Enterprise image

Corporate image refers to people's overall impression of the enterprise established through various corporate symbols, which is the core of corporate culture construction. Mainstream business management such as education, EMBA and MBA have introduced corporate image.

Corporate image refers to people's overall impression of the enterprise, which is the core of corporate culture construction. Corporate image is an external form of corporate spiritual culture, which is the overall impression of the public in the process of contact and communication with enterprises. This impression is acquired through the body's senses.

From the perspective of psychology, image is the overall impression of something formed in the brain by various sensory organs such as vision, hearing, touch and taste. In short, perception is the representation of various feelings. It is very important to realize that image is not the thing itself, but people's perception of things. Different people will not have the same perception of the same thing, so its correctness is affected by people's awareness and cognitive process. Since consciousness has subjective initiative, different images formed in people's mind will have different effects on people's behavior. Corporate image is the overall feeling, impression and cognition of the enterprise inside and outside the enterprise, and the comprehensive reflection of the enterprise status.

Composition of corporate image: product image, media image, organizational image, logo image, personnel image, cultural image, environmental image, community image.

The enterprise visual image is the enterprise image subsystem composed of the enterprise basic mark and application mark, the product appearance package, the factory appearance, the machine equipment and so on. The basic logo refers to the enterprise name, logo, trademark, standard word, standard color, and the application logo refers to the symbol pattern, flag, costume, slogan, signboard, mascot, etc. The factory appearance refers to the natural environment of the enterprise, shops, Windows, offices, workshops and their design and layout.

I often hear the word brand image, but many people do not have a correct understanding of the brand image. In fact, brand image refers to symbol communication based on the correct brand definition, which includes four processes of brand interpretation and definition, brand symbolization, brand symbol introduction and management and adaptation and adjustment of brand symbol communication system. So what is the trend of brand image development?

First of all, from the graphical aesthetic formalism stage to reflect the brand culture connotation stage. From the original brand visual image graphics beautiful formalism of absolutely committed, led to the spread of brand visual image graphic symbol, design also seriously from the essence of the brand, in the form of numerous similar graphic symbol is filled with consumers of eyeball, consumers see is in the form of numerous similar graphic symbol, but also led to the brand visual image design technology application is more and more complex, high prices, serious rise of price for branded products increased the cost of the enterprise.

The appearance of this phenomenon also makes people begin to re-examine the connotation of brand visual image design. Domestic brand culture such as haier flows into the brand visual image market like a fresh spring. The success of haier brand culture leads the brand visual image design from a single graphic aesthetics to the stage of reflecting the cultural connotation. Secondly, from the sale of brand products to strengthen the role of image to promote the role of brand concept stage. Brand logo design is no longer the function of simply distinguishing brand products, and its passive position gradually rises to the active position. It sells the concept and concept of the brand it represents to people, and achieves an emotional resonance with consumers, so that consumers can truly feel the cultural connotation of the brand.

With the coming of the century, the requirements of works are becoming more and more strict. That old model doesn't fit the pattern anymore, so some creative design companies have to change that, but only if they think in terms of the way they think. Only when the way of thinking is changed, can creative design be carried out better. There are two ways of thinking: one is clear, precise and logical. The other is vague, rich and artistic thinking. It mainly has imagination, association, deconstruction and other ways of thinking.