Question 1: What is corporate image? In modern market economy, corporate image is an intangible asset and valuable wealth, which can be juxtaposed with people, money and things, and its value can exceed tangible assets. This requires a truly modern enterprise to establish its own corporate image, such as IBM, Panasonic, Toyota, Mitsubishi, Ford, Siemens and other internationally renowned enterprises. Practical experience has proved that anyone who doesn't pay attention to corporate image, even with high-quality products and good services, can hardly win or even fail in the competition. Foreign countries have implemented CI strategy and designed corporate image for many years, and Chinese enterprises should learn from it in combination with their own national conditions and cultural traditions. At present, some enterprises in our country have achieved success in this respect, such as Sun God, whose trademark pattern has left an unforgettable impression and is well-known at home and abroad for its excellent quality. Now, although some enterprises also advertise through the media to convey their sales information, they do not regard the shaping of corporate image as a strategic task, but only do it for sales, and their vision is not far away. Therefore, the advertising fee has been spent a lot, and the effect is not obvious; So far, some enterprises have not realized the value and significance of establishing corporate image, so it is completely wrong to ignore the cultivation and shaping of corporate image. In the modern market economy, every enterprise should be far-sighted, have a sense of crisis, foresight and strong sense of competition, and attach great importance to the cultivation and shaping of corporate image.

What is "corporate image"? It is nothing more than using some external static and dynamic images to establish internal regulations to distinguish the characteristics or characteristics of an enterprise from other enterprises in order to facilitate cognition and identification. If a company has a good image, consumers will have a sense of trust, which is conducive to product sales. Because visual recognition and behavior recognition are intuitive, especially visual recognition, which can pass through modern media and is not limited by space, its significance cannot be underestimated. Therefore, enterprises should have strong symbolic significance, easy identification and aesthetic feeling when designing factory logos and trademarks.

The important role of corporate image in enterprise competition. The success of any enterprise depends on the weather, geographical location and people, and the survival and development of an enterprise also depends on these three factors. To what extent can a good corporate image actively change the three factors that affect its healthy development, so as to achieve the effect of making the enterprise invincible in the competition.

1, Shi Tian: A good corporate image can win the trust of the public and create a consumer psychology for the goods and services of the enterprise.

The survival and development of enterprises can not be separated from the public's participation and concern, and can not be separated from the trust and support of consumers, which are inextricably linked with the corporate image. It is no wonder that the book "Japanese Company Management" puts forward: "In a society with increasingly rich commodities, which company's products to choose depends largely on the corporate image." A good corporate image will attract customers, sales staff will get twice the result with half the effort, and the promotion of turnover will be logical.

2. Geographical location: A good corporate image can expand the visibility of the enterprise and increase the goodwill and confidence of investors or partners.

An enterprise has a good image. When it needs financing, all kinds of investment institutions will be willing to participate and lend a helping hand in the face of the crisis. Powerful enterprises will automatically come to the door to cooperate, thus reducing risks and making the foundation of enterprise development more stable.

3. Harmony with people: A good corporate image can attract many talents to join, stimulate employees' professionalism and create higher efficiency.

"Wealth" with shells is easy to get, but "talents" without shells are hard to find. In the final analysis, the competition between enterprises is the competition of talents. A good corporate image makes talents feel that the working environment here provides him with a useful place, and the employment system here can give full play to his intelligence. With a good corporate image, employees have a sense of superiority and pride, as well as mutual induction of supporting systems (uniform work clothes, office supplies, etc.). ) created a vibrant atmosphere, so that their work enthusiasm is rising day by day and their work efficiency is constantly improving.

A good corporate image is a valuable intangible asset of an enterprise, which has a great and far-reaching impact on its internal management and external operation. ...& gt& gt

Question 2: What does the corporate image include? Corporate image brand visual integration project: VI (Visual Identity) is corporate visual identity, which fully conveys the spirit, industry characteristics and differences of the enterprise through scientific visual language. It is a powerful tool to shape corporate image brand and expand corporate visibility, and it is also a communication carrier for the sustained and stable development of corporate image and brand. Visual communication is one of the main ways of corporate image communication. Externally, standardized VI system design can increase the company's sales and create a good social living environment for enterprises; Raise the visibility of consumers, business partners, investors and many other groups; Enhance the company's brand strength and intangible assets. Internally, enhance employees' sense of belonging, loyalty and cohesion. Concise and standardized VI identification system makes communication clear and effective. Thereby reducing internal friction and improving the work performance of employees. Corporate image is abstract, conceptual and comprehensive. Through VI project means such as corporate logo, name, standard words, standard colors, symbolic graphics, office supplies, clothing, vehicles, architectural appearance, flags, exhibitions, public welfare undertakings, advertising activities, public relations, etc., it is spread with unified and unique symbols at different times and on different occasions, attracting public attention and forming an intuitive impression, which is accepted by the society. For many service enterprises, information technology plays a key role in directly affecting their business performance and can have a positive external impact. VIS identification system has laid a good foundation for the company to finally achieve its own business brand goals. VIS identification system mainly consists of two parts: the basic combination specification of enterprise logo and the specification of application identification system. .

Question 3: Definition of corporate image Corporate image refers to the overall impression of enterprises established by people through various signs of enterprises, and is the core of corporate culture construction. Corporate image is the external expression of corporate spirit and culture, and it is the overall impression felt by the public in the process of contact and communication with enterprises. This impression is obtained through the sensory transmission of the human body. Keller, a famous brand expert, defines corporate image as: consumers reflect their perception of the organization through associations in memory. From the psychological point of view, image is the overall impression of something formed in people's brain through various sensory organs such as vision, hearing, touch and taste. In short, it is perception, that is, the reproduction of various feelings. It is important to know that image is not the thing itself, but people's perception of things. Different people's perception of the same thing will not be exactly the same, so its correctness is influenced by people's consciousness and cognitive process. Because consciousness has subjective initiative, different images of things in people's minds will have different effects on people's behavior. Corporate image is the overall feeling, impression and cognition of the enterprise inside and outside the enterprise, and it is a comprehensive reflection of the enterprise situation. On the basis of impression and people's judgment, a public attitude with internality, tendentiousness and relative stability is formed. Only the positive or negative attitude of most people can form public opinion. Public opinion repeatedly affects the human brain through mass media and other channels (such as people's dialogues and expressions). ), and finally affect people's behavior. There are good and bad corporate images. When an enterprise has a good corporate image in the public, consumers are willing to buy products or accept services provided by the enterprise. On the contrary, consumers will not buy the products of enterprises, nor will they accept the services provided by enterprises. Whether the corporate image is good or not cannot be generalized. Most people think that a company is good, but others may feel bad. This bad image will decide that he or she will not accept the company's products or services. Nothing can pursue perfection, so we must grasp the main aspects of contradictions here and understand and grasp the corporate image as a whole. -It is a corporate image subsystem composed of basic and application logos, product appearance packaging, factory appearance, machinery and equipment, etc. Among them, the basic logo refers to the enterprise name, logo, trademark, standard text and standard color, and the application logo refers to symbolic patterns, flags, clothing, slogans, signboards, mascots, etc. The factory appearance refers to the natural environment, shops, windows, offices, workshops and their design and layout. In the three subsystems of corporate image, the concept image is the deepest and most important part, which determines the behavior image and visual image; Visual image is the most external and easily expressed part, and it and behavior image are the carrier and externalization of conceptual image; Behavior image is between the two, which is the extension and carrier of conceptual image and the condition and foundation of visual image. If the corporate image is compared to a person, the conceptual image is like his mind, the behavioral image is his limbs, and the visual image is his face and figure. Inner spirit refers to the spirit and temperament of an enterprise, which is a comprehensive embodiment of corporate culture and the backbone and skeleton of corporate image. It includes the following three aspects: ① pioneering and innovative spirit. This is what every enterprise should have and it is also very important. In other words, every enterprise should adapt to the needs of the market economy and be brave in exploration and innovation, that is, with the development of society, the change of environment, the needs of activities and different public objects, constantly supplement, improve and innovate the contents and forms of public relations activities to make them richer, more distinctive and more attractive. This requires public relations personnel (especially senior leaders) to have keen insight, positive thinking of seeking differences, rich imagination and good knowledge structure, as well as good psychological quality, fearless exploration spirit and positive inspiration. ② Positive social outlook and values. Enterprises should have their own social ideas, not only establish a good citizen image in marketing activities, but also care about social problems and social welfare undertakings, so that enterprises can benefit the people and society while developing themselves. Modern enterprises should not only engage in production and business activities, gain profits, but also undertake certain social responsibilities and social obligations, so as to show that enterprises are members of the social family and should make contributions to social development. This is not only conducive to social progress and prosperity, but also win the general favor of the public for enterprises. Therefore, enterprises should take it as an important task to do well social public welfare activities and provide more services for the society when developing public relations with foreign countries. & gt

Question 4: What is the basis of corporate image? CI is also called CIS, which is the enterprise's own identification system. This system consists of three parts: MI (spiritual identity), that is, spiritual identity; BI (behavioral identity), that is, behavioral identity; VI (visual recognition), that is, visual recognition. (1) Mental identity (MI) MI belongs to the ideological category and is the guiding ideology of enterprise management. In practice, these intangible ideas are embodied in a simple, eye-catching, friendly and appealing slogan or motto, such as Coca-Cola's "Always Coca-Cola"; Haier's "Forever Sincerity"; Nokia's "people-oriented technology"; McDonald's "I like it". These simple slogans are the survival capital of enterprises, which can affect the operation, management, quality, service and brand of enterprises. (2) Behavior Identification (BI) BI refers to the standardization, coordination and unification of all specific implementation behaviors after the enterprise concept is determined and put into practice. Specific behavior is divided into internal and external, covering almost all the business management activities of the enterprise. Internal activities are mainly the standardized organization and management of all employees and strict job training, as well as creating a good internal working environment to ensure the provision of quality products and services. Taking employees as the object of activities, the central purpose is to cultivate the good quality of enterprises. Foreign activities mainly include promotional activities, public relations activities, public welfare activities, publicity activities, advertising activities, exhibitions and so on. (3) Corporate Visual Identification (VI) VI refers to the unification of various forms of communication of visual cultural concepts, and it is also a concrete and visual form of communication. In the whole CI system, VI is the first identification system. It mainly includes: enterprise name, enterprise brand logo, enterprise standard words, standard colors, symbolic patterns, mascots, office supplies, advertisements, vehicles, product packaging, employee uniforms, etc. These visual identifications are very important external representations, and the public's cognition and understanding of them determine the position of enterprises in the public's mind.

Question 5: What is corporate image? Corporate image is a symbol of an enterprise, which is maintained and carried forward by everyone and is a part of corporate culture.

Question 6: What is the main body of corporate image? What are the main components of corporate image?

A metaphor:

Bi- the hand of enterprise.

VI- Corporate Image

Mi- the heart of the enterprise.

First, corporate mental identity

Mental identity system is the dominant consciousness or management thought of enterprise leaders, which plays a role in promoting the production and operation of enterprises in the process of enterprise development. It runs through all aspects of enterprise activities and plays a directional guiding role in enterprise behavior. Clearly put forward what the enterprise pursues, advocates, opposes and insists on, and guide and motivate employees through easy-to-spread language.

Excellent corporate philosophy should be accurate and spreadable, with the following four characteristics:

◆ pertinence

◆ Systematization

◆ Spreadability

◆ Ductility

Second, corporate visual identity

In visual design, Li Chuang emphasized the design that embodies value, the "scientific and solid system" and the "integration of all things". Only systematic and unified value expression can produce resultant force.

Excellent visual design should be rich in connotation and appeal, and achieve the following three goals:

◆ Solve the question of "Who am I".

◆ Design should make the value visible.

◆ Design can only generate power if it forms a system.

◆ Corporate image solution "Who am I?" problem

Image and identity complement each other. When the identity of an enterprise changes, its image should also change accordingly, so as to match its identity and accurately convey the value of the enterprise.

1

British BP oil company has changed from "the largest oil company in Britain" to "a company providing all-energy solutions", and its identity has changed greatly. Its core image has also changed from a shield to an energy flower ―― yellow stands for safety and green stands for environmental protection. English has also changed from uppercase to lowercase bp, which shows that bp is still a learner in the field of new energy, and this identity is also expressed accurately in the image.

◆ Design should make the value visible.

The existence of any enterprise has its own reasons and unique value different from other enterprises, and has different values for different objects. Only when these values are fully seen, disseminated and experienced can they play their due role.

◆ Image can only be generated by forming a system.

As far as the whole enterprise visual identification system is concerned, it is necessary to have not only a good enterprise logo, but also a standard color, standard words and logo combination specification, and apply them to every detail of the enterprise in a standardized way, so as to create a consistent brand information environment, reflect the value of the enterprise, make the visual image of the enterprise everywhere, form a complete, powerful and systematic visual atmosphere, infect related objects to the greatest extent, and continuously accumulate the image of the enterprise.

Third, corporate behavior identification.

Behavioral identity is based on company philosophy,

Management means fully embodying this concept in the code of conduct.

Through the implementation of norms, employees can form good work habits or service behaviors.

So as to create an atmosphere conducive to business development and create an excellent service brand.

Excellent behavior identification should be rigorous, unique and binding.

Thought determines behavior, but indoctrination should start with management behavior.

◆ To people: behavior-habit-character-fate.

◆ For enterprises: behavior-habit-culture-developing excellent corporate behavior identification can solve the following problems:

● Solve the problem of integration of corporate philosophy and code of conduct.

● Solve the problem of the combination of * * and personality of employees' behavior in enterprises.

● Solve the pertinence problem of the code of conduct for special posts.

● Solve the problem of behavior identification and image establishment of service window.

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Question 7: What is the difference between corporate image and brand image? Corporate image refers to people's overall impression of the enterprise through various signs of the enterprise (such as product characteristics, marketing strategy, personnel style, etc.). ).

Brand image refers to the personality characteristics of an enterprise or one of its brands in the market and the public's mind, which reflects the evaluation and cognition of the public, especially consumers.

Question 8: What does the corporate VI image mean? Enterprise visual image recognition system.

Including: LOGO, standard color, slogan and so on.

In order to let the public know the brand better, enterprises should establish their own visual VI system.

For example, you think of McDonald's when you see the yellow M.

Question 9: What is the corporate image? Your image, my image and his image are the corporate image. Your ability, my ability and his ability are the competitiveness of the company.

Image is an important basic quality of an employee, because the company knows that the image of an employee not only leaves an impression on customers through appearance, but also leaves an impression on customers through communication behavior and professional etiquette, which reflects the company's reputation, the quality of products and services, and the quality and level of company managers. By judging the company's employee image, customers can judge the company's service and reputation, and the employee image directly affects the company's reputation.

If a company's employees can convey the company's value through appearance, behavior and customer relationship, then the company is a successful enterprise. As a British president described it, "a famous brand worth tens of millions of pounds can be degraded by a few boys who are casually dressed, stiff and pacing at the door with a cigarette in their mouth when meeting customers!"

Image is not a simple combined concept of dressing, appearance, appearance, hairstyle and makeup, but a comprehensive and all-round quality, which is the impression left by the combination of appearance and inner. The appearance of success contributes to the success of your career, and can also undermine or hinder the smooth development of your career.

Question 10: What is the role of a good corporate image? A good corporate image is like a vacuum cleaner, which can attract various social resources.

1 to attract more customers. For example, many famous brands have many fans and markets.

2. Attracting investment and capital. Investors are willing to buy stocks and bonds of enterprises, and banks are willing to lend them more money.

3. Get the support of political resources. The first stop for many famous western companies to enter China is to establish contact with senior leaders and get support.

4. Obtain high-quality talents. High-quality talents prefer to work in a good company.

5. Other support. Such as the media, will give them better support. Every time Microsoft and Apple hold a press conference, they don't have to spend money, and the media all over the world promote it for them.