CIS (Corporate Identification System)

The original meaning of CIS is corporate image.

In China, people's understanding of the concept of CIS has gone far beyond its concept itself.

CIS is the abbreviation of a set of English words, in which the meaning of c can be understood as (l)Corporate, social and legal person, (2)City, (3)COllfltfy country, and the meaning of I is (1)Identity, which is recognizable and unique, (2)Image image; S means System, system.

Taken together, the abbreviation CIS can be interpreted as a national image system, a city image system, a corporate image system and so on.

Its identification function lies in the difference between brands.

a complete CIS system is usually composed of the following five elements (l) mind identity, which is an * * * isomorphism composed of values, strategies and goals, and plays a guiding role in the behavior of enterprises.

(2) Visual recognition, designed according to mind identity, is a visual interpretation of mind identity, and its popularity depends on the transmission and repetition of information to realize cognition.

because most of the information received by human beings is received through vision, visual recognition plays an important role in the whole system.

(3) Behavior recognition, which is a management norm and behavior criterion, plays an important role in the setting and dissemination of visual recognition. Effective and accurate implementation of behavior recognition plays a role in establishing visual recognition, and vice versa.

(4) Auditory recognition, which can be used in places where mind identity and visual recognition are impossible, plays a role in adding color to mind identity and behavioral recognition, and has an associative sublimation effect on visual recognition.

frequent use of auditory recognition can strengthen cohesion.

(5) Taste recognition is of special significance to the brands of food, perfume and other commodities. It is a unique way of recognition, so the impression will be extraordinary.

if these five elements can be used freely and flexibly, it will have unexpected effects on the shaping of corporate brands.

Because of the positive role of CIS, all walks of life have benefited a lot, and the news media have also publicized it. Some newspapers and magazines have also set up relevant columns.

Enterprises in China are flocking to CIS, and even some people misinterpret CIS as "the last trump card of enterprise management strategy.

"In fact, CIS theory is only the science of image system, management and communication.

There is no absolute truth in the world. Any enterprise has its life cycle, sickness and death, and a doomed enterprise cannot be saved by any "trump card".

China's national conditions and culture have their own characteristics, and this foreign theory cannot be directly applied to China enterprises.

blindly applying foreign theories will not only cause economic losses, but also cause conceptual confusion. We have a history in this regard.

China is short of world-famous products, and the new market mechanism is also in the process of establishment and perfection. The CIS cause in China will also have a process of growing together with China enterprises and products.

Therefore, the China-type CIS theory is still in the process of perfection. Only when China truly achieves the strategic positioning of enterprises, the concretization of enterprise identification, the standardization of image management and the legalization of image protection, can the China brand become a world famous brand, and the China-type CIS theory truly mature.

Brand embodies a long-term and stable relationship between consumers and products. Brand building needs a long and complicated process. It must first go through the brand impression stage formed by consumers' contact and attempt with the brand, then it must go through the brand re-recognition stage of recognizing the quality of the goods or services represented by the brand, and finally, it needs to go through a habit cultivation stage of generating brand loyalty.

CIS runs through this process and becomes the most important.

CIS design is a people-centered design, and the greatest significance of its existence lies in the identifiability of its operation behavior. First of all, mind identity has stipulated the brand positioning, and the segmentation and targeting of the target population make the whole CIS system targeted, just like an engineering plan dominates the overall situation.

second, visual recognition will create a brand image that is most suitable for consumers' visual habits to promote consumers' understanding and re-understanding of the brand.

Third, behavior recognition conveys brand affinity and product quality by interpersonal communication. Behavior recognition's regulation and guidance on behavior often leads to high-quality products or high-level services, which is the basic premise for consumers to know the brand.

Fourthly, the function of auditory recognition and taste recognition is to lock the brand impression that has been generated and establish a firm brand usage habit.

in a word, the orientation of CIS elements has included the connotation and extension of the brand.

the process of brand creation is also the process of CIS introduction.

in this sense, CIS is a systematic project to create a brand.

Over the years, we have been discussing CIS in industrial design, CIS in public relations and CIS in graphic design. Perhaps we don't need to define the attribution of CIS in a hurry, although theoretical discussion is also very important. China needs not only a group of corporate culture theorists, but also a group of doers who can provide services for enterprises and follow scientific laws.

what customers need is not just a beautiful logo or a sales advertisement, but a complete solution to the problem.

it must be admitted that with the support of * * * and the concerted efforts of entrepreneurs and designers, the CIS business in China has achieved fruitful results.

However, there is no monograph to sum up these advanced experiences in time, and colleges and universities also lack an example textbook that can make clear the meaning.

We hope that the publication of China CIS Yearbook will help solve these objective problems.

China CIS Yearbook is a collection of works of China CIS career.

Its editing process has gone through three large-scale review meetings. More than 3 experts and scholars from all provinces, municipalities, autonomous regions, Hong Kong, Macao and Taiwan Province gathered in Liaoning University to review more than 6 works submitted from all over the country.

after careful screening, * * * selected 24 works in China CIS Yearbook, including 14 works with gold medals.

These works basically represent the highest level of CIS in China.

Stylistically speaking, this book has three characteristics:

First, the selected works are classified according to the trademark classification method of the State Administration for Industry and Commerce, so as to conform to the practice of trademark management of international enterprises.

(See Appendix for the Table of Distinguishing Similar Goods and Services by the Trademark Office of the State Administration for Industry and Commerce).

Second, most CIS examples are provided with detailed text descriptions, which can help readers accurately understand the background of CIS import at that time and the whole process of the project.

thirdly, a large number of CIS examples of city images are included.

The publication of this yearbook is conducive to international integration and accelerating the internationalization of China brands; It is beneficial for enterprises to learn advanced experience in time and communicate with designers deeply and extensively; Conducive to the development of China-type CIS theory; It is helpful for readers to have a rational understanding of the development of China CIS in the past 2 years.

The publication of the China CIS Yearbook is a major event of CIS in China.

Here, I would like to thank people from all walks of life for their great support in the compilation, publication and distribution of the Yearbook, and thank colleagues from all over the country, including Hong Kong, Macao and Taiwan, for their active efforts. I hope that we will work together to make China's economy stand tall in the world economy and work hard for the development of CIS in China!