犲仛浠楹?浣犲浣曞仛浣犳槸瑾?浣犵偤浣曡屽仛灞鍒?鐢搧鑸囨
6、湇鍕?鎶琛撹垏鏂规硶鍊嬫垏鍍瑰艰浣垮懡鑸囦换鍕?鏈夊舰瑕佺礌鐒舰瑕?绱?Visual identityWhat they stand forThe spirit of refreshment. Only the original will do. Bringing people together Affordable good food for the familyBrand attributesRefreshing Exciting Sociable RedBrand theme鈥淎lways Coca-Cola鈥?Trust Convenience Value-The world鈥檚 le
7、ading provider of travel services To do a great job for our customers, stockholders and employees by being the pre-eminent building block supplier to the computer industry world-wide the emotion of competition, Experiencing winning and crushing competitors Personal enablement. Heroic customer servic
8、e. Worldwide reliability of servicesGlobal Caring鈥淭he world鈥檚 favourite airline鈥?Safety Technology Leader Intelligence Unexpected Performance Achievement Individualism Attitude Respect Worldliness Trust Security Success Quality Performance Technology鈥淛ust do it鈥?鈥淒o more鈥?The best car company in the
9、 world鈥淭he ultimate driving machine鈥?Hilton 鍝佺墝瀹氫綅涓庡搧鐗屾壙璇?Visual identity Purpose Brand attributes Brand promiseTo be the most successful international business hotel management companyInnovative Distinctive RewardingEvery Hilton is a special placeThe Brand Alignment processsm鍝佺墝鏍噯娴佺鈥?鈥?鈥?鈥?鎴戜滑鐨勪釜鎬?
10、濡備綍杈炬垚 鍦琛?鍦琛佽瑷涓庤涓哄繀椤诲浣曚綔 濡備綍浠嶈兘淇濇寔搴旂敤寮规?濡備綍浠嶈兘淇濇寔搴旂敤寮规?鍝佺墝琛幇璇嗗埆鍩烘湰鍏冪礌鍛藉悕 绫诲垾鍚?涓昏瑙?鍥炬鍝佺墝璀樺垾鏍囧噯瀛?鑹插僵璁垝绯诲垪鎬鍒?SANYO SANYO Sanyo SANYOSANYOSanyo SANYOS A N Y OSANYO搴旂敤绯荤粺璁捐涓句緥 鍚嶇墖涓庝簨鍔敤鍝?璇嗗埆杩愮敤涓庣鐞嗘墜鍐岀紪鍒?CI鎵嬪唽鐨勭洰鏍囦箣涓锛屾槸灏藉彲鑳藉皢浼佷笟鍐呭閮娇鐢?鐨勮瑙夎璁爣鍑嗗寲銆佷功闈寲锛岄暱鏈熻岃鏈夊姪缁存寔 浼佷笟涓鑷存殑褰薄锛屽悓鏃跺湪澶噺鍒朵綔鐨勫墠鎻愪笅锛?浼佷笟涓嶄絾鍙互纭繚鍝佽川銆佸己鍖栫
11、鐞嗘晥鑳斤紝鏇存湁鍔?浜庨檷浣庡埗浣滄垚鏈?鎵嬪唽鍐呭鍩烘湰涓婂彲鍒嗕负鍥涘閮垎锛氬嵆鍝佺墝瀹氫綅涓?鎵胯銆佸熀鏈郴缁熴佸簲鐢郴缁熴侀檮浠剁郴缁燂紱搴旀敹鍒?鐨勯鐩紝鍙敱鍙屾柟鍏卞悓閫夊畾缂栬緫銆?涓撴浜哄憳閰嶇疆涓撴椤圭洰灏忕粍娴峰鍛充笟鍝佺墝灏忕粍搴炲悍 绋嬮洩 寮犳椤圭洰璐熻矗浜?寮犳Enterprise IG灏堟椤晱Andre Hsieh 灏堟浼佸妰 Franco Xu 寰愭泬鏉?灏堟鍔悊 Judith Jin 閲戜匠楠?璎濈鑸?Alex Shaw閭甸泹涓?椤圭洰璁捐涓撴璁捐灏忕粍灏堟椤晱Roger Shieh瑁戒綔绠悊灏忕粍璎濈蹇?涓撴杩涘害6/5, 6/6 椤圭洰璇存槑浼?璁胯皥8/31 鐜版湁鍖呰鐨勬暣鐞?鍖呰绛栫暐 鍛藉悕淇敼 鏍囪瘑淇敼鏍囪瘑璁捐 5/28-6/4 鍝佺墝瀹氫綅绛栫暐鐨勫舰鎴?鍛藉悕 搴旂敤璁捐 褰薄鐗硅川淇敼 鍖呰鍝佺被璁捐 璧勬枡鐨勬敹闆?鍝佺墝褰薄鐗硅川 鍖呰鍒嗙被绛栫暐 鍜屾暣鐞?7/2 鎻愭7/16 鎻愭8/13 鎻愭
