论文部分内容阅读
自从2002年5月16日中国电信南北分拆、新中国电信挂牌重组之后,随即而来的便是一项浩大的标识“变脸”工程,接着拥有54年历史的华润集团也于2002年10月起更新企业标志。进入2003年,著名公司上演品牌“变脸”的故事越演越烈,2月18日,可口可乐全球更换标识;3月25日,全球第一包裹快递商USP沿用40多年的“盾牌”标志正式变脸;4月3日,梦特娇开始全球统一更换商标标识;4月15日,雪碧新标在中国露脸;4月28日联想正式发布最新的LOGO,以加快其全球化进程。新标识揭幕前总是充满悬念,不管是怎样的初衷、怎样的决策过程,不断上演的“变脸”故事,其很大的原因在于未来的经济环境越来越趋于全球化,而许多大品牌原有的标识因为各自的原因,或多或少地限制了他们的继续扩张。
Since May 16, 2002 China Telecom North-South spin-off, the new China Telecom listing restructuring, followed by a huge logo “Face ” project, followed by 54-year history of China Resources Group also in 2002 October update business logo. Into 2003, the famous company staged a brand “change face ” story intensified, February 18, Coca-Cola global change logo; March 25, the world’s first parcel courier USP use more than 40 years of “shield April 3, Montagut started the global unified replacement of trademark logo; April 15, Sprite new standard show in China; April 28 Lenovo officially released the latest LOGO, to speed up its globalization process. The new logo is always full of suspense before its opening. No matter what its original intention and decision-making process, the staged ”face-changing" story is due to the fact that the future economic environment tends to be more and more global, and many The original logo of the big brands for their own reasons, more or less limited their continued expansion.