problem description:
advertising planning problem
analysis:
what exactly do CIS, VIS, MI and BI mean?
CIS(Corporate Identity System) is actually a very common term. Most people think that it is just to design a Logo. As for what VI, MI and BI refer to, few people know, let alone understand the connotation of CIS.
in the field of CI, Japan is quite mature and has made remarkable achievements, so most CI nouns come from Japan. The ratio of reference to Japanese literature in the study of CI in Taiwan Province is also quite high. Among these nouns, the most important one is "Identity".
what is Identity? In the dictionary, the meaning of Identity is: "identity, absolute identity, ontology, identity, identification ..." In fact, it refers to being able to identify the ontology, which is called Identity, just as an ID card represents a person, and a person with a Mercedes-Benz is a rich man with a successful career.
brand recognition is called Brand Identity. For example, Brown Coffee's character modeling, Corporate Identity, like McDonald's M-shaped Logo with red background and yellow, can also be used in the Retail Store, or even a department or a group of people. As long as it can reflect the characteristics of ontology, it can be applied.
◎ the structure of identity
The main structure of identity has three levels, and the most important ones are: 1? Find out the Position, determine your position according to the advantages and disadvantages of environment, competition and target object, and clarify the subjectivity of self-existence; 2? Symbolize it and transform it into a set of symbol system which can represent positioning and has affinity, recognition and extension; 3? Consistency and standardization should be constantly required in application. If it is not controlled in application, it will gradually deform and lose its representativeness because of people, places and times.
1? Subjectivity
"subjectivity" basically refers to the main values, characteristics, personality, etc. of the ontology. As an enterprise, it includes the combination of the following items:
● Enterprise vision
● Definition of business field
● Business philosophy
● Value system, values
● Competitiveness
● Main features and uniqueness. Symbolization
The process of symbolization is to transform the characteristics of the subject into unique shapes, standard words and colors that can arouse preference.
3? Standardization
Standardization is usually through a set of standardized model requirements, so that Identity can appear in the same appearance at any person, time and place.
◎CIS is the communication strategy of an enterprise.
CIS communication strategy is mainly divided into three parts. First of all, it is necessary to sort out the Mind System according to the business strategy of the enterprise. The mind system is the general direction of all communication behaviors, while the substantive communication focuses on behavior and vision. The Behavior System focuses on education and training internally, and aims at active communication concept externally. The Visual System is divided into two parts: the basic system and the application system.
these three systems are almost the main parts of the CIS communication strategy, that is to say, when conducting the CIS import plan, we must first clearly define the subject's concept system, and then form a visual and non-visual implementation and communication plan according to the content of the concept system. The so-called visual system part refers to VI(Visual Identity): it includes the design of basic systems and application systems. The promotion of the non-visual part focuses on the change of internal staff values, the formation of corporate culture and even the cultivation of skills, while the external part publicizes the spirit and concept of the enterprise through activities and public relations.
◎CIS can improve corporate image
Through the operation of CIS, we can re-diagnose the overall health status of the enterprise, and find a competitive position for the enterprise according to the diagnosis results, and then take the new position as the pursuit goal. On the one hand, we can improve our business physique, on the other hand, we can communicate internally and externally, strengthen our image and reflect the overall new performance on products, services, corporate environment appearance, publicity and behavior norms.
and most importantly, a good corporate image is a corporate image with a sense of trust, and the trust of consumers is the foundation of corporate growth.
◎CIS example: Kenwood
Kenwood, formerly known as Trio, was once one of the three old-fashioned stereos in Japan, but its performance plummeted because it could not keep up with the market development. Trio, Shanshui and Pioneer were originally called the three major audio companies, among which only Pioneer adopted mass production system in line with the trend, while Trio and Shanshui continued to devote themselves to the development of sound quality technology, until the audio market entered the era of popularization, they still could not get rid of their paranoid figure. After the popularization of audio, many big manufacturers joined the development ranks one after another, and the whole market became a pioneer and divided into two parts, and Trio's performance went from bad to worse. Under this circumstance, Ichiyoshi Ishisaka, director of the Bank of Japan, was hired as the general manager, while Ishisaka strongly advocated the introduction of CI innovative image.
Trio was a joint company of three people shortly after the war. Later, in order to enter the United States, it was renamed Kenwood because it was impossible to register Trio, and some areas were even marked by the dual naming of Trio·Kenwood.
In internal management, all departments are selfish, and grass-roots personnel are not clear about the command system and who to report to. However, despite their poor performance, every employee is irrelevant. PAOS made an image survey in order to understand the impression of naming on consumers. The result shows that Trio is friendly, but vulgar. Kenwood gives people a cold feeling, but it is more accurate and emotional. Therefore, Trio is suitable for product promotion. After popularization, in order to meet the needs of high school students with the most urgent audio needs, Kenwood, which gives people an intellectual impression, can be used instead.
At that time, the name of Kenwood was hardly known in Japan, so after the promotion of CI, people did not notice the change of Trio, but accepted Kenwood through foreign information and established the impression that Kenwood was an imported brand. After the actual operation of CI, as long as it is Kenwood's products, the market acceptance is good. After three years, Kenwood completely replaced Trio.
Kenwood has excellent sound quality, but it is difficult to design CI according to the characteristics of characters. The "KENW" in the first half is a straight line, and the "OOD" in the second half is a curved line. The front and back paragraphs are completely different, and W, O and other letters are relatively wide, which makes the trademark very long. Therefore, we have to make a triangular black dot on W, which not only distracts the focus, but also makes the whole line look less long. Young people also began to put it on cars, and Kenwood stickers became the top fashion, and Kenwood stereos were gradually installed in every car.
after the introduction of CI, Kenwood's performance has increased by two times in five years. Because of the growth of performance, it is no longer necessary to rely on discounts or over-entertain dealers, thus saving promotional expenses.
The biggest mistake made in the original Trio era was that it paid too much attention to production and ignored the changes in the market. Through the operation of CIS, it re-examined its problems in the market and operation, focused on image rectification, strengthened the centripetal force and operational effectiveness of enterprises internally, deeply understood consumers externally, improved commodity strength and image strength, and pursued the image positioning of "high quality, advancement and sharpness", and finally turned losses into losses.
CIS is abbreviated as CI, and its full name is Corporate Identity System. It is translated as corporate identity system, which means "corporate image unification strategy". Since the American IBM company took the lead in winning the market by adopting this differentiation strategy in the 195s, CIS has been popular all over the world for half a century, and has been widely adopted by international enterprises such as Europe, America, Japan and South Korea, becoming a modern business strategy for creating international famous brands, which international experts call "winning strategy" and "a weapon for long-term market development".
CIS was introduced into China in the 198s, with Guangdong Sun God Group Co., Ltd. as the starting point. Over the past ten years, CIS has been accepted by the majority of enterprises in China and has become a development trend, with many famous domestic brands such as Haier, Changhong, Konka, Gree, Kelon and Jianlibao emerging, becoming outstanding representatives to revitalize the national economy.
with the trend of internationalization of market competition in the world economic integration, after China's entry into WTO, corporate brand awareness is rising, and CIS is used as a strategic weapon to plan corporate development, strengthen brand strategy and improve market competitiveness.
CIS has been enduring for half a century and has become the basic strategy for enterprises to establish brands and seek sustainable development. According to the different understanding and structural differences of CIS in different countries and regions in the world, there are two types of CIS: European-American CI and Japanese CI. "China CI" is being explored and formed. Entrepreneurs in China will also make beneficial contributions to the formation and development of "China-style CI" while exploring the "CIS Road in China" with their own characteristics.
European-American CI
Since its establishment, European-American CI has been defined as "using standard fonts and trademarks as a tool to communicate corporate ideas and corporate culture." From the practical point of view, CI design in Europe and America focuses on part VI, emphasizes the standardization of visual communication design, and strives for the unity of design elements and communication media, so that corporate logos, standard fonts and standard colors can be fully used in the whole enterprise, and the beautiful visual image can convey the overall information of the enterprise.
-----------. This cultural change has completed the sublimation from CI to CIS, that is, "CIS strategy".
compared with European and American CI, Japanese CI is an activity to clearly understand corporate philosophy and corporate culture. It focuses on the reform of enterprise concept and management policy, and the whole CI planning is developed with enterprise concept as the core. While paying attention to visual aesthetic feeling, it also focuses on comprehensively re-examining the enterprise from the aspects of enterprise concept and enterprise behavior, sorting out various problems of the enterprise, and standardizing employee behavior from the overall business thinking, enterprise positioning, value orientation and enterprise ethics, so as to promote production and create profits.
-----------. The similarity of "China-type CI" lies in the integration of the profound Chinese nation and the modern international management strategy. On the understanding of CI, "China CI" emphasizes the soul function of corporate culture and corporate philosophy; In terms of operation mode, it agrees with the CI view of three major identification systems engineering; In terms of appearance, "China-style CI" is closer to "Japanese-style CI", perhaps because they belong to the oriental national cultural system. However, the China color and national flavor of "China CI" are absolutely different from Japanese CI. "China-type CI" is rooted in the profound cultural foundation of 5, years, because it is a vast country, and because it is in the prosperous period of reform and opening up and rapid economic development, the "China-type CI" movement, which is developed by various types of China enterprises, should be a richer, more perfect and more personalized CI strategic system.
-----------.
the elements of corporate image are: product image, brand image, environmental image, operator image, public-private relationship image, social image and overall image.
-----------. According to the objective requirements of internationalization of market competition and the requirements of Chinese enterprises to promote CI and strengthen brand strategy, the organizing committee of China enterprise CIS strategy promotion seminar, during the second China enterprise CIS strategy promotion seminar sponsored by National Bureau of Statistics and Economic Daily in 1996, Eighteen well-known enterprises in China, including Air China, Haier, Changhong, Kelon, Konka, Gree, Hangang, Maotai, Jialing, Tsingtao Brewery, Kunyan, Goldlion, Jianlibao, Wan Jiale, Shenzhen Petrochemical, LU ZHOU LAO JIAO CO.,LTD, Tianxing Instrument and hongta group, jointly initiated the establishment of the China CI Promotion Organization, and contacted the voluntary enterprises to engage in CIS(Corporate identity system).
The purpose of "China CI Promotion Organization" is to "promote the CI cause and revitalize the national economy". The main task is to establish "China CI Training Institute", carry out CI theory training, training and case teaching for China management system, and put forward the implementation plan of introducing CI strategy according to the actual situation and needs of enterprises with the goal of "practical CI" training; Carry out systematic theoretical research on "China CI" strategy; Accept the consultation of enterprises on the introduction, implementation, promotion and management of CI; Editorial journals, such as China CI magazine and China CI series, and other theoretical research achievements, classic cases and professional guidance books and periodicals, and so on.
"China CI Promotion Organization" adopts group membership system. Any enterprise that voluntarily applies for membership and consciously fulfills its membership obligations can become a member unit.
---------------------