品牌识别的动态管理

Dynamic Management of Brand Identity

品牌识别有品牌精髓、品牌核心识别和品牌延伸识别。在保持品牌核心价值持续稳定的前提下,应对品牌的核心识别,特别是延伸识别进行适度的调整,以适应消费者需求的变化,即品牌识别必须进行动态管理。品牌识别动态管理的内容主要包括调整时机的选择、调整内容的决策和调整方法的应用。

Brand identity is known in terms of essence, core identity and extended identity. Except for the stable essence indenity, the core identity and extended identity should be adjusted according to the change of customer demand. Brand identity should be dynamically managed in three aspects including flaring, decisionmaking and methodology.