Discussion on Application of Corporate Identification System

企業識別體系的應用探討

顏鎮榮(Yen, Chen-Jung) ； 張露心(Chang, Lu-Hsin)

《藝見學刊》 21期 (2021/04) Pp. 99-108

https://doi.org/10.6207/ART-VISION.202104_(21).099-108

摘要

This research mainly uses the theory of the Enterprise Identification System (CIS) to explore the establishment of core concepts such as the manufacturer or enterprise's own brand image, service quality, product promotion, and establishment of corporate reputation. The corporate identity system is basically composed of three elements, including: idea recognition, behavior recognition and visual recognition. Idea recognition (MI) refers to the mind, will, values, spiritual slogan and corporate slogan culture, etc., which can be classified as the level of the company's executive business philosophy. Behavior recognition (BI), that is, service quality, market research, product promotion, public relations, promotional activities, and employee education, can be classified as the action level to implement the company's corporate philosophy. Visual identity (VI) refers to the company's visual communication, corporate philosophy, spirit and organization, using the most communicative level to establish corporate reputation, shape corporate image and brand identity, etc., which can be classified Planning and designing the communication for the brand image. In view of the above, this article discusses the three elements covered by the corporate identity system, namely, idea recognition, behavior recognition and visual recognition, especially the part of visual recognition, which includes the definition of the corporate identity system, the functions of the corporate identity system, The application of the enterprise identification system and the key points of the implementation of the enterprise identification system.

關鍵字

Symbol ； Brand image ； Corporate identification system

並列摘要

本研究主要藉由企業識別體系（CIS）的理論來探討廠商或企業對自身品牌形象、服務品質、產品推廣及建立企業知名度等核心理念的建立。企業識別體系基本上由三個要素所組成，包括：理念識別、行為識別及視覺識別。理念識別（MI）即心靈、意志、價值觀、精神標語及企業標語文化等，可歸類為公司執行者經營理念的層面。行為識別（BI），即服務品質、市場調查、產品推廣、公共關係、促銷活動及員工教育等，可歸類為落實公司企業理念的行動層面。視覺識別（VI），即為公司將以上企業理念、精神及組織等，透過設計的視覺化，用最具傳播力的層面，建立企業知名度、塑造企業形象及品牌認同感等，可歸類為品牌形象規劃設計的傳達。本文針對以上所述，在企業識別體系所涵蓋的三要素，即理念識別、行為識別及視覺識別上進行探討，尤其是視覺識別的部分，其中包括企業識別體系之定義、企業識別體系之功能、企業識別體系之應用及企業識別體系實行的重點等內容。

並列關鍵字

標誌 ； 品牌形象 ； 企業識別體系