如今许多品牌都会渐渐意识到品牌形象规划对本身影响的重要性。并且网络上会经常看到品牌更新的相关信息,品牌形象之所以更换,更多的是希望更新品牌后能够获得更大的开展空间,从而协助到整个品牌的开展,扩大整个品牌的影响力。
  Nowadays, many brands will gradually realize the importance of brand image planning for their own impact. And the network will often see the relevant information of brand renewal, brand image replacement, more is to hope that after brand renewal can get more space to carry out, thus helping the development of the whole brand, expand the influence of the whole brand.
  你知道企业品牌形象为什么要更新吗?
  Do you know why the corporate brand image needs to be updated?
  品牌形象为什么更新?
  Why is the brand image updated?
  个人觉得品牌形象的更新首要体现在以下的四个方面:
  Personally, the renewal of brand image is mainly embodied in the following four aspects:
  1.当企业的定位发生变化时,需合作企业全体战略对该品牌进行品牌形象的重塑;
  1. When the position of the enterprise changes, the whole strategy of the cooperative enterprise is needed to rebuild the brand image.
  其实大多数的企业在开展到必定规模后,又或许隔几年就会从头的对该品牌规划新的品牌战略,每逢新品牌形象的推出后,会给品牌增添不少新鲜生机。
  In fact, most enterprises will plan a new brand strategy for the brand from the beginning every few years after they have reached a certain scale. Every time a new brand image is introduced, it will add a lot of fresh vitality to the brand.
  2.当下的规划趋势发生变化,品牌形象需求针对趋势而作调整,坚持新鲜,更时尚,与时俱进;
  2. The current planning trend has changed. Brand image needs should be adjusted according to the trend, insisting on freshness, fashion and keeping pace with the times.
  品牌这个概念对顾客来说相对笼统,一般会通过LOGO、称号、Slogan、辅佐元素等视觉形式来拉近与顾客的间隔。如果说一一个品牌几十年来一层不变的展现在你的面前,你是否会觉得这个品牌暮气沉沉呢?事实上,品牌形象并不是恒久不变的。由于社会在开展,规划趋势在变化,顾客的认知水平与档次也在不断地提升。品牌形象需求阶段性(较长时期)进行更新,以迎合顾客的审美与需求变化,这样才能坚持品牌的新鲜感与生机。
  The concept of brand is relatively general to customers. Generally, it will close the gap with customers through visual forms such as LOGO, title, Slogan, auxiliary elements and so on. If a brand has been showing up in front of you for decades, do you think the brand is gloomy? In fact, the brand image is not permanent. Because of the development of society and the change of planning trend, the level and grade of customers'cognition are constantly improving. Brand image needs to be updated periodically (for a long time) in order to cater to customers'aesthetic and demand changes, so as to adhere to the brand's freshness and vitality.
  3.品牌LOGO的延展性不行,需从头规划一套形象可在多维度较好的运用并能很好的体现出该品牌的核心价值与特点;
  3. The extensibility of LOGO brand is not good. It is necessary to plan a set of images from scratch, which can be better used in multi-dimension and can well reflect the core value and characteristics of the brand.
  很多时分一个品牌除了有一个基础的LOGO图形外,还是需求有一些相应的品牌元素(slogan、辅佐图形、标准字体等)来丰厚整个品牌,这样出来的品牌视觉效果肯定远比单单一个的LOGO要强得多。
  In many cases, a brand needs some brand elements (slogan, auxiliary graphics, standard fonts, etc.) to enrich the whole brand in addition to a basic LOGO graphics, so that the visual effect of the brand is much better than that of a single LOGO.
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  4.大多数企业也会选择衍生新的称号作为其旗下一切产品的母品牌,这样能够更好的加强品牌的传达和认知,且有利于一致旗下子品牌形象,梳理好品牌和产品之间的联系;
  4. Most enterprises will choose derivative new titles as the parent brand of all their products, which can better enhance the brand communication and recognition, and help to unify their sub-brand image, and sort out the relationship between brands and products.
  5.抢占市场,抵抗竞争对手的威胁;
  5. To seize the market and resist the threat of competitors;
  市场上不少的竞争对手在必定程度上威胁着本身品牌的市场份额。所以,恰当的去更新品牌形象,坚持与竞争对手的间隔,这样才能保护原有的品牌形象。
  Many competitors in the market threaten the market share of their brands to a certain extent. Therefore, to properly update the brand image, adhere to the gap with competitors, in order to protect the original brand image.
  品牌形象更新始终是一个持续开展的动态过程,机会与挑战、成功与失败、和谐和冲突、昌盛与衰败必将轮回上演,品牌不断地谱写前史、发明品牌前史的一起,本身也将成为前史。品牌形象更新不是说随意从头规划一下就能够的,需求根据行业、市场及品牌本身的实际情况而定。
  Brand image updating is always a continuous dynamic process. Opportunities and challenges, successes and failures, harmony and conflicts, prosperity and decline will be repeated. Brands will continue to compose and invent a brand history together, which itself will become a prehistory. Brand image updating does not mean that it can be planned from scratch at will. Demand depends on the actual situation of industry, market and brand itself.
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  终,在进行品牌形象更新时,不要苛求多少年不过期,其实只要能习惯未来一段时间的开展就能够了,究竟一个品牌多少年后是什么样也说不准。并且在顾客的角度来想,只需求给顾客阶段性的品牌全体感就足够了。
  Ultimately, in brand image updating, do not ask how many years do not expire, in fact, as long as you can get used to the development of the future period of time, exactly how many years after a brand is uncertain. And from the customer's point of view, it is enough to give the customers a sense of brand wholeness at different stages.
  这就是企业品牌形象要更新的原因,也是品牌形象的重要性以及品牌对企业的重要性,你的企业品牌是不是需求更新了呢:http://www.facons.cn
  This is the reason why the brand image of the enterprise should be renewed. It is also the importance of the brand image and the importance of the brand to the enterprise. Does your brand need to be renewed?

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