{"id":764,"date":"2007-09-30T17:19:32","date_gmt":"2007-09-30T09:19:32","guid":{"rendered":"http:\/\/vansgn.com\/brandvale\/?p=764"},"modified":"2011-04-15T14:35:09","modified_gmt":"2011-04-15T06:35:09","slug":"brand-design-company","status":"publish","type":"post","link":"http:\/\/vansgn.com\/brandvale\/brand-design-company.html","title":{"rendered":"\u8ffd\u968f\u56fd\u9645CI\u884c\u4e1a\u9886\u8dd1\u8005"},"content":{"rendered":"

\u76ee\u524d\u5927\u591a\u5168\u7403CI\u516c\u53f8\u90fd\u5f52\u5c5e\u4e8e\u5927\u578b\u4f20\u64ad\u63a7\u80a1\u96c6\u56e2\u65d7\u4e0b\uff0c\u5982Landor \u548cEnterpriseIG\u3001Fitch\u5c5e\u4e8eWPP\u96c6\u56e2\uff1bInterbrand \u3001Wolff-Olins\u3001Siegel & Gale\u5c5e\u4e8e\u5965\u59c6\u5c3c\u5eb7\u96c6\u56e2\uff08Omnicom Group\uff09\uff0cFutureBrand \u5c5e\u4e8eInterpublic\u96c6\u56e2(IPG)\u7b49\u3002<\/p>\n

\"\"<\/a><\/p>\n

Landor\uff08\u6717\u6d9b\uff09<\/strong>
\n\u6717\u6d9b\u7b56\u7565\u8bbe\u8ba1\u987e\u95ee\u516c\u53f8\uff08Landor Associates\uff09\u662f\u4e16\u754c\u6700\u5927\u7684\u5f62\u8c61\u8bc6\u522b\u4e0e\u7b56\u7565\u8bbe\u8ba1\u987e\u95ee\u516c\u53f8\uff0c\u4e13\u4e8b\u4f01\u4e1a\u5f62\u8c61\u3001\u54c1\u724c\u5305\u88c5\u4e0e\u8bbe\u8ba1\u7b49\uff0c\u534f\u52a9\u516c\u53f8\u3001\u56e2\u4f53\u5b9a\u4f4d\u3001\u8bbe\u8ba1\u5e76\u5b9e\u884c\u5176\u8bc6\u522b\u7cfb\u7edf\uff0c\u4ee5\u89e3\u51b3\u5728\u5546\u4e1a\u4e0e\u5f62\u8c61\u6c9f\u901a\u4e0a\u53ef\u80fd\u6709\u7684\u5404\u79cd\u95ee\u9898\u3002<\/p>\n

\u8be5\u516c\u53f8\u5df2\u670950\u4f59\u5e74\u7684\u5386\u53f2\uff0c\u603b\u90e8\u59cb\u521b\u4e8e\u7f8e\u56fd\u4e09\u85e9\u5e02\uff0c\u6717\u6d9b\u4e9a\u592a\u533a\u603b\u90e8\u8bbe\u4e8e\u9999\u6e2f\uff0c\u5176\u56fd\u9645\u5de5\u4f5c\u7f51\u5728\u5168\u4e16\u754c\u6709\u6700\u4f18\u79c0\u7684\u4e13\u4e1a\u4eba\u624d\uff0c\u7cbe\u901a\u5404\u56fd\u6587\u5316\u80cc\u666f\u3002\u56e0\u6b64\u4e0d\u7ba1\u662f\u5728\u7ebd\u7ea6\u3001\u96c5\u52a0\u8fbe\u6216\u7f57\u9a6c\uff0c\u90fd\u80fd\u7ad9\u5728\u5ba2\u6237\u7684\u7acb\u573a\uff0c\u4ee5\u56e2\u961f\u7cbe\u795e\u63d0\u4f9b\u6700\u4f18\u826f\u7684\u670d\u52a1\u3002\u5ba2\u6237\u904d\u5e03\u5168\u4e16\u754c\uff0c\u6570\u4e0d\u80dc\u6570\u3002\u6717\u6d9b\u516c\u53f81941\u5e74\u7531\u7f8e\u7c4d\u5fb7\u88d4\u8bbe\u8ba1\u5e08\u534e\u7279\u5148\u751f (Walter Landor) \u5728\u4e09\u85e9\u5e02\u521b\u5efa\u3002\u4ed6\u662f\u4f17\u6240\u516c\u8ba4\uff0c\u5c06\u54c1\u724c\u8bbe\u8ba1\u4e0e\u89c6\u89c9\u8bc6\u522b\u53d1\u5c55\u4e3a\u7b56\u7565\u6027\u5546\u4e1a\u5229\u5668\u7684\u5148\u9a71\u3002<\/p>\n

\u5728\u957f\u671f\u7684\u8bbe\u8ba1\u5de5\u4f5c\u4e2d\uff0c\u6717\u6d9b\u7d2f\u79ef\u4e86\u4e30\u5bcc\u7ecf\u9a8c\uff0c\u5176\u7b56\u7565\u8bbe\u8ba1\u4e00\u822c\u6709\u56db\u4e2a\u91cd\u8981\u9636\u6bb5\uff1a<\/p>\n

\u7b2c\u4e00\u9636\u6bb5\u2014\u2014\u5206\u6790\u53ca\u8bc6\u522b\u7b56\u7565\u53d1\u5c55
\n\u6b64\u9636\u6bb5\u76ee\u6807\u7531\u5168\u9762\u4e86\u89e3\u5ba2\u6237\u73b0\u51b5\u53ca\u5f62\u8c61\u5f00\u59cb\uff0c\u62df\u8ba2\u51fa\u4e3b\u5bfc\u521b\u610f\u53d1\u5c55\u7684\u7b56\u7565\u3002<\/p>\n

\u7b2c\u4e8c\u9636\u6bb5\u2014\u2014\u521b\u610f\u53d1\u5c55
\n\u4f9d\u636e\u6240\u8fbe\u6210\u7684\u5171\u8bc6\uff0c\u5168\u529b\u6295\u5165\u521b\u610f\u5f00\u62d3\u3002\u8bbe\u8ba1\u65b9\u5411\u7531\u63a5\u8fd1\u73b0\u6709\u8bc6\u522b\u5f00\u59cb\uff0c\u800c\u540e\u4f38\u5c55\u81f3\u622a\u7136\u4e0d\u540c\u7684\u521b\u65b0\u3002\u5305\u62ec\uff1a
\n\u6807\u5fd7\uff1a\u8bc6\u522b\u7cfb\u7edf\u7684\u91cd\u5fc3
\n\u5b57\u6807\uff1a\u4e0e\u6807\u5fd7\u76f8\u8f85\u76f8\u6210\u7684\u7279\u8272\u6587\u5b57
\n\u7b7e\u7f72\u683c\u5f0f\uff1a\u5e73\u8861\u4ee5\u4e0a\u5143\u7d20
\n\u4f01\u4e1a\u8272\u5f69\uff1a\u5f3a\u8c03\u7406\u60f3\u7684\u5f62\u8c61\u7279\u5f81
\n\u5546\u6807\u5b57\u4f53\uff1a\u9002\u7528\u4e8e\u6b21\u8981\u8baf\u606f\u4e4b\u4f20\u8fbe<\/p>\n

\u7b2c\u4e09\u9636\u6bb5\u2014\u2014\u7cfb\u7edf\u53d1\u5c55
\n\u8bbe\u8ba1\u5c06\u4f1a\u4ee5\u5404\u79cd\u4e0d\u540c\u7684\u65b9\u5f0f\u5e94\u7528\uff0c\u5e76\u6839\u636e\u5b9e\u9645\u72b6\u51b5\u800c\u5236\u5b9a\u4f53\u73b0\u4f01\u4e1a\u7279\u6027\u7684\u5404\u9879\u7ec6\u8282\u3002<\/p>\n

\u7b2c\u56db\u9636\u6bb5\u2014\u2014\u5e73\u9762\u8bbe\u8ba1\u6807\u51c6\u624b\u518c\u7684\u5236\u5b9a
\n\u51c6\u5907\u4e00\u4efd\u6807\u51c6\u624b\u518c\u6307\u5f15\u7528\u4f5c\u8f85\u5bfc\u5b9e\u884c\u5168\u65b0\u5f62\u8c61\u8bc6\u522b\u7cfb\u7edf\u3002\u6b64\u624b\u518c\u6307\u5f15\u5305\u62ec\u63d0\u4f9b\u53ef\u63a5\u53d7\u4e0e\u4e0d\u53ef\u63a5\u53d7\u7684\u5f62\u8c61\u8bc6\u522b\u5143\u7d20\u4f7f\u7528\u65b9\u5f0f\u3001\u5404\u79cd\u5e94\u7528\u65b9\u5f0f\u5b9e\u884c\u8d44\u6599\u4ee5\u53ca\u5b57\u4f53\u3001\u8bbe\u8ba1\u683c\u5f0f\u3001\u8272\u5f69\u8fd0\u7528\u3001\u793a\u724c\u5e94\u7528\u65b9\u5f0f\u7b49\u8be6\u7ec6\u8bf4\u660e\u3002\u7136\u540e\u901a\u8fc7\u5404\u79cd\u4fe1\u606f\u53cd\u9988\u8bc4\u4f30\uff0c\u6700\u7ec8\u786e\u5b9a\u4f01\u4e1a\u8bc6\u522b\u5f62\u8c61\u3002
\n\"\"<\/a>
\n\u59cb\u521b\u4eba\u534e\u5c14\u7279\u00b7\u6717\u6d9b\uff08Walter Landor\uff09\u66fe\u8bf4\u8fc7\uff1a”\u4ea7\u54c1\u5236\u9020\u4e8e\u5de5\u5382\uff0c\u5546\u6807\u662f\u51fa\u81ea\u5fc3\u7075\u7684\u521b\u4f5c\u3002”\u8fd9\u5c31\u662f\u6717\u6d9b\u4eca\u5929\u4ecd\u7136\u505a\u7740\u7684\u5de5\u4f5c\u2014\u2014\u521b\u4f5c\u72ec\u5177\u7279\u8272\u7684\u5546\u6807\uff0c\u81f4\u529b\u4e3a\u5ba2\u6237\u6811\u7acb\u9c9c\u660e\u7684\u5f62\u8c61\u3002<\/p>\n

\"\"<\/a><\/p>\n

Interbrand\uff08\u82f1\u7279\u54c1\uff09<\/strong>
\n\u57281974\u5e74\u5728\u4f26\u6566\uff0c\u7ea6\u7ff0\u2022\u58a8\u83f2\uff08John Murphy\uff09\u8fd0\u7528\u4ed6\u5728\u884c\u9500\u9886\u57df\u6240\u79ef\u7d2f\u7684\u7ecf\u9a8c\uff0c\u521b\u5efa\u4e86Interbrand\uff0c\u8fd9\u95f4\u516c\u53f8\u6700\u5f00\u59cb\u7684\u65f6\u5019\u4e3a\u5ba2\u6237\u63d0\u4f9b\u54c1\u724c\u547d\u540d\u670d\u52a1\uff0c\u901a\u8fc7\u6210\u529f\u5730\u4e3aMetro, Hob-Nobs, Homebase and Prozac\u516c\u53f8\u670d\u52a1\uff0c\u7ea6\u7ff0\u2022\u58a8\u83f2\u5c06\u5546\u6807\u6cd5\u52a1\u3001\u5305\u88c5\u8bbe\u8ba1\u548c\u5e02\u573a\u8c03\u7814\u52a0\u5165Interbrand\u7684\u4e1a\u52a1\u9886\u57df\u3002\u572820\u4e16\u7eaa80\u5e74\u4ee3\u4e2d\u671f\uff0cInterbrand\u53d6\u5f97\u5353\u8457\u7684\u7ecf\u8425\u4e1a\u7ee9\uff0c\u5e76\u4e14\u5728\u4f26\u6566\u3001\u7ebd\u7ea6\u3001\u65e7\u91d1\u5c71\u3001\u4e1c\u4eac\u3001\u6089\u533f\u3001\u6cd5\u5170\u514b\u798f\u548c\u5df4\u9ece\u5f00\u8bbe\u4e86\u529e\u516c\u5ba4\uff0c\u5efa\u7acb\u4e00\u4e2a\u5168\u7403\u6027\u7684\u54c1\u724c\u54a8\u8be2\u670d\u52a1\u7f51\u7edc\u3002<\/p>\n

\u57281993\u5e7412\u6708\uff0c\u79bb50\u5c81\u751f\u65e5\u53ea\u67092\u4e2a\u6708\u7684\u65f6\u5019\uff0c\u7ea6\u7ff0\u2022\u58a8\u83f2\u5c06Interbrand\u51fa\u552e\u7ed9\u4e86\u5965\u59c6\u5c3c\u5eb7\u96c6\u56e2\uff08Omnicom\uff09\u3002\u4ed6\u7ee7\u7eed\u7559\u5728Interbrand\u76f4\u52301996\u5e74\u3002<\/p>\n

Interbrand\u57281993\u5e74\u52a0\u5165 Omnicom\u5b8f\u76df\u96c6\u56e2\u7684\u4e8b\u4e1a\u90e8Diversified Agency Services (DAS) \uff0c\u6210\u4e3a\u5965\u59c6\u5c3c\u5eb7\u96c6\u56e2\u5728CI\u9886\u57df\u7684\u65d7\u8230\u516c\u53f8\uff0c\u5728\u63a5\u4e0b\u6765\u768410\u5e74\u91cc\uff0cInterbrand\u5b9e\u65bd\u4e86\u4e00\u6761\u901a\u8fc7\u6536\u8d2d\u5730\u533a\u6027\u516c\u53f8\u548c\u4e13\u95e8\u4e1a\u52a1\u516c\u53f8\u7684\u5916\u5ef6\u5f0f\u53d1\u5c55\u6218\u7565\u6765\u8fdb\u884c\u6269\u5f20\uff0c\u4ee5\u5e73\u5747\u6bcf\u5e74\u6536\u8d2d1\u5bb6\u516c\u53f8\u7684\u901f\u5ea6\u8fc5\u901f\u5efa\u7acb\u4e86\u4e00\u4e2a\u5168\u7403\u6027\u7684\u670d\u52a1\u7f51\u7edc\u3002<\/p>\n

\u79c9\u627f\u521b\u59cb\u4eba\u7ea6\u7ff0\u2022\u58a8\u83f2\u5bf9\u5b66\u672f\u7684\u6d53\u539a\u5174\u8da3\uff0cInterbrand\u5728\u5b66\u672f\u51fa\u7248\u548c\u5b66\u672f\u4ea4\u6d41\u65b9\u9762\u4e5f\u4e0d\u9057\u4f59\u529b\uff0c\u9646\u7eed\u51fa\u7248\u4e86\u8bb8\u591a\u54c1\u724c\u4e13\u4e1a\u4e66\u7c4d\uff0c\u5e76\u4e14\u57282001\u5e74\u8bbe\u7acb\u4e86BrandChannel.com\u8fd9\u4e2a\u6bcf\u5468\u66f4\u65b0\u4e00\u6b21\u7684\u5b66\u672f\u4ea4\u6d41\u7f51\u7ad9\u3002<\/p>\n

\"\"<\/a><\/p>\n

FutureBrand<\/strong>
\nFutureBrand\u516c\u53f8\u662f\u5168\u7403\u8457\u540d\u7684\u54c1\u724c\u6218\u7565\u54a8\u8be2\u516c\u53f8\uff0c\u4e3a\u4e16\u754c\u7b2c\u4e09\u5927\u5e7f\u544a\u516c\u53f8Interpublic\u96c6\u56e2\u7684\u5b50\u516c\u53f8\u3002
\nFutureBrand\u5176\u5168\u7403\u5f71\u54cd\u529b\u4f53\u73b0\u5728\u572817\u4e2a\u56fd\u5bb6\u62e5\u670921\u4e2a\u529e\u4e8b\u5904\u3002\u901a\u8fc7\u4e0e\u5168\u7403\u9886\u5148\u7684\u4f01\u4e1a\u8fdb\u884c\u5408\u4f5c\uff0cFutureBrand\u5e2e\u52a9\u5176\u5ba2\u6237\u5f00\u53d1\u5f53\u4eca\u548c\u672a\u6765\u7684\u53ef\u76c8\u5229\u54c1\u724c\u3002\u5176\u63d0\u4f9b\u7684\u670d\u52a1\u5305\u62ec\u5ba2\u6237\u54c1\u724c\u6811\u7acb\u3001\u4f01\u4e1a\u8bc6\u522b\u3001\u54c1\u724c\u8bc6\u522b\u3001\u5305\u88c5\u8bbe\u8ba1\u4ee5\u53ca\u5176\u4ed6\u670d\u52a1\u3002FutureBrand \u4e0e\u5ba2\u6237\u5728\u8861\u91cf\u548c\u589e\u52a0\u54c1\u724c\u4ef7\u503c\u3001\u5236\u8ba2\u7a81\u7834\u6027\u7684\u54c1\u724c\u6218\u7565\u4ee5\u53ca\u521b\u9020\u975e\u51e1\u7684\u54c1\u724c\u4f53\u9a8c\u65b9\u9762\u8fdb\u884c\u4e86\u5408\u4f5c\u3002<\/p>\n

\u5168\u7403\u5ba2\u6237\u5305\u62ec\u5b9d\u6d01 (P&G) \u3001\u5fae\u8f6f (Microsoft) \u3001\u82f1\u535a (InBev) \u3001\u82f1\u7279\u5c14 (Intel) \u3001\u8bfa\u57fa\u4e9a (Nokia)\u3001 \u3001\u96c0\u5de2 (Nestle) \u3001\u4e07\u4e8b\u8fbe\u5361\u516c\u53f8 (MasterCard) \u3001UPS \u3001\u8054\u5408\u5229\u534e (Unilever)\u7b49\u3002<\/p>\n

\"\"<\/a><\/p>\n

The Brand Union (Enterprise IG \u626c\u7279\uff09<\/strong>
\n\u626c\u7279\u54c1\u724c\u8bc6\u522b\u54a8\u8be2\u516c\u53f8\u662fWPP\u96c6\u56e2\u7684\u6210\u5458\u4e4b\u4e00\u3002\u76ee\u524d\u5728\u5168\u4e16\u754c\u5171\u62e5\u670924\u4e2a\u529e\u516c\u5ba4\uff0c\u5206\u5e03\u5728\u5317\u7f8e\u3001\u6b27\u6d32\u548c\u4e9a\u6d32\u3002
\n\u5ba2\u6237\u5305\u62ec\u7f8e\u56fd\u94f6\u884c(Bank of America) \u3001\u53ef\u53e3\u53ef\u4e50(Coca-Cola) \u3001\u8fea\u58eb\u5c3c(Disney) \u3001\u798f\u7279\u6c7d\u8f66(Ford Motor Company) \u3001\u5609\u5b9e\u591a\u673a\u6cb9(Castrol) \u3001\u7f8e\u6797\u8bc1\u5238(Merrill Lynch) \u3001\u6469\u6258\u7f57\u62c9(Motorola)\u7b49\u3002
\n\u4e2d\u56fd\u5ba2\u6237\u5305\u62ec\u675c\u90a6\uff0c\u96c0\u5de2,\u4e2d\u7cae\u9152\u4e1a\uff0c\u4e1c\u6d77\u7cae\u6cb9\uff0c\u5fc5\u80dc\u5ba2\uff0cTCL\uff0c\u6d59\u5927\u7f51\u65b0\u79d1\u6280\uff0c\u91d1\u5730\u5730\u4ea7\uff0c\u676d\u5dde\u5377\u70df\u5382\uff0c\u6210\u90fd\u5377\u70df\u5382,\u5efa\u53d1\u96c6\u56e2,\u67f3\u5de5\u7b49\u3002<\/p>\n

\"\"<\/a><\/p>\n

Lippincott Mercer\uff08\u5229\u5e73\u79d1\u7279\u00b7\u9ed8\u514b\uff09<\/strong>
\n\u76ee\u524dLippincott Mercer\u662f\u552f\u4e00\u4e00\u5bb6\u4e0d\u96b6\u5c5e\u4e8e\u67d0\u4e2a\u5e7f\u544a\u548c\u4f20\u64ad\u96c6\u56e2\u7684\u54c1\u724c\u54a8\u8be2\u516c\u53f8\u3002<\/p>\n

\u5728\u4e0a\u4e2a\u4e16\u7eaa50\u5e74\u4ee3\u523060\u5e74\u4ee3\u4e2d\u671f\uff0c\u5f53\u534e\u7279\u5c14\u00b7\u5170\u5fb7\u5c14\uff08Walter Landor\uff09\u7684\u516c\u53f8\uff08\u5373Landor Associates \uff09\u7684\u4e1a\u52a1\u8fd8\u4e13\u6ce8\u4e8e\u5305\u88c5\u8bbe\u8ba1\uff08Packaging\uff09\u548c\u4ea7\u54c1\u54c1\u724c\uff08Product branding\uff09\u7684\u65f6\u5019\uff0c\u534e\u7279\u5c14\u00b7\u9a6c\u53e4\u5229\u65af\uff08Walter Margulies\uff09\u5df2\u7ecf\u6210\u4e3a\u516c\u8ba4\u7684\u7b2c\u4e00\u4f4d\u5728\u73b0\u4ee3\u4f01\u4e1a\u8bc6\u522b\u54a8\u8be2\u4e1a\u52a1\u9886\u57df\u7684\u5353\u8d8a\u4e13\u5bb6\uff0c\u4ed6\u548c\u5bf9\u8bc6\u522b\u4e1a\u52a1\u62b1\u6709\u5174\u8da3\u7684\u4ea7\u54c1\u8bbe\u8ba1\u5e08\u6208\u767b\u00b7\u5229\u5e73\u79d1\u7279\uff08Gordon Lippincott\uff09\u4e00\u8d77\u521b\u5efa\u4e86L&M\u8bbe\u8ba1\u4e8b\u52a1\u6240\uff08Lippincott & Margulies\uff09\u3002<\/p>\n

\u57281986\u5e74\uff0c\u9ed8\u514b\u54a8\u8be2\u96c6\u56e2\uff08Mercer Consulting Group\uff09\u4eceClive Chajet\u624b\u4e2d\u4e70\u4e0b\u4e86Lippincott & Margulies\u3002\u57282003\u5e741\u670822\u65e5\uff0c\u9ed8\u514b\u54a8\u8be2\u96c6\u56e2\u5c06\u5b83\u66f4\u540d\u4e3aLippincott Mercer\uff0c\u8ba9\u5b83\u4ee5\u201c\u54c1\u724c\u79d1\u5b66\u201d\uff08brand science\uff09\u7684\u5b9a\u4f4d\u6765\u7edf\u9886\u9ed8\u514b\u54a8\u8be2\u96c6\u56e2\u7684\u6240\u6709\u54c1\u724c\u54a8\u8be2\u4e1a\u52a1\u3002<\/p>\n

\u8457\u540d\u7684\u5341\u4e2a\u95ee\u9898\uff1a
\n1\u3001\u5728IPO\uff08\u9996\u6b21\u516c\u5f00\u4e0a\u5e02\uff09\u3001M&A\uff08\u6536\u8d2d\u4e0e\u5408\u5e76\uff09\u548cSpin-off\uff08\u5206\u62c6\uff09\u4e4b\u540e\uff0c\u4f60\u7684\u54c1\u724c\u9700\u8981\u91cd\u65b0\u8bc4\u4f30\u5417\uff1f
\n2\u3001\u4f60\u7684\u884c\u4e1a\u6709\u521b\u5efa\u4e00\u4e2a\u65b0\u54c1\u724c\u7684\u8d85\u5e38\u89c4\u9700\u6c42\u5417\uff1f
\n3\u3001\u4f60\u7684\u5546\u4e1a\u6218\u7565\u6a21\u5f0f\u662f\u5426\u6709\u6539\u53d8\uff1f\u5bf9\u4e8e\u4f60\u7684\u65b0\u6d88\u8d39\u8005\u6765\u8bf4\uff0c\u4f60\u7684\u54c1\u724c\u662f\u5426\u663e\u5f97\u8001\u5316\u4e86\uff1f
\n4\u3001\u5728\u4f60\u7684\u516c\u53f8\uff0c\u4f60\u7684\u54c1\u724c\u7ec4\u5408\u662f\u5426\u88ab\u6ca1\u843d\u7684\u54c1\u724c\u6de1\u5316\u7ade\u4e89\u529b\uff0c\u662f\u5426\u5728\u5168\u7403\u533a\u57df\u4f60\u7684\u54c1\u724c\u5448\u73b0\u4e0d\u534f\u8c03\u7684\u53d1\u5c55\u72b6\u51b5\uff1f
\n5\u3001\u4f60\u662f\u5426\u9762\u5bf9\u4e00\u4e2a\u5df2\u7ecf\u6539\u53d8\u4e86\u4f60\u6240\u5728\u884c\u4e1a\u7684\u884c\u4e1a\u89c4\u5219\u7684\u65b0\u7684\u7ade\u4e89\u8005\uff1f
\n6\u3001\u662f\u5426\u4f60\u7684\u6d88\u8d39\u8005\u5df2\u7ecf\u6539\u53d8\uff0c\u800c\u4f60\u7684\u516c\u53f8\u6ca1\u6709\u968f\u4e4b\u800c\u53d8\uff1f
\n7\u3001\u4f60\u7684\u96f6\u552e\u73af\u5883\u662f\u5426\u5f15\u4eba\u6ce8\u76ee\u7684\uff0c\u4f60\u662f\u5426\u4e3a\u4f60\u7684\u6d88\u8d39\u8005\u521b\u5efa\u4e86\u4ee4\u4eba\u6df1\u523b\u7684\u73b0\u573a\u8d2d\u7269\u4f53\u9a8c\uff1f
\n8\u3001\u4f60\u7684\u6d88\u8d39\u8005\u7406\u89e3\u4f60\u7684\u54c1\u724c\u5417\uff1f
\n9\u3001\u4f60\u7684\u54c1\u724c\u662f\u5426\u8d62\u5f97\u4e86\u6d88\u8d39\u8005\u7684\u504f\u7231\u548c\u5fe0\u8bda\uff0c\u662f\u5426\u6210\u4e3a\u516c\u53f8\u7684\u4e00\u9879\u5546\u4e1a\u8d44\u4ea7\uff1f
\n10\u3001\u4f60\u7684\u54c1\u724c\u662f\u5168\u7403\u5316\u7684\u54c1\u724c\u5417\uff1f\u5b83\u9700\u8981\u53bb\u9762\u5bf9\u5168\u7403\u7ecf\u8425\u7684\u6311\u6218\u5417\uff1f<\/p>\n

\"\"<\/p>\n

\"\"<\/a><\/p>\n

\"\"<\/a><\/p>\n

\u5f53\u7136\u8fd8\u6709\u4ee5\u5de5\u4e1a\u8bbe\u8ba1\u8457\u79f0\u7684FITCH\u3001\u56e0\u4e3a\u8bbe\u8ba12012\u4f26\u6566\u5965\u8fd0\u4f1a\u6807\u8bc6\u88ab\u6211\u4eec\u8bb0\u4f4f\u7684\u82f1\u56fdWolff Olins\u3001\u4e13\u4e1a\u547d\u540d\u516c\u53f8Siegel\uff0bGale\u7b49\u3002\u4e2d\u56fd\u7684CI\u516c\u53f8\u76ee\u524d\u8fd8\u4e0d\u5177\u5907\u884c\u8d70\u4e16\u754c\u7684\u80fd\u529b\uff0c\u5728\u6b64\u4e0d\u63d0\u3002<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

\u76ee\u524d\u5927\u591a\u5168\u7403CI\u516c\u53f8\u90fd\u5f52\u5c5e\u4e8e\u5927\u578b\u4f20\u64ad\u63a7\u80a1\u96c6\u56e2\u65d7\u4e0b\uff0c\u5982Landor \u548cEnterpriseIG\u3001Fitch\u5c5e\u4e8eWPP\u96c6\u56e2\uff1bInterbrand \u3001Wolff-Olins\u3001Siegel & Gale\u5c5e\u4e8e\u5965\u59c6\u5c3c\u5eb7\u96c6\u56e2\uff08Omnicom Group\uff09\uff0cFutureBrand \u5c5e\u4e8eInterpublic\u96c6\u56e2(IPG)\u7b49\u3002 Landor\uff08\u6717\u6d9b\uff09 \u6717\u6d9b\u7b56\u7565\u8bbe\u8ba1\u987e\u95ee\u516c\u53f8\uff08Landor Associates\uff09\u662f\u4e16\u754c\u6700\u5927\u7684\u5f62\u8c61\u8bc6\u522b\u4e0e\u7b56\u7565\u8bbe\u8ba1\u987e\u95ee\u516c\u53f8\uff0c\u4e13\u4e8b\u4f01\u4e1a\u5f62\u8c61\u3001\u54c1\u724c\u5305\u88c5\u4e0e\u8bbe\u8ba1\u7b49\uff0c\u534f\u52a9\u516c\u53f8\u3001\u56e2\u4f53\u5b9a\u4f4d\u3001\u8bbe\u8ba1\u5e76\u5b9e\u884c\u5176\u8bc6\u522b\u7cfb\u7edf\uff0c\u4ee5\u89e3\u51b3\u5728\u5546\u4e1a\u4e0e\u5f62\u8c61\u6c9f\u901a\u4e0a\u53ef\u80fd\u6709\u7684\u5404\u79cd\u95ee\u9898\u3002 \u8be5\u516c\u53f8\u5df2\u670950\u4f59\u5e74\u7684\u5386\u53f2\uff0c\u603b\u90e8\u59cb\u521b\u4e8e\u7f8e\u56fd\u4e09\u85e9\u5e02\uff0c\u6717\u6d9b\u4e9a\u592a\u533a\u603b\u90e8\u8bbe\u4e8e\u9999\u6e2f\uff0c\u5176\u56fd\u9645\u5de5\u4f5c\u7f51\u5728\u5168\u4e16\u754c\u6709\u6700\u4f18\u79c0\u7684\u4e13\u4e1a\u4eba\u624d\uff0c\u7cbe\u901a\u5404\u56fd\u6587\u5316\u80cc\u666f\u3002\u56e0\u6b64\u4e0d\u7ba1\u662f\u5728\u7ebd\u7ea6\u3001\u96c5\u52a0\u8fbe\u6216\u7f57\u9a6c\uff0c\u90fd\u80fd\u7ad9\u5728\u5ba2\u6237\u7684\u7acb\u573a\uff0c\u4ee5\u56e2\u961f\u7cbe\u795e\u63d0\u4f9b\u6700\u4f18\u826f\u7684\u670d\u52a1\u3002\u5ba2\u6237\u904d\u5e03\u5168\u4e16\u754c\uff0c\u6570\u4e0d\u80dc\u6570\u3002\u6717\u6d9b\u516c\u53f81941\u5e74\u7531\u7f8e\u7c4d\u5fb7\u88d4\u8bbe\u8ba1\u5e08\u534e\u7279\u5148\u751f (Walter Landor) \u5728\u4e09\u85e9\u5e02\u521b\u5efa\u3002\u4ed6\u662f\u4f17\u6240\u516c\u8ba4\uff0c\u5c06\u54c1\u724c\u8bbe\u8ba1\u4e0e\u89c6\u89c9\u8bc6\u522b\u53d1\u5c55\u4e3a\u7b56\u7565\u6027\u5546\u4e1a\u5229\u5668\u7684\u5148\u9a71\u3002 \u5728\u957f\u671f\u7684\u8bbe\u8ba1\u5de5\u4f5c\u4e2d\uff0c\u6717\u6d9b\u7d2f\u79ef\u4e86\u4e30\u5bcc\u7ecf\u9a8c\uff0c\u5176\u7b56\u7565\u8bbe\u8ba1\u4e00\u822c\u6709\u56db\u4e2a\u91cd\u8981\u9636\u6bb5\uff1a \u7b2c\u4e00\u9636\u6bb5\u2014\u2014\u5206\u6790\u53ca\u8bc6\u522b\u7b56\u7565\u53d1\u5c55 \u6b64\u9636\u6bb5\u76ee\u6807\u7531\u5168\u9762\u4e86\u89e3\u5ba2\u6237\u73b0\u51b5\u53ca\u5f62\u8c61\u5f00\u59cb\uff0c\u62df\u8ba2\u51fa\u4e3b\u5bfc\u521b\u610f\u53d1\u5c55\u7684\u7b56\u7565\u3002 \u7b2c\u4e8c\u9636\u6bb5\u2014\u2014\u521b\u610f\u53d1\u5c55 \u4f9d\u636e\u6240\u8fbe\u6210\u7684\u5171\u8bc6\uff0c\u5168\u529b\u6295\u5165\u521b\u610f\u5f00\u62d3\u3002\u8bbe\u8ba1\u65b9\u5411\u7531\u63a5\u8fd1\u73b0\u6709\u8bc6\u522b\u5f00\u59cb\uff0c\u800c\u540e\u4f38\u5c55\u81f3\u622a\u7136\u4e0d\u540c\u7684\u521b\u65b0\u3002\u5305\u62ec\uff1a \u6807\u5fd7\uff1a\u8bc6\u522b\u7cfb\u7edf\u7684\u91cd\u5fc3 \u5b57\u6807\uff1a\u4e0e\u6807\u5fd7\u76f8\u8f85\u76f8\u6210\u7684\u7279\u8272\u6587\u5b57 \u7b7e\u7f72\u683c\u5f0f\uff1a\u5e73\u8861\u4ee5\u4e0a\u5143\u7d20 \u4f01\u4e1a\u8272\u5f69\uff1a\u5f3a\u8c03\u7406\u60f3\u7684\u5f62\u8c61\u7279\u5f81 \u5546\u6807\u5b57\u4f53\uff1a\u9002\u7528\u4e8e\u6b21\u8981\u8baf\u606f\u4e4b\u4f20\u8fbe \u7b2c\u4e09\u9636\u6bb5\u2014\u2014\u7cfb\u7edf\u53d1\u5c55 \u8bbe\u8ba1\u5c06\u4f1a\u4ee5\u5404\u79cd\u4e0d\u540c\u7684\u65b9\u5f0f\u5e94\u7528\uff0c\u5e76\u6839\u636e\u5b9e\u9645\u72b6\u51b5\u800c\u5236\u5b9a\u4f53\u73b0\u4f01\u4e1a\u7279\u6027\u7684\u5404\u9879\u7ec6\u8282\u3002 \u7b2c\u56db\u9636\u6bb5\u2014\u2014\u5e73\u9762\u8bbe\u8ba1\u6807\u51c6\u624b\u518c\u7684\u5236\u5b9a \u51c6\u5907\u4e00\u4efd\u6807\u51c6\u624b\u518c\u6307\u5f15\u7528\u4f5c\u8f85\u5bfc\u5b9e\u884c\u5168\u65b0\u5f62\u8c61\u8bc6\u522b\u7cfb\u7edf\u3002\u6b64\u624b\u518c\u6307\u5f15\u5305\u62ec\u63d0\u4f9b\u53ef\u63a5\u53d7\u4e0e\u4e0d\u53ef\u63a5\u53d7\u7684\u5f62\u8c61\u8bc6\u522b\u5143\u7d20\u4f7f\u7528\u65b9\u5f0f\u3001\u5404\u79cd\u5e94\u7528\u65b9\u5f0f\u5b9e\u884c\u8d44\u6599\u4ee5\u53ca\u5b57\u4f53\u3001\u8bbe\u8ba1\u683c\u5f0f\u3001\u8272\u5f69\u8fd0\u7528\u3001\u793a\u724c\u5e94\u7528\u65b9\u5f0f\u7b49\u8be6\u7ec6\u8bf4\u660e\u3002\u7136\u540e\u901a\u8fc7\u5404\u79cd\u4fe1\u606f\u53cd\u9988\u8bc4\u4f30\uff0c\u6700\u7ec8\u786e\u5b9a\u4f01\u4e1a\u8bc6\u522b\u5f62\u8c61\u3002 \u59cb\u521b\u4eba\u534e\u5c14\u7279\u00b7\u6717\u6d9b\uff08Walter Landor\uff09\u66fe\u8bf4\u8fc7\uff1a”\u4ea7\u54c1\u5236\u9020\u4e8e\u5de5\u5382\uff0c\u5546\u6807\u662f\u51fa\u81ea\u5fc3\u7075\u7684\u521b\u4f5c\u3002”\u8fd9\u5c31\u662f\u6717\u6d9b\u4eca\u5929\u4ecd\u7136\u505a\u7740\u7684\u5de5\u4f5c\u2014\u2014\u521b\u4f5c\u72ec\u5177\u7279\u8272\u7684\u5546\u6807\uff0c\u81f4\u529b\u4e3a\u5ba2\u6237\u6811\u7acb\u9c9c\u660e\u7684\u5f62\u8c61\u3002 Interbrand\uff08\u82f1\u7279\u54c1\uff09 \u57281974\u5e74\u5728\u4f26\u6566\uff0c\u7ea6\u7ff0\u2022\u58a8\u83f2\uff08John Murphy\uff09\u8fd0\u7528\u4ed6\u5728\u884c\u9500\u9886\u57df\u6240\u79ef\u7d2f\u7684\u7ecf\u9a8c\uff0c\u521b\u5efa\u4e86Interbrand\uff0c\u8fd9\u95f4\u516c\u53f8\u6700\u5f00\u59cb\u7684\u65f6\u5019\u4e3a\u5ba2\u6237\u63d0\u4f9b\u54c1\u724c\u547d\u540d\u670d\u52a1\uff0c\u901a\u8fc7\u6210\u529f\u5730\u4e3aMetro, Hob-Nobs, Homebase and Prozac\u516c\u53f8\u670d\u52a1\uff0c\u7ea6\u7ff0\u2022\u58a8\u83f2\u5c06\u5546\u6807\u6cd5\u52a1\u3001\u5305\u88c5\u8bbe\u8ba1\u548c\u5e02\u573a\u8c03\u7814\u52a0\u5165Interbrand\u7684\u4e1a\u52a1\u9886\u57df\u3002\u572820\u4e16\u7eaa80\u5e74\u4ee3\u4e2d\u671f\uff0cInterbrand\u53d6\u5f97\u5353\u8457\u7684\u7ecf\u8425\u4e1a\u7ee9\uff0c\u5e76\u4e14\u5728\u4f26\u6566\u3001\u7ebd\u7ea6\u3001\u65e7\u91d1\u5c71\u3001\u4e1c\u4eac\u3001\u6089\u533f\u3001\u6cd5\u5170\u514b\u798f\u548c\u5df4\u9ece\u5f00\u8bbe\u4e86\u529e\u516c\u5ba4\uff0c\u5efa\u7acb\u4e00\u4e2a\u5168\u7403\u6027\u7684\u54c1\u724c\u54a8\u8be2\u670d\u52a1\u7f51\u7edc\u3002 \u57281993\u5e7412\u6708\uff0c\u79bb50\u5c81\u751f\u65e5\u53ea\u67092\u4e2a\u6708\u7684\u65f6\u5019\uff0c\u7ea6\u7ff0\u2022\u58a8\u83f2\u5c06Interbrand\u51fa\u552e\u7ed9\u4e86\u5965\u59c6\u5c3c\u5eb7\u96c6\u56e2\uff08Omnicom\uff09\u3002\u4ed6\u7ee7\u7eed\u7559\u5728Interbrand\u76f4\u52301996\u5e74\u3002 Interbrand\u57281993\u5e74\u52a0\u5165 Omnicom\u5b8f\u76df\u96c6\u56e2\u7684\u4e8b\u4e1a\u90e8Diversified Agency Services (DAS) \uff0c\u6210\u4e3a\u5965\u59c6\u5c3c\u5eb7\u96c6\u56e2\u5728CI\u9886\u57df\u7684\u65d7\u8230\u516c\u53f8\uff0c\u5728\u63a5\u4e0b\u6765\u768410\u5e74\u91cc\uff0cInterbrand\u5b9e\u65bd\u4e86\u4e00\u6761\u901a\u8fc7\u6536\u8d2d\u5730\u533a\u6027\u516c\u53f8\u548c\u4e13\u95e8\u4e1a\u52a1\u516c\u53f8\u7684\u5916\u5ef6\u5f0f\u53d1\u5c55\u6218\u7565\u6765\u8fdb\u884c\u6269\u5f20\uff0c\u4ee5\u5e73\u5747\u6bcf\u5e74\u6536\u8d2d1\u5bb6\u516c\u53f8\u7684\u901f\u5ea6\u8fc5\u901f\u5efa\u7acb\u4e86\u4e00\u4e2a\u5168\u7403\u6027\u7684\u670d\u52a1\u7f51\u7edc\u3002 \u79c9\u627f\u521b\u59cb\u4eba\u7ea6\u7ff0\u2022\u58a8\u83f2\u5bf9\u5b66\u672f\u7684\u6d53\u539a\u5174\u8da3\uff0cInterbrand\u5728\u5b66\u672f\u51fa\u7248\u548c\u5b66\u672f\u4ea4\u6d41\u65b9\u9762\u4e5f\u4e0d\u9057\u4f59\u529b\uff0c\u9646\u7eed\u51fa\u7248\u4e86\u8bb8\u591a\u54c1\u724c\u4e13\u4e1a\u4e66\u7c4d\uff0c\u5e76\u4e14\u57282001\u5e74\u8bbe\u7acb\u4e86BrandChannel.com\u8fd9\u4e2a\u6bcf\u5468\u66f4\u65b0\u4e00\u6b21\u7684\u5b66\u672f\u4ea4\u6d41\u7f51\u7ad9\u3002 FutureBrand FutureBrand\u516c\u53f8\u662f\u5168\u7403\u8457\u540d\u7684\u54c1\u724c\u6218\u7565\u54a8\u8be2\u516c\u53f8\uff0c\u4e3a\u4e16\u754c\u7b2c\u4e09\u5927\u5e7f\u544a\u516c\u53f8Interpublic\u96c6\u56e2\u7684\u5b50\u516c\u53f8\u3002 FutureBrand\u5176\u5168\u7403\u5f71\u54cd\u529b\u4f53\u73b0\u5728\u572817\u4e2a\u56fd\u5bb6\u62e5\u670921\u4e2a\u529e\u4e8b\u5904\u3002\u901a\u8fc7\u4e0e\u5168\u7403\u9886\u5148\u7684\u4f01\u4e1a\u8fdb\u884c\u5408\u4f5c\uff0cFutureBrand\u5e2e\u52a9\u5176\u5ba2\u6237\u5f00\u53d1\u5f53\u4eca\u548c\u672a\u6765\u7684\u53ef\u76c8\u5229\u54c1\u724c\u3002\u5176\u63d0\u4f9b\u7684\u670d\u52a1\u5305\u62ec\u5ba2\u6237\u54c1\u724c\u6811\u7acb\u3001\u4f01\u4e1a\u8bc6\u522b\u3001\u54c1\u724c\u8bc6\u522b\u3001\u5305\u88c5\u8bbe\u8ba1\u4ee5\u53ca\u5176\u4ed6\u670d\u52a1\u3002FutureBrand \u4e0e\u5ba2\u6237\u5728\u8861\u91cf\u548c\u589e\u52a0\u54c1\u724c\u4ef7\u503c\u3001\u5236\u8ba2\u7a81\u7834\u6027\u7684\u54c1\u724c\u6218\u7565\u4ee5\u53ca\u521b\u9020\u975e\u51e1\u7684\u54c1\u724c\u4f53\u9a8c\u65b9\u9762\u8fdb\u884c\u4e86\u5408\u4f5c\u3002 \u5168\u7403\u5ba2\u6237\u5305\u62ec\u5b9d\u6d01 (P&G) \u3001\u5fae\u8f6f (Microsoft) \u3001\u82f1\u535a (InBev) […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[21],"class_list":["post-764","post","type-post","status-publish","format-standard","hentry","category-top-logo","tag-top10"],"amp_enabled":true,"_links":{"self":[{"href":"http:\/\/vansgn.com\/brandvale\/wp-json\/wp\/v2\/posts\/764","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/vansgn.com\/brandvale\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/vansgn.com\/brandvale\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/vansgn.com\/brandvale\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/vansgn.com\/brandvale\/wp-json\/wp\/v2\/comments?post=764"}],"version-history":[{"count":4,"href":"http:\/\/vansgn.com\/brandvale\/wp-json\/wp\/v2\/posts\/764\/revisions"}],"predecessor-version":[{"id":1455,"href":"http:\/\/vansgn.com\/brandvale\/wp-json\/wp\/v2\/posts\/764\/revisions\/1455"}],"wp:attachment":[{"href":"http:\/\/vansgn.com\/brandvale\/wp-json\/wp\/v2\/media?parent=764"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/vansgn.com\/brandvale\/wp-json\/wp\/v2\/categories?post=764"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/vansgn.com\/brandvale\/wp-json\/wp\/v2\/tags?post=764"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}