What does the corporate image include?

Question 1: What does the corporate image include? Corporate image brand visual integration project: VI (Visual Identity) is corporate visual identity, which fully conveys the spirit, industry characteristics and differences of the enterprise through scientific visual language. It is a powerful tool to shape corporate image brand and expand corporate visibility, and it is also a communication carrier for the sustained and stable development of corporate image and brand. Visual communication is one of the main ways of corporate image communication. Externally, standardized VI system design can increase the company's sales and create a good social living environment for enterprises; Raise the visibility of consumers, business partners, investors and many other groups; Enhance the company's brand strength and intangible assets. Internally, enhance employees' sense of belonging, loyalty and cohesion. Concise and standardized VI identification system makes communication clear and effective. Thereby reducing internal friction and improving the work performance of employees. Corporate image is abstract, conceptual and comprehensive. Through VI project means such as corporate logo, name, standard words, standard colors, symbolic graphics, office supplies, clothing, vehicles, architectural appearance, flags, exhibitions, public welfare undertakings, advertising activities, public relations, etc., it is spread with unified and unique symbols at different times and on different occasions, attracting public attention and forming an intuitive impression, which is accepted by the society. For many service enterprises, information technology plays a key role in directly affecting their business performance and can have a positive external impact. VIS identification system has laid a good foundation for the company to finally achieve its own business brand goals. VIS identification system mainly consists of two parts: the basic combination specification of enterprise logo and the specification of application identification system. .

Question 2: What are the following aspects of corporate image? Corporate image refers to people's overall impression of the enterprise through various signs of the enterprise (such as product characteristics, marketing strategy, personnel style, etc.). ), which is the core of corporate culture construction. EMBA, MBA and other mainstream business management education have introduced corporate image.

definition

Corporate image refers to the overall imprint of the enterprise established by people through various signs of the enterprise.

Corporate image (three sheets)

Image is the core of corporate culture construction. Corporate image is the external expression of corporate spirit and culture, and it is the overall impression felt by the public in the process of contact and communication with enterprises. This impression is obtained through the sensory transmission of the human body. [ 1]

Keller, a famous brand expert, defines corporate image as: consumers reflect their perception of the organization through associations in memory.

Image contour

From the psychological point of view, image is the overall impression of something formed in people's brain through various sensory organs such as vision, hearing, touch and taste. In short, it is perception, that is, the reproduction of various feelings. It is important to know that image is not the thing itself, but people's perception of things. Different people's perception of the same thing will not be exactly the same, so its correctness is influenced by people's consciousness and cognitive process. Because consciousness has subjective initiative, different images of things in people's minds will have different effects on people's behavior.

Energy-saving publicity image design

Corporate image is the overall feeling, impression and cognition of the enterprise inside and outside the enterprise, and it is a comprehensive reflection of the enterprise situation.

On the basis of impression and people's judgment, a public attitude with internality, tendentiousness and relative stability is formed. Only the positive or negative attitude of most people can form public opinion. Public opinion repeatedly affects the human brain through mass media and other channels (such as people's dialogues and expressions). ), and finally affect people's behavior. There are good and bad corporate images. When an enterprise has a good corporate image in the public, consumers are willing to buy products or accept services provided by the enterprise. On the contrary, consumers will not buy the products of enterprises, nor will they accept the services provided by enterprises. Whether the corporate image is good or not cannot be generalized. Most people think that a company is good, but others may feel bad. This bad image will decide that he or she will not accept the company's products or services. Nothing can pursue perfection, so we must grasp the main aspects of contradictions here and understand and grasp the corporate image as a whole.

image synthesis

The composition of corporate image: product image, media image, organization image, logo image, personnel image, cultural image, environmental image and community image.

Constituent element

Product imitation

Quality, style, packaging, trademarks and services

Organizational image

System, system, principle, policy, procedure, flow, efficiency, benefit, credit, commitment, service, guarantee, scale and strength.

Employee image

Leadership, management team, employees

Cultural image

Historical tradition, values, enterprise spirit, heroes, group style, professional ethics, code of words and deeds, company etiquette.

Environmental image

Enterprise facade, building, signboard, layout and decoration, display system, environmental protection and greening

community image

Keywords community relations, public opinion,

2 classification

There are many ways to classify corporate image. According to different classification standards, corporate image can be divided into the following categories.

Internal image and external image

This is divided by the internal and external performance of the enterprise, just as we observe a person's internal temperament, external appearance and body shape.

China CCTV; closed circuit TV

Points, corporate image also has this difference. Internal image mainly refers to the invisible and intangible parts such as enterprise goals, enterprise ideas, enterprise spirit and enterprise ethos, and is the core part of enterprise image. External image refers to the visible and audible parts such as enterprise name, trademark, advertisement, factory building, factory song, product appearance and packaging, ceremony and public activities. , is the external performance of the internal image.

Real image and virtual image

This is divided according to subjective and objective attributes. Real image can also be called objective image, which refers to the actual concept, behavior and material form of an enterprise. It is an objective existence that is independent of human will. Such as production and operation scale, product and service quality, market share, output value and profit, etc. All belong to the true image of the enterprise. The reaction image is the subjective impression of users, suppliers, partners, internal employees and other enterprise stakeholders on the whole enterprise, and it is the reflection of the real image through media and other channels. & gt

Question 3: What are the elements of corporate image? Corporate image includes organizational image, product image, personnel image, environmental image, cultural image and community image. The elements of the above images can be subdivided into the following categories:

Organizational image: system, system, policy, guideline, process, procedure, benefit, efficiency, credit, commitment, service, guarantee, scale and strength.

Product image: quality, packaging, style, trademark and service.

Personnel image: leaders, management teams and employees.

Environmental image: corporate facade, buildings, signs, layout and decoration, display system, environmental protection and greening.

Cultural image: historical tradition, values, enterprise spirit, group style, professional ethics, words and deeds norms, company etiquette.

Community image: community relations, public opinion

All the above factors should be involved in shaping and maintaining the corporate image of the company, so as to truly shape a good public image for the company ~

Question 4: What does the corporate image design include? A. Office supplies: envelopes, stationery, notes, business cards, badges, work permits, invitations, folders, letters of introduction, bills, memos, information kits, official document forms, etc.

B. External architectural environment of the enterprise: architectural modeling, company flag, corporate facade, corporate signboard, public signboard, road sign, advertising tower, neon advertisement, courtyard beautification, etc.

C. Internal building environment of the enterprise: departmental signs, common signs, floor signs, corporate image signs, flags, billboards, POP advertisements, shelf signs, etc.

Means of transportation: cars, trucks, buses, trucks, tool cars, oil tankers, ships, planes, etc.

E. Clothing: manager's uniform, manager's uniform, employee's uniform, etiquette uniform, T-shirt, tie, work cap, buttons, epaulettes, badges, etc.

F advertising media: TV advertisements, magazine advertisements, newspaper advertisements, online advertisements, street sign advertisements, poster advertisements, etc.

G product packaging: carton packaging, paper bag packaging, wooden box packaging, glass container packaging, plastic bag packaging, metal packaging, ceramic packaging and wrapping paper.

H. Official gifts: T-shirts, ties, tie clips, lighters, key cards, umbrellas, medals, gift bags, etc.

1. Display: window display, exhibition display, shelf display, display display, etc.

J printed matter: company profile, product description, product profile, calendar, etc.

Question 5: What does a good corporate image include? First, the corporate environmental image; Second, product image; Third, the image of leaders and employees; Fourth, the management level.

The form of corporate image includes the form of CI/CIS corporate image system.

First of all, tangible:

1. Advertising: TV advertising, corporate website advertising, newspaper advertising design, magazine advertising design, body advertising, billboards, light boxes, banners, outdoor stickers, color pages, calendars, desk calendars, etc.

2. Business supplies: enterprise picture books, product samples, product manuals, product packaging, product booths, etc.

3. Identification system VI/VIS: enterprise logo (logo/ trademark), gate design, front desk design, publicity column, display board, street sign, slogan, sign label, franchise card, flag guide, store design, vehicle logo, employee dress, badge, business card, employee handbook, factory newspaper, factory magazine, handbag, promotional gifts, etc.

4. Business supplies: stationery, envelopes, coupons, service cards, etc.

Second, intangible:

1, corporate philosophy: market view, quality view, marketing view, service view, talent view and management view;

2. Enterprise spirit: dedication and innovation;

3. Corporate goals (business slogans);

4. Image endorsement.

I hope the above answers are helpful to you!

Question 7: What levels and contents does the corporate image include? First, the role of a good corporate image intrinsic spirit 1, pioneering and innovative spirit: this is what every enterprise should have and it is very important. In other words, every enterprise should adapt to the needs of the market economy and be brave in exploration and innovation, that is, with the development of society, the change of environment, the needs of activities and different public objects, constantly supplement, improve and innovate the contents and forms of public relations activities to make them richer, more distinctive and more attractive. This requires public relations personnel (especially senior leaders) to have keen insight, positive thinking of seeking differences, rich imagination and good knowledge structure, as well as good psychological quality, fearless exploration spirit and positive inspiration. 2. Positive social outlook and values. Enterprises should have their own social ideas, not only establish a good citizen image in marketing activities, but also care about social problems and social welfare undertakings, so that enterprises can benefit the people and society while developing themselves. Modern enterprises should not only engage in production and business activities, gain profits, but also undertake certain social responsibilities and social obligations, so as to show that enterprises are members of the social family and should make contributions to social development. This is not only conducive to social progress and prosperity, but also win the general favor of the public for enterprises. 3. Honest and fair attitude. Enterprises should abide by the law, deal fairly and provide thoughtful service. This honest and decent competitive attitude and management style is the foundation of corporate image. Appearance image 1, company name: Some people think this is the first step to establish a corporate image. There is an old saying in business called "selling signboards", because the quality of signboards has a certain impact on consumers' psychology, and even affects the management effect of enterprises. Before liberation, some enterprises in old China were very particular. This is a concise advertisement that integrates silence, warning, training and reaction. Therefore, the name of the enterprise should be as exquisite as naming people, and it should be easy to understand and remember, fresh and eye-catching, and profound in meaning; Avoid empty, boring, conceptual and featureless names. Some enterprises with brand-name products consciously unify the product brand and enterprise name, and can also receive the effect of complementing each other. 2. Corporate advertising: This is a means of appeal. Everything should be based on deepening the public impression. It should mobilize all factors to influence the public's subjective choice of information sent by enterprises. This kind of advertising to promote the company's own public relations is more difficult to succeed than product advertising. In short, to achieve this effect, it is to make people feel deja vu, and at the same time, they must sit up and take notice. 3. Corporate logo: It is a part of modern design, including trademarks and organizational logos. Because it is easy to identify, remember, appreciate and make, it plays an important role in ensuring credibility, establishing image and strengthening communication. It is a part of the good image of the enterprise and an intangible property of the enterprise, and its value can be estimated. Therefore, enterprises can design distinctive signs as their own signs, leaving a good impression with unique artistic creativity, so as to achieve the purpose of deepening public perception. 4. Environmental facilities: This is particularly important in commercial enterprises. The comfortable and beautiful environmental layout and advanced commercial facilities of commercial enterprises can affect customers and employees physically and psychologically, and then directly affect the commercial effect. In a word, the content of corporate image is comprehensive, which is not only the image of corporate products, but also the expression of corporate culture, involving many factors. Therefore, as the public relations department of image design, we should fully consider the characteristics of the enterprise itself and the psychological needs, interests and habits of the public, and make scientific planning and design to ensure the perfection, uniqueness and uniqueness of the enterprise image. Second, the role of corporate public relations in shaping corporate image As a means, corporate public relations can create a good social environment for enterprises, mobilize the enthusiasm of internal members, and make enterprises develop smoothly. The important role of public relations activities in enterprise management has been paid more and more attention by people of insight. Social practice shows that a good relationship between enterprises and the public is conducive to establishing a good image of enterprises, promoting product sales, expanding visibility, strengthening the relationship between enterprises and the public, collecting information and feedback, resolving contradictions, eliminating public misunderstandings, uniting employees and boosting morale. The importance of shaping corporate image 1, cultivating public relations awareness of all employees, and laying an ideological foundation for the realization of corporate goals. Corporate public relations ... >>

Question 8: What is the difference between corporate image and brand image? Corporate image refers to people's overall impression of the enterprise through various signs of the enterprise (such as product characteristics, marketing strategy, personnel style, etc.). ).

Brand image refers to the personality characteristics of an enterprise or one of its brands in the market and the public's mind, which reflects the evaluation and cognition of the public, especially consumers.

Question 9: What is the corporate image system? What items are included? The essence of corporate culture is to reshape people's quality, develop people's potential and stimulate people's creativity with advanced culture, which is a leap and sublimation of management science. As the superstructure of an enterprise, corporate culture permeates all aspects of the enterprise. Corporate culture is the accumulation of time, and it is the management idea, management method, group consciousness and code of conduct gradually formed in the long-term operation of enterprises. Corporate culture has three levels: theoretical level, institutional level and material level, forming a complete system. Project image is an important part of corporate culture, and the shaping of project image is the frontier of corporate culture construction. In order to make first-class achievements in production, operation, management and service, the project must work hard on the project image to create a harmonious internal and external interpersonal environment and a beautiful construction and production environment for enterprises and employees. We should do a good job in two aspects:

1. Internally, we will integrate cultural resources, unify corporate logos, and establish corporate values, corporate spirit, corporate goals and corporate management policies according to the Specification Manual of Enterprise Identification System of China Railway Construction Corporation and the Decision on Enabling the New Logo of the Head Office. China Railway Construction's core values of "honesty-based, eternal innovation, excellent products and common progress of personality" and its enterprise spirit of "breaking through difficulties, bravely climbing the peak, enjoying a good reputation at home and abroad and leading the industry" have been widely, continuously and effectively publicized and educated. The "Seven Concepts", such as the ambition of industry to serve the country, the pursuit of quality products, the sense of innovation, the culture of keeping promises, the style of tenacious struggle, the discipline of prohibition and the spirit of teamwork, endow the project management system with cultural soul and connotation, and do a good job in the construction and improvement of a series of cultural systems such as integrity culture, innovation culture, safety culture, quality culture, environmental protection culture, marketing culture, integrity culture, etiquette culture and brand culture. Institutionalization is the prelude to the emergence of corporate culture, and organizational construction should achieve "two advantages": concentrate superior forces and optimize resource allocation. The overall requirements of project management are "four highs": high starting point, high-quality construction, high-speed decisive battle and high-efficiency victory. Construction process management requires "four essences": careful calculation of construction cost, improvement of construction technology, careful construction technology and high-quality construction. Engineering quality management requires "four excellences": excellent construction, excellent once, excellent departments and striving for national excellence. Safety management requires "two strictness and two none": strict preventive measures, strict process management, no illegal operation and no safety accidents. Dealing with multilateral relations with owners, supervisors and local governments requires "one win and two win": harmony, win-win, win-win and so on.

2. Externally, standardize the use of corporate logo and corporate philosophy, fully display the project image, and personalize the product, brand and corporate image. The project directly undertakes the important function of shaping the enterprise. Only by shaping an excellent project image can we establish a good image of the enterprise. Taking the implementation of the main culture of China Railway Construction as the driving force, we will start the molding project with a high starting point and great efforts. Implement the "five unifications", that is, the unification of signs, clothing, codes of conduct, building standards and propaganda slogans, and build ten cultural systems such as honesty, innovation, safety and quality. It is necessary to thoroughly implement and vigorously carry forward advanced cultural concepts and entrepreneurial spirit, with eternal integrity and innovation and excellent character; Create high-quality projects and shape noble character. The project is in contact with the society with its unique way of cultural communication and is recognized by the society. Corporate culture promotes comprehensive quality internally, and expands social popularity externally through the shaping of project image.