海天味业品牌与识别规划项目说明

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1、海天味业品牌与识别规划项目说明娴峰ぉ鍛充笟鍝佺墝涓庤瘑鍒鍒掗」鐩鏄?鏈枃鐢眆inecen璐＄尞娴峰ぉ鍛充笟鍝佺墝涓庤瘑鍒鍒?椤圭洰璇存槑EnterpriseIGBrand&IdentityConsultantsJun3,2002浼氳璁▼鈥?椤圭洰鐩爣纭鈥?椤圭洰瑙勫垝涔嬫€濇兂鍩虹璇存槑鈥?椤圭洰浣滀笟娴佺▼鈥?椤圭洰灏忕粍鐨勮亴璐ｅ垎宸?鈥?椤圭洰杩涘害鈥?閰嶅悎浜嬮」椤圭洰鐩爣鈥?鍗忓姪娴峰ぉ鍛充笟瀹屾垚浼佷笟瀹氫綅鍜岃瘑鍒?鈥?浼佷笟瀹氫綅鈥?瑙嗚褰㈣薄鐗硅川鈥?鏍囪瘑鈥?璇嗗埆鍩烘湰绯荤粺鈥?璇嗗埆搴旂敤绯

2、荤粺锛堣鏀夸簨鍔＄敤鍝侊紝骞垮憡瀹ｄ紶绯荤粺锛?鈥?鍗忓姪娴峰ぉ鍛充笟瀹屾垚鈥滄捣澶┾€濈殑浼犳挱鑻辨枃鍛藉悕鈥?鍗忓姪娴峰ぉ鍛充笟瀹屾垚鐩稿叧鍖呰鍝佺被鏁寸悊鍜岃璁?椤圭洰瑙勫垝涔嬫€濇兂鍩虹鍝佺墝鏄粈涔??鎬濇兂琛屼负=鍝佺墝=澹拌獕褰卞搷鍝佺墝褰㈣薄鐨勫厓绱?Consumers娑堣垂鑰?Communication浼犳挱鏀跨瓥鏂归嚌鍏ч儴鍌虫挱浜轰簨绛栫暐BrandIdea鍝佺墝姒傚康鍝佺墝鏋舵璀樺垾璞″镜寤ｅ憡涓撴鐒︾偣Behavior琛屼负Employees鍛樺伐鐕熼亱绠＄悊绲勭箶绲愭Strategy绛栫暐Investors鎶曡

3、祫浜?璇嗗埆绠＄悊绯荤粺鏄?鈥?鍝佺墝鐨勫熀纭€骞冲彴鈥?浼佷笟鎴栦骇鍝佸搧鐗屽舰璞℃矡閫氱殑宸ュ叿鈥?鍝佺墝褰㈣薄绠＄悊鐨勫伐鍏?BrandPositioningBrandIdentityBrandImage鍝佺墝瀹氫綅鍝佺墝璇嗗埆鍝佺墝褰㈣薄鍝佺墝瀹氫綅浜?鍝?鐜?澧?鍏徃鍚嶇О鏍囧織骞垮憡鍏叧浜嬪姟鐢ㄥ搧浜?鍏紬娑堣不鑰?璁ょ煡浜嗚В濂芥劅淇¤禆鍛樺伐/缁忛攢鍟?鑲′笢鍏锋湁绔炰簤鍔涚殑鍝佺墝褰㈣薄璇嗗埆鐨勫唴娑?浼佷笟瀹氫綅绗﹀彿鍖?绯荤粺鏍囧噯鍖?浣滀笟娴佺▼娴佺▼瑙勫垝鍜ㄨ鏀堕泦鍜岀爺绌?绠＄悊璁胯皥缁忚惀绛栫暐瑙勫垝瑙嗚瀹℃煡璇

4、嗗埆绯荤粺瀹℃煡鍝佺墝瀹氫綅鍜屾灦鏋?缁忚惀鍏辫瘑TheBrandAlignmentprocesssm鍝佺墝鏍″噯娴佺▼鍝佺墝鎺㈢储鈥?鈥?鈥?鈥?鈥?鈥?鎴戜滑鏄皝鎴戜滑鐨勭嫭鐗圭偣鏄粈涔?鎴戜滑琚浣曡鐭?鎴戜滑涓轰粈涔堣濡傛璁ょ煡鎴戜滑杩樺彲浠ュ浣曡璁ょ煡鎴戜滑鍙互鎻愪緵浠€涔堟牱鐨勯【瀹环鍊?TheBrandAlignmentprocesssm鍝佺墝鏍″噯娴佺▼鍝佺墝鎵胯鎴戜滑鐨勬効鏅槸浠€涔?鎴戜滑缁欏鎴风殑鎵胯鎴戜滑鏄惁鍙互鎷ユ湁姝や竴鎵胯姝や竴鎵胯鏄惁鍙互娓呴櫎鏈夊尯闅旂殑鎰熷姩瀹㈡埛鈥?姝や竴鎵胯

5、鏄惁鍙互鏈夋剰涔夌殑鎴愪负婵€鍔卞憳宸ョ殑鍘熷姩鍔?鈥?鈥?鈥?鈥?绗簩闃舵鍝佺墝鎵胯鈥?娴峰ぉ鍝佺墝鐨勭珵浜変紭鍔?鈥?娴峰ぉ鍝佺墝鐨勫搧鐗岀洰鏍?鈥?娴峰ぉ鍝佺墝鐨勫搧鐗岀壒璐?鈥?娴峰ぉ鍝佺墝鐨勫搧鐗屾壙璇?瀹氫綅鎻忚堪(PositioningStatement)杩滄櫙(Vision)5-10骞村悗锛屾湡鏈涜揪鍒扮殑甯傚満鍦颁綅浠ュ強鍙戝睍鐨勮妯°€?浣垮懡(Mission)缁勭粐瀛樺湪鐨勪环鍊?绛栫暐(Strategy)寮哄寲绔炰簤鍔涗箣鍏蜂綋鍋氭硶鍙婄粍缁囪祫婧愯繍鐢ㄨ鍒?鑳藉姏鎵€鍦?(AreaofCompetence)涓撻

6、暱鍜岃惀涓氳寖鍥达紙闀挎湡鐩爣锛夈€?鍝佺墝浠峰€?(BrandValue)瀵瑰鎴风兢鎵胯鐨勪环鍊笺€?鏈熸湜鐨勪紒涓氬舰璞?(ExpectedImage)鏈熸湜鍦ㄦ秷璐硅€呭強鍛樺伐蹇冧腑褰㈡垚鐨勮鐭ュ唴瀹广€?瀹氫綅鍏夎氨:浠庡姛鑳藉鍚戝埌浣垮懡瀵煎悜浣犵殑绋熻肠浣犲仛浠€楹?浣犲浣曞仛浣犳槸瑾?浣犵偤浣曡€屽仛灞€ч鍒?鐢㈠搧鑸囨湇鍕?鎶€琛撹垏鏂规硶鍊嬫€ц垏鍍瑰€艰浣垮懡鑸囦换鍕?鏈夊舰瑕佺礌鐒″舰瑕?绱?VisualidentityWhattheystandforThespiritofrefreshment.Onlythe

7、originalwilldo.BringingpeopletogetherAffordablegoodfoodforthefamilyBrandattributesRefreshingExcitingSociableRedBrandtheme鈥淎lwaysCoca-Cola鈥?TrustConvenienceValue--Theworld鈥檚leadingprovideroftravelservicesTodoagreatjobforourcustomers,stockholdersandemployeesbybeingthepre-eminentbu

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