品牌图腾：打造品牌核心价值新思维(国外英语资料).doc

品牌图腾：打造品牌核心价值新思维 In recent years, discussion about the core value of the brand concept is very hot, but when people ask, what is the core value of the brand, how to create brand core value, there is no definite ideas or create programs, and grass close but no, almost can not find out which book gives the answer. The author collected many well-known brands together, found a rule, the higher a core value of the brand, often have a similar meaning of totem brand, and this is just the core of low value brands do not have the. And this kind of thinking of relying on brand totem to build brand core value is exactly what this article wants to discuss, which is used to realize the new thinking of creating brand core value. I. brand totems and their functions We are talking about the brand totem, refers to the spiritual significance of brand all the imagery concentrated, casting a abstract, natural fusion of the spirit of the brand personality, visual symbol, it is a sign that the brand has the core identification, significantly different from other brands. (1) the difference and relation between brand totem and CI First of all, brand totems are similar to CI, and each of them has a visual sign that injects a spirit of value into the logo of the two. Only one is brand recognition, one is enterprise identification, the two concepts are different, but many enterprises have only one brand, brand recognition is enterprise identification, so it is often vaguely equated with it. Secondly, in the past many enterprises do VI, signs often focus on the design of enterprise, do BI, and often too obscure, but also may be related to the VI line, causing the logo, the concept is a concept, not hope to know the meaning, the lack of integration, the results of many companies spent a lot of money to do CI, and no effect out. The significant difference is that the brand Totem will have a natural discernment and ideas, such as: White Crane, Haiers Haier brothers Marlboro horse, Coca-Colas red