Enterprise Image Principle

Author: Luo Changhai
Publisher:
Publish Date: 2003-08-01
Features: The book presents novel perspectives throughout, broadening horizons and inspiring thinking. It is a spiritual feast offered to business managers, MBA students, faculty and students of economics and image-related disciplines, image designers, and civilizational advancement workers. With vivid and concise language, supported by specific and detailed materials, logical arguments, and extensive references, the book elucidates that corporate image is a composite integration of the company's individual image, class image, organizational image, artistic image, and self-image (abbreviated as "Five Images"), as well as an integration of the company's objective corporate image, social image, and subjective corporate image (abbreviated as "Three Images"). A correct corporate image strategy is to promote the "Three Images" while advancing the "Five Images," with emphasis on self-image. The book provides detailed corporate image surveys or data collection projects tailored to the characteristics of the "Three Images." Based on a fair and insightful critique of existing principles in corporate image design literature, it proposes and thoroughly discusses four design principles for corporate image: "Compliance," "Legality," "Ethics," and "Artistry." With the premise that corporate image design is the same as CIS design, the book reviews and summarizes the historical prerequisites and four stages of CIS development, identifies the specific content of CIS design, and compiles reference guidelines for CIS design. It discusses both the general principles of corporate image shaping and the "Four-Wheel Drive" principle for shaping the "Root," as well as the "Internal and External" shaping principles. It also addresses the attitude of adhering to "Truth, Goodness, and Beauty" and "Benefiting Both the Public and the Company" in corporate image communication, as well as how to achieve the unity of "The Mass and the Ambassador," "Symbol and Activity," "Name and Reality," and "Form and Spirit." Additionally, it analyzes the diversity and authority issues of corporate image evaluation subjects, and delves into the unity of the civilization level, recognition, and reputation of corporate image evaluation standards.