问题描述：
第三，品牌识别系统、品牌主题与品牌表现形式的标准化。全球品牌战略的操作和具体实现需要建立全球品牌识别系统（Global Recognition System），即在全球范围内拥有一整套一致的规则和规范来指导品牌的表现方式，就是说遵循在品牌概念、色彩、标志、词语、音乐和广告用语等方面表现出高度一致性的设计原则。譬如，2005年初，摩托罗拉公司在全球市场推出的V3手机，在MOTO这一全球品牌概念下，广告宣传在全球统一使用“渊自丰富科技，薄于设计尖峰”的主题理念，并且其广告代言人、主题音乐和色彩基调等都是高度一致的，在进入各东道国市场时只需要进行简单的语言翻译就大功告成了。显然，对类似手机这种受各国文化壁垒影响较低、全球识别程度极高的产品，建立全球品牌识别系统会极大加快产品在全球市场的渗透率，使摩托罗拉公司通过全球市场销量的快速成长获得丰厚的利润回报。可见，全球品牌识别系统、品牌主题和品牌表现形式的统一性，是构建和实现全球品牌的重要手段。
（二）全球品牌战略的组织、规划与管理
由上述三方面的标准化构成的全球品牌战略，只是一个大致的框架，在具体实施过程中必须建立与之相适应的、科学和完备的全球品牌管理体系。正如世界著名品牌专家DAVID·A·
AKER指出：“在建立全球性品牌方面，跨国公司应采用一种在各国市场都能够通行的全球性品牌规划模式。它能够确保对一个品牌的表述不论是在西班牙，新加坡还是智利，不论是甲产品还是乙产品，看起来、听起来都是一致的。做到这点，需要品牌规划者在不同的国家、对不同的产品使用规范性词语；执行同样的品牌战略分析结构和实施同样的品牌投入、产出分析结构。通行的全球性品牌规划模式，在全球市场上创造了一种巨大的品牌协作和平衡的力量。当然，不同公司采取的品牌规划体系可能不同”。[14]可见，有效的、富有前瞻性的全球性品牌管理体系的支撑，是跨国公司实现全球品牌战略不可缺少的重要条件。全球品牌管理体系应在组织系统、组织架构的基础上，整合、分配全球范围内的资源，成为协同各个国家市场品牌管理的操作平台。
全球品牌资源创意共享机制。建立品牌资源共享才能建立全球统一品牌，而建立品牌资源共享则需要在跨国公司内部培育一种更加开放的企业文化，通过召开正式或非正式的品牌创意讨论会，建立和完善以公司局域网为交流平台的品牌调研、品牌创意、品牌设计和各种与品牌建设相关的实践参与方法的分享机制，使那些具有良好创意的品牌从一开始就得到广泛关注。全球品牌从创意到最终形成的整个过程，跨国界的沟通管理是非常重要的，譬如，体现在全球品牌中一种很重要的顾客心理或顾客价值在某些国家可能非常明显，而在另一些国家却处于一种比较微妙或不易发掘的状态。因此，需要有一种品牌创意和开发的管理机制，透过各国的社会、文化等环境差异，发现具有共同价值的内容作为全球品牌创意的基础和底色，为此，跨国公司必须建立一个科学、完备的全球品牌资源创意共享机制。
问题解答：
Third, the brand identity systems, branding and brand theme of standardized forms and manifestations. Global brand strategy, operations and concrete realization of the need to establish global brand recognition system (Global Recognition System), which on a global scale has a set of consistent rules and norms to guide the brand's expression, that is to follow the concept of brand, color, logo , words, music and advertising use of language, demonstrated a high degree of consistency of design principles. For example, the beginning of 2005, Motorola introduced in the global market V3 mobile phone, in the MOTO this global brand concept,
The use of advertising at the global level, "Yuan from the rich in science and technology, thinner than the design peak" theme concept, and its advertising spokesmen, theme music, and color tone are all highly consistent, and in entering the host market only needs a simple language Translation're done. Obviously, similar to the mobile phone by the national cultural barriers that have less impact in a high degree of global recognition products, establishment of a global brand identity system will significantly speed up the products in the global market penetration, so that sales of Motorola's global market through the rapid growing access to high profit return. Can be seen, the global brand identity
Systems, brand and brand performance in the form of thematic unity, is the building and an important means to achieve global brand.
(B) global brand strategy, organization, planning and management
By the above three aspects of standardization posed a global brand strategy, only a general framework, in particular the implementation process must be established corresponding, scientific and complete global brand management system. As the world-renowned branding expert DAVID · A ·
AKER pointed out: "In the establishment of a global brand, multinational companies should adopt a market in all countries are able to access the global brand planning model. It can ensure a brand's expression, whether in Spain, Singapore or Chile, both A products or product B, it seems, it sounds the same. do need to brand planners in different countries for different products using the normative terms; perform the same analysis of the structure and implementation of brand strategy, the same brand input-output analysis architecture. the prevailing global brand planning process,
In the global market has created a tremendous brand synergy and balance of power. Of course, different companies to adopt the brand planning system may be different. "[14] visible, effective, forward-looking global brand management system support, transnational corporations, global brand strategy, an important and indispensable condition. Global Brand Management System the system should be in the organization, organizational structure, based on the integration, the allocation of global resources, the various national markets become coordinated brand management operating platforms.
Global brand creative resource sharing mechanism. Sharing of resources in order to build brand a global unified brand, while brand-building resource-sharing within multinational companies need to cultivate a more open corporate culture, through the convening of a formal or informal, creative branding seminars, establish and improve a company's local area network exchange platform for the brand research, brand innovation, brand building and brand building associated with a variety of participatory methods in practice sharing mechanism, so that those with good creative brand from the outset to be widespread concern. Global brand from the creative to the final formation of the whole process of cross-border communication and management is very important,
For example, embodied in a global brand in a very important customer or customers of the value of psychology can be very significant in some countries, while in other countries are in a more subtle or difficult to discover state. Therefore, there is a need for creativity and development, brand management mechanism, through their social, cultural and other environmental differences, was found to have shared values as a global brand creative content of the foundation and background for this, multinational companies need to establish a scientific, a complete global brand creative resource sharing mechanism.
Third, the brand recognition system with the brand, brand theme forms of standardization. Global brand strategy of operation and realization needs to establish Global brand identity System (Global Recognition System), namely in the Global scope has a set of rules and norms to guide the expression, brand in the brand concept, colour follow, mark, music and advertising diction, show high consistency aspects of the design principles. For example, at the beginning of 2005, MOTOROLA global markets, in the mobile phone V3 MOTO a global brand concept, advertising in the global unity "confusius, thin in the rich technological design theme of" peak, and its advertising theme, music and spokesperson for colors are highly consistent in the host only when the market with simple language translation will be accomplished. Obviously, the world of similar cultural barriers to influence by low, global recognition level high product, establish global brand recognition system will be greatly accelerated products in the world market, make the permeability of MOTOROLA global market sales by the rapid growth of generous profit. Visible, global brand recognition system, brand themes and brand to the unity of the form is to construct and implement the important means of global brand.
(2) global brand strategy of organization, planning and management
From the above three aspects of standardization of global brand strategy, only a general framework, in the concrete implementation process must establishing conesponding, scientific and comprehensive global brand management system. As the world famous brand, DAVID a. experts
AKER said: "in the creation of a global brand, multinational companies should adopt a kind of world market to the global brand planning model. It can ensure the expression of a brand, whether in Spain, Singapore, whether a product or Chile or b product, look, sounds are consistent. Do this, need brand planners in different countries, different products used to execute the same words; normative analysis of structure and the implementation of brand strategy, brand into the same output analysis structure of global brand planning. The pattern in the global market, created a huge brand cooperation and balance of force companies to adopt different. Of course, the brand planning system may be different. [14], effective, rich forward-looking global brand management system is a multinational company, achieve global brand strategy indispensable conditions. Global brand management system should be in the organization system, based on the organizational structure, integration, allocation of resources, worldwide as collaborative countries market brand management operation platform.
Global brand resources sharing mechanism originality. Establish brand resources sharing of global unity can be established, and establish brand brand resources sharing in multinational company interior to cultivate a more open and enterprise culture, held by formal or informal discussion brand creativity, establish and perfect communication platform with the local brands of investigation, the brand creativity, brand design and construction of various brands and participate in the practice of the relevant method, so that those who share mechanism with good creative brand from a wide attention began. Global brand from the originality that eventually the entire process, cross-border communication management is very important, for example, reflected in a very important global brand of customer psychology or customer value in some countries may be very obvious, but in other countries in a more subtle or to explore. Therefore, we need to have a brand creativity and development of the management mechanism, through national social and cultural environment, and the common value is found differences in the contents of global brand creativity as the foundation and the background, therefore, multinational companies must establish a scientific and complete global brand resources sharing mechanism originality.
Third, the brand identity systems, branding and brand theme of standardized forms and manifestations. Global brand strategy, operations and concrete realization of the need to establish global brand recognition system (Global Recognition System), which on a global scale has a set of consistent rules and norms to guide the brand's expression, that is to follow the concept of brand, color, logo , words, music and advertising use of language, demonstrated a high degree of consistency of design principles. For example, the beginning of 2005, Motorola introduced in the global market V3 mobile phone, in the MOTO this global brand concept, advertising in the global harmonization of the use of "Yuan from the abundant science and technology, thinner than the design peak" theme concept, and its advertising spokesmen, Theme music and color tone are all highly consistent, and in entering the host market only needs a simple language translation and you're done. Obviously, similar to the mobile phone by the national cultural barriers that have less impact in a high degree of global recognition products, establishment of a global brand identity system will significantly speed up the products in the global market penetration, so that sales of Motorola's global market through the rapid growing access to high profit return. Can be seen, the global brand identity systems, branding and brand performance in the form of thematic unity, is the building and an important means to achieve global brand.
(B) global brand strategy, organization, planning and management
By the above three aspects of standardization posed a global brand strategy, only a general framework, in particular the implementation process must be established corresponding, scientific and complete global brand management system. As the world-renowned branding expert DAVID · A ·
AKER pointed out: "In the establishment of a global brand, multinational companies should adopt a market in all countries are able to access the global brand planning model. It can ensure a brand's expression, whether in Spain, Singapore or Chile, both A products or product B, it seems, it sounds the same. do need to brand planners in different countries for different products using the normative terms; perform the same analysis of the structure and implementation of brand strategy, the same brand input-output analysis architecture. the prevailing global brand planning process, in the global market has created a tremendous brand strength of collaboration and balance. Of course, different companies to adopt the brand planning system may be different. " [14] visible, effective, forward-looking global brand management system support, transnational corporations, global brand strategy, an important and indispensable condition. Global brand management system should be in the organizational systems, organizational structure, based on the integration, the allocation of global resources, the various national markets become coordinated brand management operating platforms.
Global brand creative resource sharing mechanism. Sharing of resources in order to build brand a global unified brand, while brand-building resource-sharing within multinational companies need to cultivate a more open corporate culture, through the convening of a formal or informal, creative branding seminars, establish and improve a company's local area network exchange platform for the brand research, brand innovation, brand building and brand building associated with a variety of participatory methods in practice sharing mechanism, so that those with good creative brand from the outset to be widespread concern. Worldwide brands from idea to final formation of the whole process, cross-border communication and management is very important, for example, reflected in a global brand in a very important customer or customers of the value of psychology in certain countries may be very obvious, while in others countries are in a more subtle or difficult to discover state. Therefore, there is a need for creativity and development, brand management mechanism, through their social, cultural and other environmental differences, was found to have shared values as a global brand creative content of the foundation and background for this, multinational companies need to establish a scientific, a complete global brand creative resource sharing mechanism.
Third, the brand identity systems, branding and brand theme of standardized forms and manifestations. Global brand strategy, operations and concrete realization of the need to establish global brand recognition system (Global Recognition System), which on a global scale has a set of consistent rules and norms to guide the brand's expression, that is to follow the concept of brand, color, logo , words, music and advertising use of language, demonstrated a high degree of consistency of design principles. For example, the beginning of 2005, Motorola introduced in the global market V3 mobile phone, in the MOTO this global brand concept, advertising in the global harmonization of the use of "Yuan from the abundant science and technology, thinner than the design peak" theme concept, and its advertising spokesmen, Theme music and color tone are all highly consistent, and in entering the host market only needs a simple language translation and you're done. Obviously, similar to the mobile phone by the national cultural barriers that have less impact in a high degree of global recognition products, establishment of a global brand identity system will significantly speed up the products in the global market penetration, so that sales of Motorola's global market through the rapid growing access to high profit return. Can be seen, the global brand identity systems, branding and brand performance in the form of thematic unity, is the building and an important means to achieve global brand.
(B) global brand strategy, organization, planning and management
By the above three aspects of standardization posed a global brand strategy, only a general framework, in particular the implementation process must be established corresponding, scientific and complete global brand management system. As the world-renowned branding expert DAVID · A ·
AKER pointed out: "In the establishment of a global brand, multinational companies should adopt a market in all countries are able to access the global brand planning model. It can ensure a brand's expression, whether in Spain, Singapore or Chile, both A products or product B, it seems, it sounds the same. do need to brand planners in different countries for different products using the normative terms; perform the same analysis of the structure and implementation of brand strategy, the same brand input-output analysis architecture. the prevailing global brand planning process, in the global market has created a tremendous brand strength of collaboration and balance. Of course, different companies to adopt the brand planning system may be different. " [14] visible, effective, forward-looking global brand management system support, transnational corporations, global brand strategy, an important and indispensable condition. Global brand management system should be in the organizational systems, organizational structure, based on the integration, the allocation of global resources, the various national markets become coordinated brand management operating platforms.
Global brand creative resource sharing mechanism. Sharing of resources in order to build brand a global unified brand, while brand-building resource-sharing within multinational companies need to cultivate a more open corporate culture, through the convening of a formal or informal, creative branding seminars, establish and improve a company's local area network exchange platform for the brand research, brand innovation, brand building and brand building associated with a variety of participatory methods in practice sharing mechanism, so that those with good creative brand from the outset to be widespread concern. A global brand from the creative to the final formation of the whole process of cross-border communication and management is very important, for example, reflected in a global brand in a very important customer or customers of the value of psychology in certain countries may be very obvious, while in others countries are in a more subtle or difficult to discover state. Therefore, there is a need for creativity and development, brand management mechanism, through their social, cultural and other environmental differences, was found to have shared values as a global brand creative content of the foundation and background for this, multinational companies need to establish a scientific, a complete global brand creative resource sharing mechanism.
上海旅游网