BIS:360°的品牌管理方案

BIS:An all-sided Brand-administering Project

品牌识别系统是近年来兴起的一种品牌管理的理论,这一理论可以帮助企业建立起一套全面的品牌管理方案。本文以福田汽车导入BIS系统的案例,分析了BIS理论的内容和企业导入BIS系统的过程,并与传统的CIS理论进行了比较。

Brand Identity System （BIS） is a new theory appeared in recent years. This theory can be used to help the corporations build an all-sided brand-administering project. With the case of Foton Motor, this article tells us the content of the BIS theory and the course of pushing BIS, and compares this theory with conventional CIS theory.