Specifications Manual: volume 1 volume 2 volume III of the fourth book
Keyword: brand crisis reshaping specification manual brand brand brand management
The world brand laboratory (brand.) Roundup:
(Ii) the content of brand rebuilding the brand for objective 1.
March 28, 2006, Unicom has been withdrawn 12-year-old "blue China knot", the "Red Chinese knot". Unicom as declared their farewell Telecom, IT and other industry representatives, namely, meaning the color technology, rational, and joined by blue Sony, Samsung, meet consumer demand for its core brand by "red camp".
Prior to this, the 26 December 2004, Haier announced the new logo will appear in bright pink. From a psychological perspective, red is outgoing, blue is referring to, Unicom, Haier, etc from the "blue" to "Red Army", meaning that they begin with mass consumer language the word to replace the original.
Unicom and Haier change of identity, marketing is "brand remodeling" (rebranding). They change color or change the text and letters, such as the interchange of English words from uppercase to lowercase, discard the caps of Majesty, cold feeling, more active and affinity. Red double "I" from top to bottom, just like two stick villain in communication, aura, at any time to stop, is to highlight the "let all the free spirit of Unicom" brand finishing touch.
Similarly, entering in 2006, Intel's global launch new brand identity, the original of a dropped capital letter "e" and the Intel logo, a whirlpool-like surround the company name of circle previously used the slogan "Intel Inside" will become "Leap ahead". Intel recognizes that identifies the change is attributable to the development strategy of fundamental changes and adjustments — to mere chip manufacturers and suppliers, and will move toward the front desk directly facing the consumer.
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