Research On The Design Of Brand Network Image

In the year 2005, China's enterprises have experienced many challenges and obstacles, on the one hand, they continuously encountered with trade frictions and other obstacles when did business with overseas companies; on the other, a number of our country's leading companies in all industries are facing with grave threatens and they are experiencing a difficult time marked with brand crisis. This severe situation has raised a number of pressing questions to us: how to rebuild the image of Chinese brand? Are our Chinese enterprises capable enough to survive in the rebuilding of the global brand order?Comparing with famous overseas enterprises, Chinese enterprises have lagged behind quite a lot in brand image. Several important reasons are listed as following: Most leaders of Chinese enterprises only pursue producing capacity and sales amount, and pay little importance on the images of their enterprises and brands; They only focus on the value of tangible assets, such as machines and equipments, but care nothing of the value of intangible assets, such as enterprise images and brands; In fact, there are still many companies only see their websites as a digital propagandizing volume, paying far less importance to their web images; Moreover, average Chinese people don't think much of the value of intangible assets. All these reasons have resulted in the poor image power of Chinese enterprises. When encountered with attacks from large overseas brands, most Chinese enterprises can not react in time or act efficiently. The neglect of the importance of intangible assets has resulted in grave losses for Chinese companies in joint ventures. Particularly, comparing with other world-famous brands, the images of most of our large state enterprises are really poor. With the prevalence and development of internet technology, constructing and efficiently utilizing their own websites and blogs is an irreversible trend for our Chinese enterprises, and the internet image building will soon become the key procedure of publicizing their products and services.In international market, the brand images of our enterprises represent our nation's image and competitions between brands are in fact a matter affecting the destiny of Chinese economy. There's a long arduous way to go for China from a large manufacturing country to a large country of famous brands. To find out a short cut of this way, we should for the first step identify the bottleneck restricting the development of Chinese brands. Then, what are the key problems resulting in the poor competitive strengths of the label "made in China"? After analyzing some world-famous brands, the author concluded that the main reason is the lack of brands and enterprises' image power, not only for most enterprises, but for most industries.With the internet technology developing at a fast speed, the building of brands' internet image has become a pressing task. Our Chinese companies should broaden their views and not satisfied with only building off-line brands any longer. In this paper, the author began with correcting various incomprehensive recognitions of images held by people of all circles, and then proposed the image-based brand connotation and creatively brought forward "BNIS"-a standard model for designing brand internet identity which is consistent with the content of enterprises' CIS design. After that, the author went on putting forward the concept of "BNIS-Brand Network Identity System,"This paper systematically analyzed and investigated IBIS from five parts of the concept.In composing this paper, the author comprehensively utilized the methods of theory research and case study and attached much attention on the latter. Linking with the status quo of Chinese enterprises' brand building, the author supplied with some suggestions of practical value, hoping that these can make some references for Chinese enterprises in brand-building.This paper is comprised of five chapters. The first chapter is the introduction, in which the author studied the brand competition situation facing Chinese enterprises, showed readers the method of composing this paper and the significance of this research, and concluded the research situation of this subject both at home and abroad. In the second chapter, the current development of brand and internet technology was studied and a new definition of brand was put forward regarding the internet circumstances; Chapter three gave a systematic introduction of the content, characteristics, functions and principles of the internet brand theory, and made a distinction between the current internet filled with relatively disordered brands and the concept of internet brand. In the fourth chapter, the author broke through the limitation of average brand identity design which only focus on the design of visual identity, constructed a comprehensive system of brand internet identity which is composed of mind identity, behavior identity, audio identity, visual identity and text identity, and introduced the contents of each aspect in detail; In the last chapter, some practical strategies can be implemented by Chinese enterprises in building their internet brand were given.