换标从革面到洗心管理（Changing labels from leather surface to washing the heart）.docVIP

换标从革面到洗心管理（Changing labels from leather surface to washing the heart） For Chinese enterprises, it seems that when a change mark climax, but the change is not to follow the trend of fashion, but there should be careful deployment. Strategy decides face The replacement of enterprise logo must obey and serve the development strategy of the enterprise. If there is no relation between the change of bid and the enterprise strategy, the change of the enterprise will be meaningless. For businesses, the strategic needs of several aspects: first, to change the target consumer group of the brand changed, the development of enterprises has entered a new stage, and the original brand logo has been aging, can not accurately reflect the changes, such as Pepsi for standard, mark and Lining switching to seize 90 the second, the enterprise brand connotation; changes, such as the HUAWEI logo officially from the original radiance into petal, is the brand value more focus on innovation, steady and harmonious; third, business management or the concept of strategic direction change, enterprises need to inject new business ideas in the brand logo, for example, Intel changed its logo to highlight its core business from PC to consumer products transfer. There is always a gap between corporate and consumer perceptions, and the best way to bridge this gap is to allow consumers to support brand development. An important way to get consumers to support the enterprises to timely transfer strategy of enterprise to consumers, so that consumers perceive these changes is conforming to the demand and trend of consumers and, therefore, for the subject is not a simple marketing behavior, it is a form of corporate strategy, and the strategy of the enterprise should be consistent. In January 5, 2011, Starbucks displayed its new logo, a mermaid who took off the word Starbucks Coffee, which was officially opened from March. Starbucks said that the change is to commemorate the company was founded in 40th ann