形象策略及其架构

Structure of Corporate & Brand Identity

针对企业与品牌形象建设过程中的重要环节———形象结构的设定与运用,论述了形象结构规划与企业运作及产品营销之间的内在联系。通过对各类形象架构(如统一型、多元组合型、品牌型)特征与作用的分析,指出形象的结构问题客观存在,形象的结构性要素植根于企业的组织体系,关系到企业的经营策略。合理的形象结构不但应表明企业是如何组织的,如何管理自己的产品,而且要考虑如何针对市场与消费形成传播的优势。

The inherent relation between image plans and business management discussed from the point that the structure of corporate and brand identity is an important step to establish the whole image. It was put forward that the factor of image construction derives from the composition of corporate organization and product exploitation strategy through analyzing the peculiarities and functions of several kinds of image structures. A reasonable image structure should not only indicate how the corporate is organized but also aim at how to bring about communicational advantage.