According to the three levels of corporate image, corporate image identification (CI) can be divided into three types: corporate ideal identification (MI), corporate behavioral identification (BI) and corporate visual identification (VI). level.

(1) Concept identification (MI). Identity MI's full English name is Mind

Identity, which means that an enterprise is different from other enterprises because of its unique business philosophy, purpose, goals, spirit, ethics, style, etc. MI is the soul of CI and the driving force of the overall system. It plays a decisive role in BI and VI and is expressed through BI and VI. Just like a person's inner unique temperament can only be felt through his behavior and appearance. Among the elements of concept identification, the corporate group values ??are the core element.

(2) Behavior identification (BI). Behavior Identity BI stands for Behavior

Identity in English, which refers to the difference between one enterprise and other enterprises shown by the words, deeds and various activities of the enterprise organization and all employees under the leadership of the corporate philosophy. BI is a dynamic identification form of corporate image planning, which is different from static identification forms such as corporate names and logos. From the perspective of the objects of BI implementation, it includes internal activity identification and external activity identification. Since the behavior of employees and their groups (including language) is itself a communication medium, the audience can directly have a knowledge of the company without resorting to other communication media, thereby forming an understanding of the company's image; and the words and deeds of employees are all part of the company's It is manifested under the influence of values ????and other conceptual elements, so behavior recognition is actually the most important carrier of concept recognition.

(3) Visual identification (VI). Visual Identity VI is the abbreviation of English Vision

Identity, which refers to an enterprise that is distinguished from other enterprises due to its unique name, logo, standard words, standard colors and other visual elements. The expression of VI must use some kind of material carrier, such as factories, shops, billboards, product appearance and packaging, etc. According to ergonomic research, the main way people obtain information is through vision, accounting for about 80%. Therefore, VI is the most intuitive and impactful part of the entire corporate image recognition system. People's understanding of CI begins with VI, and early CI planning was mainly VI planning. Although VI is easier to implement and more effective than MI and BI, its impact on corporate image is not lasting and profound, and sometimes it is difficult to fully reflect MI and the content of CI, so it is divorced from concept identification and The visual recognition of behavior recognition itself lacks vitality

The meaning of CI

In order to further understand CI, we can understand it from the following perspectives:

(1 ), CI is the process of shaping corporate image. Some people confuse CI with corporate image, which is a misunderstanding. CI is the practices and measures to shape the corporate image. To be more precise, it is the process of taking various measures to shape the corporate image, but it is by no means the corporate image itself. Corporate image building is not something that can be completed in just one or two days, which also reflects that implementing CI is not just an activity, but a long-term process.

(2) CI is a systematic project of enterprise management. Some business leaders believe that the company already has a name, logo, and trademark, so what kind of CI planning is needed? This is due to a one-sided understanding of CI. Japanese CI also involves all aspects of corporate culture and corporate practices, and is a highly systematic overall corporate behavior. Because they don't understand this, the CI undertaken by some advertising companies only stays at the art stage of visual image design, resulting in some companies spending money without seeing any actual results. The systematic nature of CI is why many people call it "CIS".

(3) CI is an investment behavior of an enterprise. Since companies often lack experts who are proficient in CI, their CI planning is basically entrusted to specialized consulting companies, public relations companies, and advertising companies.

According to the current domestic situation, it generally costs 300,000 to 1 million yuan, and the CI investment of Shaanxi Caihong Group, Henan Xinfei Group, and Guangdong Shanshan Group is more than 2 million yuan. Some companies feel that it is not worth spending so much money all at once without necessarily seeing immediate results. This view lacks strategic vision. Because it often takes one or two years or even three to five years or more from the introduction of CI to the completion of implementation, and its effects are manifested with a lag. If you cannot realize that CI is a valuable investment for the enterprise, it is difficult to understand this. of.

(4) CI is an integral part of corporate business strategy. In the process of shaping a corporate image, the most important thing for CI is to disseminate information about corporate philosophy, behavior, and visual elements. We know that in the face of increasingly fierce market competition, strategic management that takes the overall situation as the object and is oriented to the future is an inevitable choice for enterprises. When formulating a corporate development strategy, we must take an overall perspective, comprehensively consider supply, production, technology, sales, service, finance, personnel and other aspects, and formulate an action plan for corporate business activities based on the needs of overall development. The shaping of corporate image is an inevitable issue in corporate development strategy. To give a correct answer to this question, the introduction and implementation of CI is a wise choice for far-sighted entrepreneurs. Therefore, we emphasize that CI is not an isolated corporate behavior, but an information dissemination strategic behavior that affects the future development path of the company.