At present, CI is generally translated as "corporate visual image recognition system"
CI is a systematic brand-name trademark action strategy. As the "root" of the externalization of corporate image, the two systems, business philosophy and code of conduct, were formulated after a large number of investigations and careful studies, which are the code of conduct guiding the operation of the whole enterprise and a development rule of the enterprise.
This kind of norms and rules are widely spread to the public through a series of behavioral operations, thus establishing a good brand-name trademark image among the public. In this sense, CI is a strategy.
CI is the unified gist of enterprise goals, ideas, actions and performance, and an important part of enterprise management strategy, which promotes the whole enterprise in communication activities inside and outside the enterprise.
Specifically, the content of CI is subdivided, and the underflow of CI is the main brain part of the whole enterprise and the only foundation for the existence of the enterprise.
The establishment of CI is to classify enterprises as entities different from others, such as "This is me!" Same thing
Clear self-assertion is the most basic rule in the essence of words.
Especially in the 2 1 century, enterprises have begun to shift from comprehensive management to more specialized management track, and CI emphasizes that self-discipline has become a means for enterprises to seek to consolidate their career foundation.
I as far as the enterprise itself is concerned, it should refer to the identity and subjectivity of the enterprise, and the fundamental meaning of subjectivity is "who am I" and self-identity; From the perspective of identity, identity is the * * * commonality of some things in the enterprise itself.
Therefore, enterprise CI strategy is a unified arrangement of various substantive and practical information such as enterprise behavior, business philosophy, development strategy, production scale, technical strength, products and services, social responsibility, etc. , through various available media to promote the brand image as the core. And communicate completely with the enterprise and the public in various forms, so as to gain the understanding, recognition, love and trust of employees and the public, and establish a good and distinctive brand image of the enterprise, so as to be invincible in the fierce market competition.
The main function of CI is to explain in detail that the implementation of CI strategy by enterprises can often change the enthusiasm of all aspects of enterprise organizations, thus comprehensively acting on relevant organizations and individuals of enterprises and producing all-round effects.
In a nutshell, CI has the following functions.
First, the recognition function The most basic function of CI is recognition function-mental identification, behavior recognition, especially visual recognition.
CI can distinguish enterprise products from other similar products.
In the commodity life of modern society, the product quality, performance, appearance and promotion means of various enterprises are more and more similar. Only by guiding CI, establishing a unique and good corporate image, thus improving the non-quality competitiveness of enterprise products, can enterprises stand out from the market competition, be unique, gain a unique market position, finally gain unanimous recognition from consumers, and establish brand preference and confidence.
The advantage of CI identification lies in that it takes the enterprise as the marketing object, forms a unified image concept of the enterprise's concept, culture, behavior and products, which is expressed by visual symbols and spread in all directions, so that the public can identify the enterprise from multiple angles and levels and decide whether to choose it. No matter from which angle or aspect, the information obtained is consistent and the conclusions drawn will be consistent, because identification is the function of CI identification, and it
(1) Language recognition Language recognition refers to the language used by an enterprise to symbolize its own characteristics, including the slogan of enterprise spirit, the advertising language of enterprise products, and the propaganda language of enterprise system. , to achieve the purpose of recognition.
Among them, the most attractive and inspiring slogan is enterprise spirit, which is called "key words" abroad, that is, to express the corporate image in concise language, measure some symbolic behaviors, and represent the thought and spirit of the enterprise.
For example, "IBM is a service"
Haier's "Sincerity Forever", Changhong's "Taking the country's prosperity and national economic revitalization as its own responsibility", hongta group's "There are jade smoke in the world, and there are still days behind" and so on.
If the key words are not selected properly, the essence of the words will often be lost.
Therefore, the determination of keywords must be carefully designed, all the peripheral factors of the enterprise should be sorted out and analyzed from the perspective of intelligence value, and a "keyword" that all employees of the enterprise can agree with should be constructed from the reality of the enterprise itself.
Generally speaking, there are two considerations in the design of this keyword: one is strong personality, and the other is profound meaning.
For example, "Wan Jiale, Lewanjia" is a key word for skillfully using the brand, integrating the brand name with the enterprise concept, and fully displaying the product image.
(II) Image recognition Image recognition refers to the use of symbols, standard fonts, standard colors and other graphics and images that symbolize the characteristics of enterprises to achieve the purpose of recognition.
Because image recognition is more effective than language recognition, CI communication should cooperate with the booming visual communication media, and convey the enterprise spirit and management concept with personalized visual design system, which is the most effective way to establish corporate visibility and shape corporate image. This is also the reason why Chinese and foreign enterprises attach importance to corporate logo, standard font and standard color when introducing CI.
With the development of the world economy, international exchanges are becoming more and more frequent. When there are barriers in languages of different countries, images can be regarded as "world languages", without barriers, which is beneficial to communication.
We can compare and analyze some world-famous brand logos, which have the following characteristics: concise, lively and strong personality; Clear meaning, avoid ambiguity; Bright colors, easy to remember, easy to cause association.
For example, McDonald's capital "M" logo, Jianlibao's gymnast sports characteristic logo, Haier Group's English standard characters and children's mascots, Kelon's logo symbolizing avant-garde and scientific sense, etc.
(3) color recognition color recognition refers to the identification of enterprises with colors that symbolize their own characteristics (that is, enterprise standard colors)
Everyone has this aesthetic psychology. Seeing beautiful colors is easy to cause pleasure, and they can remember them quickly, which shows that colors have very strong recognition. This is because colors can cause differences, colors can cause associations, and colors can render the environment.
In the typical case of China enterprises introducing CI, we can see the example of standard color showing products and enterprise personality: Haier Group takes "Haier Blue" as the standard color, which reflects the functional characteristics and product image of home appliances such as air conditioners, refrigerators and freezers; Similarly, Midea Group uses blue tones to express the image of home appliances such as air conditioners and fans and corporate image, giving people a sense of beauty.
The "Sun God" who produces oral liquid uses three contrasting colors of red, black and white to form a contrast, showing enthusiasm, joy, health and upward enterprise spirit, product image and business philosophy.
Second, in the process of developing and importing CI, management functional enterprises should formulate CI manuals as internal regulations for all employees to study and abide by.
As an internal "constitution", this manual ensures the unity and authority of the enterprise identification system.
The main function of CI manual is to improve the internal management system of enterprises.
For enterprises with the same currency, the content of CI manual is different. If some units have branches, there should be other provisions of CI system, or a separate book should be published for different branches to enhance operability.
However, no matter what the content is, once the CI manual is formulated, enterprises should meticulously strengthen the implementation of the CI manual, ensure that all the work of enterprises, from product production and sales to service, from employees' life and work to the Ministry of Education, are orderly, and raise the management of enterprises to a new level and height. It can be said that the implementation of CI in enterprises is a powerful tool to strengthen internal and external management of enterprises.
The management function of CI is also reflected in that when an enterprise has a clear CI system, managers will always make the enterprise work towards the established goals. CI is like giving managers a list of thoughts, which provides a set of established principles for dealing with complex chores and allows managers to make correct decisions quickly and decisively.
A clear, complete and positive corporate image can make employees see the existence of the enterprise, thus enhancing their closeness to the enterprise and stimulating their enthusiasm and creativity.
A good corporate image can also win the understanding and support of corporate stakeholders, such as raw material suppliers, financial departments, credit support and so on.
Enterprises participating in social welfare activities can win the public's love and trust. By introducing CI system, enterprises can establish a good image in the eyes of the public and establish a harmonious relationship with society, so that enterprises are not only molecules of social economy, but also components of social civilization.
However, when we see the important role of CI, we should have a clear understanding that CI does not exist in isolation, but is combined with enterprise management, quality management, cost management and financial management, which complement each other and are indispensable.
Therefore, when emphasizing the importance of CI, we can't ignore other aspects of enterprise management at all.
Three. Communication function as the public's impression and overall evaluation of enterprise activities, corporate image can not be separated from the dissemination of corporate information.
How to make information transmission accurate, effective, economical and convenient has always been the goal pursued by entrepreneurs, and the communication function of CI has unparalleled advantages in this respect.
(1) The effective dissemination of the public's impression of the enterprise comes from various information dissemination, such as the visual identification system, behavior identification, various mass media and direct or indirect contact with the enterprise.
Among these public information channels, VI system is the most direct and effective. The reasons are as follows: First, people get the most information from vision, because the information collected through visual equipment has high recall value in human memory.
Therefore, with the rapid development of visual communication media, it is the most effective way to improve the visibility of enterprises through the development and design system of visual symbols to convey the business philosophy of enterprises.
Secondly, the enterprise information spread by CI visual identification is unified. CI conveys enterprise information through unified visual design and systematic, integrated and centralized processing methods, which can cause differentiation and strong impact and easily form a deep impression in the public mind.
Thirdly, the information spread by CI is full of emotion.
Whether the public can recognize the corporate image and then incorporate the deepest core concept of corporate image into the public value system ultimately depends on the emotional appeal of enterprises in information transmission.
The information transmission process of CI not only stimulates the public's senses with unique visual symbols with strong appeal, but also emphasizes the integration of concrete visual appearance and abstract connotation concepts, conveying additional cultural values and rich emotions to the public. The closer the visual recognition system is to people's sensibility, the more the enterprise value, enterprise culture and enterprise style it conveys can win the trust and praise of the public.
(2) The introduction of CI system into economic and convenient communication enterprises can also make information dissemination more economical, which is due to the integrity and unity of CI.
With the establishment of visual identification system, all relevant enterprises and enterprise departments can follow a unified design form, which can be applied to all design projects. On the one hand, it can receive a unified visual recognition effect, on the other hand, it can save time and reduce the design and production cost. Especially after the identification design manual is formulated, the design can be standardized, programmed and simplified to ensure a high design level.