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0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/vetica-group.com\/tw\/brand-naming-principles\/#%e5%93%81%e7%89%8c%e7%94%a2%e5%93%81%e5%91%bd%e5%90%8d%e7%ac%ac%e4%b8%80%e6%ad%a5%ef%bc%9a%e6%89%be%e5%88%b0%e3%80%8c%e5%ae%9a%e9%8c%a8%e9%bb%9e%e3%80%8d\" >\u54c1\u724c\/\u7522\u54c1\u547d\u540d\u7b2c\u4e00\u6b65\uff1a\u627e\u5230\u300c\u5b9a\u9328\u9ede\u300d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/vetica-group.com\/tw\/brand-naming-principles\/#%e5%b8%b8%e8%a6%8b%e7%9a%84%e5%93%81%e7%89%8c%e7%94%a2%e5%93%81%e5%91%bd%e5%90%8d%e5%8e%9f%e5%89%87\" >\u5e38\u898b\u7684\u54c1\u724c\/\u7522\u54c1\u547d\u540d\u539f\u5247<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul 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ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/vetica-group.com\/tw\/brand-naming-principles\/#%e5%a5%bd%e7%9a%84%e9%96%8b%e5%a7%8b%e6%98%af%e6%88%90%e5%8a%9f%e7%9a%84%e4%b8%80%e5%8d%8a\" >\u597d\u7684\u958b\u59cb\u662f\u6210\u529f\u7684\u4e00\u534a<\/a><\/li><\/ul><\/nav><\/div>\n\n<p><span style=\"font-weight: 400;\">\u7522\u54c1<\/span>\u547d\u540d\u5f80\u5f80\u662f\u5efa\u7acb\u54c1\u724c\u6700\u56f0\u96e3\u7684\u4e00\u6b65\uff0c\u96e3\u5c31\u5728\u96e3\u5728\u6c92\u6709\u6a19\u6e96\u7b54\u6848\u6216\u516c\u5f0f\u53ef\u5faa\uff0c\u6210\u529f\u7684\u54c1\u724c\u8207\u7522\u54c1\u547d\u540d\u6709\u52a9\u65bc\u6253\u958b\u77e5\u540d\u5ea6\u8207\u8fa8\u8b58\u5ea6<span style=\"font-weight: 400;\">\u3001<\/span>\u70ba\u5f8c\u7e8c\u5176\u4ed6\u4e92\u52d5\u5b9a\u8abf<span style=\"font-weight: 400;\">\u3001<\/span>\u5e6b\u52a9\u54c1\u724c\u548c\u7522\u54c1\u5f9e\u5e02\u5834\u4e2d\u812b\u7a4e\u800c\u51fa\uff1b\u4f46\u540d\u7a31\u6572\u5b9a\u4e4b\u524d\u5fc5\u9808\u518d\u4e09\u8003\u616e\uff0c\u56e0\u70ba\u4e00\u65e6\u8a8d\u77e5\u6210\u5f62\uff0c\u5c31\u5f88\u96e3\u66f4\u6539\u3002<\/p>\n<p>\u5728\u4e0a\u4e00\u7bc7<span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/vetica-group.com\/tw\/tw\/brand-design-agency\/\">\u54c1\u724c\u8a2d\u8a08\u516c\u53f8<\/a><\/span>\u7684\u6587\u7ae0\u4e2d\u63d0\u5230\uff0c\u54c1\u724c\u8a2d\u8a08\u670d\u52d9\u5206\u6210\u56db\u500b\u5fc5\u5099\u6b65\u9a5f\uff1a\u5206\u6790\u3001\u767c\u73fe\u3001\u6982\u5ff5\u3001\u57f7\u884c\u3002<span style=\"font-weight: 400;\">\u7522\u54c1<\/span><span style=\"font-weight: 400;\">\u547d\u540d<\/span>\u843d\u5728\u767c\u73fe\u968e\u6bb5\uff0c\u5fc5\u9808\u5ef6\u7e8c\u524d\u7aef\u5206\u6790\u5de5\u4f5c\u6240\u6d1e\u5bdf\u7684\u95dc\u9375\u8b49\u64da\uff0c\u78ba\u4fdd\u540d\u7a31\u7dca\u6263\u54c1\u724c\u627f\u8afe\u3001\u54c1\u724c\u50f9\u503c\u8207\u500b\u6027\u4e3b\u5f35\u3002\u76ee\u7684\u662f\u8b93\u76ee\u6a19\u53d7\u773e\u63a5\u6536\u5230\u4f01\u696d\u6b32\u50b3\u9054\u7684\u8a0a\u606f\uff0c\u9032\u800c\u5f15\u8d77\u5171\u9cf4\u4e26\u7559\u4e0b\u6df1\u523b\u5370\u8c61\u3002\u5728<span style=\"font-weight: 400;\">\u7522\u54c1<\/span><span style=\"font-weight: 400;\">\u547d\u540d<\/span>\u7c21\u5831\u4e2d\uff0c\u54c1\u724c\u8a2d\u8a08\u516c\u53f8\u6703\u6aa2\u8996\u4f01\u696d\u7684\u4e8b\u696d\u4f48\u5c40\uff0c\u91d0\u6e05\u7522\u54c1\/\u670d\u52d9\/\u6280\u8853\u67b6\u69cb\u3001\u529f\u80fd\u8207\u4e3b\u8981\u5229\u76ca\u9ede\uff0c\u7814\u7a76\u7af6\u722d\u5c0d\u624b\u7684\u54c1\u724c\u547d\u540d\u8207\u8a34\u6c42 (claim)\uff0c\u4ee5\u53ca\u5206\u6790\u76ee\u6a19\u5e02\u5834\u8207\u53d7\u773e\u7684\u8f2a\u5ed3\u548c\u9700\u6c42\u3002\u7c21\u55ae\u4f86\u8aaa\uff0c\u4f01\u696d\u5fc5\u9808\u6e05\u695a\u4e86\u89e3\u81ea\u5df1\u662f\u8ab0\u3001\u70ba\u4ec0\u9ebc\u80fd\u53d6\u5f97\u4eca\u5929\u7684\u4f4d\u7f6e\u3001\u63d0\u4f9b\u4ec0\u9ebc\u50f9\u503c\u548c\u6240\u5c6c\u7522\u696d\uff0c\u624d\u6709\u53ef\u80fd\u9032\u884c<span style=\"font-weight: 400;\">\u7522\u54c1<\/span><span style=\"font-weight: 400;\">\u547d\u540d<\/span>\u3002[\/vc_column_text][vc_column_text text_color=&#8221;color-184738&#8243; uncode_shortcode_id=&#8221;200392&#8243; text_color_type=&#8221;uncode-palette&#8221;]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%e5%b8%b8%e8%a6%8b%e7%9a%84%e5%93%81%e7%89%8c%e7%94%a2%e5%93%81%e5%91%bd%e5%90%8d%e5%8e%9f%e5%89%87\"><\/span>\u5e38\u898b\u7684\u54c1\u724c\/\u7522\u54c1\u547d\u540d\u539f\u5247<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u54c1\u724c\u6216\u7522\u54c1\u540d\u7a31\u662f\u7531\u7d44\u6210\u65b9\u5f0f (Construct) \u8207\u542b\u610f (Content) \u6240\u69cb\u6210\u3002\u7d44\u6210\u65b9\u5f0f\u53ef\u4ee5\u4f7f\u7528\u539f\u6709\u5b57\u5f59\u6216\u81ea\u5275\u65b0\u8a5e\uff0c<span style=\"font-weight: 400;\">\u800c<\/span><span style=\"font-weight: 400;\">\u7522\u54c1\u547d\u540d<\/span><span style=\"font-weight: 400;\">\u7684<\/span>\u542b\u610f\u5247\u5206\u6210\u63cf\u8ff0\u6027\u3001\u806f\u60f3\u8207\u62bd\u8c61\u4e09\u500b\u5c64\u6b21\u3002<\/p>\n<h4><span class=\"ez-toc-section\" id=\"%e6%8f%8f%e8%bf%b0\"><\/span>\u63cf\u8ff0<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>\u5f9e\u542b\u610f\u4f86\u770b\uff0c\u63cf\u8ff0\u662f\u6700\u7c21\u55ae\u76f4\u89ba\u7684<span style=\"font-weight: 400;\">\u7522\u54c1<\/span><span style=\"font-weight: 400;\">\u547d\u540d<\/span>\u7b56\u7565\uff0c\u4e5f\u5c31\u662f\u76f4\u63a5\u5728\u540d\u7a31\u4e2d\u6e05\u695a\u63cf\u8ff0\u4f01\u696d\u7684\u7522\u54c1\u6216\u670d\u52d9\uff0c\u6709\u52a9\u65bc\u64f4\u6563\u4f01\u696d\u7684\u5f71\u97ff\u529b\u3002\u7d44\u6210\u5305\u62ec\u73fe\u6210\u7684\u55ae\u5b57\uff0c\u50cf\u662f Discovery \u63a2\u7d22\u983b\u9053\u548c\u570b\u5bb6\u5730\u7406 (National Geographic)\uff1b\u6216\u662f\u5275\u65b0\u7d44\u5408\u5f62\u5bb9\u8a5e\u3001\u540d\u8a5e\u6216\u52d5\u8a5e\u7b49\u8a5e\u5f59\u3002\u4f8b\u5982\u5716\u50cf\u793e\u7fa4\u5e73\u53f0 Pinterest \u662f\u300cPin\u300d\uff08\u540d\u8a5e\u5716\u91d8\u3001\u52d5\u8a5e\u91d8\u9078\uff09\u8207\u540d\u8a5e\u300cInterest\u300d\uff08\u8208\u8da3\uff09\u7d44\u5408\u800c\u6210\uff0c\u5373\u7528\u6236\u53ef\u5c07\u4efb\u4f55\u611f\u8208\u8da3\u7684\u5167\u5bb9\u91d8\u9078\u5230\u81ea\u5df1\u5275\u5efa\u7684\u5716\u677f\uff0c\u6253\u9020\u5c08\u5c6c\u7684\u9748\u611f\u7d20\u6750\u5eab\u3002\u71b1\u9580\u793e\u7fa4\u5a92\u9ad4 Instagram \u5247\u662f\u7d50\u5408\u300cInstant\u300d\uff08\u5373\u6642\u3001\u7acb\u523b\uff09\u548c\u300cTelegram\u300d\uff08\u96fb\u5831\uff09\uff0c\u8868\u9054\u5373\u6642\u6355\u6349\u3001\u7acb\u5373\u5206\u4eab\u7684\u6982\u5ff5\uff0c\u96d6\u7136\u662f\u81ea\u5275\u65b0\u8a5e\uff0c\u4f9d\u820a\u8b93\u4eba\u4e00\u770b\u5c31\u4e86\u89e3\u54c1\u724c\u7684\u5b9a\u4f4d\u8207\u6838\u5fc3\u670d\u52d9\u3002<\/p>\n<p>\u745e\u81f4\u70ba\u660e\u57fa\u6750\u6599\u65d7\u4e0b\u5275\u65b0\u7814\u767c\u7684\u300c\u9632\u6c34\u900f\u6c23\u7e54\u6750\u300d\u6280\u8853\u54c1\u724c\u300c<span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/vetica-group.com\/tw\/tw\/portfolio\/xpore-2\/\">Xpore<\/a><\/span>\u300d\u547d\u540d\u6642\uff0c\u540c\u6a23\u4f7f\u7528\u81ea\u5275\u65b0\u8a5e\u7684\u7b56\u7565\u3002\u300cXpore\u300d\u7531\u5f37\u8abf\u54c1\u724c\u63a2\u7d22\u7cbe\u795e\u7684 (Explore) \u51fa\u767c\uff0c\u540c\u6642\u9ede\u51fa\u5948\u7c73\u5fae\u5b54\u8584\u819c\u79d1\u6280 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\u7684\u540d\u7a31\u6e90\u81ea\u300a\u4f0a\u7d22\u5bd3\u8a00\u300b\uff0c\u9ad4\u73fe\u54c1\u724c\u5275\u8fa6\u4eba Dennis Paphitis \u5c0d\u54f2\u5b78\u548c\u6587\u5b78\u7684\u71b1\u611b\uff0c\u5b9a\u8abf\u51fa\u8a69\u610f\u512a\u7f8e\u800c\u5bcc\u6709\u54f2\u7406\u7684\u54c1\u724c\u54f2\u5b78\uff0c\u65d7\u4e0b\u7522\u54c1\u547d\u540d\u540c\u6a23\u5f15\u767c\u806f\u60f3\u3002\u59822021\u5e74\u63a8\u51fa\u7684\u300c\u7c73\u62c9\u585e\u8482 Miraceti\u300d\u9999\u6c34\uff0c\u7d44\u5408\u62c9\u4e01\u6587\u7684\u300cMira\u300d\uff08\u661f\u661f\uff0c\u4e5f\u4ee3\u8868\u54f2\u5b78\uff09\uff0c\u548c\u300cCeti\u300d(\u9be8\u9b5a\u3001\u9be8\u9b5a\u5ea7)\uff0c\u8b93\u4eba\u61b6\u8d77\u6587\u5b78\u540d\u8457\u300a\u767d\u9be8\u8a18\u300b\uff0c\u547c\u61c9\u9999\u6c23\u7684\u6d77\u6d0b\u8abf\u6027\u3002\u77e5\u540d\u904b\u52d5\u54c1\u724c Nike \u540d\u7a31\u6e90\u81ea\u53e4\u5e0c\u81d8\u8a9e\uff0c\u6307\u5e0c\u81d8\u795e\u8a71\u7684\u52dd\u5229\u5973\u795e\u300c\u5c3c\u59ec\u300d (\u039d\u03af\u03ba\u03b7)\u3002\u5c3c\u59ec\u64c1\u6709\u4e00\u96d9\u7fc5\u8180\u3001\u901f\u5ea6\u9a5a\u4eba\uff0c\u8c61\u5fb5\u5728\u6230\u722d\u8207\u9ad4\u80b2\u7af6\u6280\u4e2d\u53d6\u5f97\u52dd\u5229\uff0c\u88ab\u8a8d\u70ba\u662f\u5e36\u4f86\u597d\u904b\u7684\u795e\u7947\uff0c\u5b8c\u5168\u7b26\u5408\u54c1\u724c\u60f3\u50b3\u9054\u7684\u50b3\u64ad\u7279\u9ede\u3002\u9019\u985e\u540d\u7a31\u806f\u60f3\u8d77\u4f86\u9952\u5bcc\u8208\u5473\u53c8\u5145\u6eff\u6545\u4e8b\u6027\uff0c\u4e5f\u80fd\u6709\u6548\u6e9d\u901a\u4e3b\u8981\u5229\u76ca\u9ede\u3002<\/p>\n<h4><span class=\"ez-toc-section\" id=\"%e6%8a%bd%e8%b1%a1\"><\/span>\u62bd\u8c61<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>\u9084\u6709\u4e00\u985e\u540d\u7a31\u662f\u865b\u69cb\u7684\uff0c\u6c92\u6709\u7279\u5225\u542b\u610f\uff0c\u4f46\u96a8\u8457\u7522\u54c1\u6216\u670d\u52d9\u88ab\u5ee3\u70ba\u4f7f\u7528\u8b8a\u5f97\u8033\u719f\u80fd\u8a73\uff0c\u9019\u6b78\u985e\u5728\u62bd\u8c61\u547d\u540d\u3002\u6700\u6709\u540d\u7684\u4f8b\u5b50\u662f\u641c\u5c0b\u5f15\u64ce Google\u3002\u300cGoogle\u300d\u662f\u5f9e\u6578\u5b78\u904b\u7b97\u5f0f\u300c\u53e4\u6208\u723e\u300d\uff08googol\uff0c\u6578\u5b571\u5f8c\u52a0\u4e0a100\u500b0\uff0c\u5373\u81ea\u7136\u657810<sup>100<\/sup>\uff09\u6539\u62fc\u800c\u4f86\u3002\u6839\u64da\u5b98\u65b9\u8aaa\u6cd5\uff0c\u6b64\u540d\u5b57\u7cbe\u78ba\u53cd\u6620\u5275\u8fa6\u4eba Larry \u8207 Sergey \u7684\u4f7f\u547d\uff1a\u300c\u532f\u6574\u5168\u7403\u8cc7\u8a0a\uff0c\u4f9b\u5927\u773e\u4f7f\u7528\uff0c\u4f7f\u4eba\u4eba\u53d7\u60e0\u3002\u300d\u9664\u4e86\u81ea\u5275\uff0c\u4f7f\u7528\u8207\u516c\u53f8\u7522\u54c1\u53ca\u670d\u52d9\u6beb\u7121\u95dc\u806f\u7684\u65e2\u6709\u5b57\u8a5e\uff0c\u4e5f\u5c6c\u65bc\u62bd\u8c61\u5f0f\u547d\u540d\uff0c\u4f8b\u5982\u860b\u679c\u516c\u53f8 (Apple)\u3002\u300c\u860b\u679c\u300d\u8207\u79d1\u6280\u7522\u696d\u76f8\u8ddd\u751a\u9060\uff0c\u4e4d\u807d\u4ee4\u4eba\u6478\u4e0d\u8457\u982d\u7dd2\uff0c\u4f46\u5275\u8fa6\u4eba\u8cc8\u4f2f\u65af\u89ba\u5f97\u9019\u500b\u540d\u5b57\u7c21\u55ae\u6613\u61c2\u53c8\u751f\u6d3b\u5316\uff0c\u80fd\u7834\u9664\u5927\u773e\u5c0d\u79d1\u6280\u7522\u696d\u7684\u523b\u677f\u5370\u8c61\uff0c\u63d0\u5347\u7522\u54c1\u8207\u670d\u52d9\u7684\u89aa\u548c\u529b\uff0c\u52a0\u4e0a\u5f8c\u7e8c\u6295\u5165\u5927\u91cf\u884c\u92b7\u8cc7\u6e90\uff0c\u5851\u9020\u6975\u7c21\u7684\u54c1\u724c\u98a8\u683c\uff0c\u8b93\u860b\u679c\u4e00\u8e8d\u6210\u70ba\u8fa8\u8b58\u5ea6\u6700\u9ad8\u7684\u54c1\u724c\u8b58\u5225\u4e4b\u4e00\u3002\u7136\u800c\uff0c\u5728\u54c1\u724c\u5145\u65a5\u7684\u6642\u4ee3\uff0c\u60f3\u8981\u795e\u4f86\u4e00\u7b46\u5275\u9020\u62bd\u8c61\u53c8\u5f15\u4eba\u5165\u52dd\u7684\u540d\u5b57\uff0c\u96e3\u5ea6\u662f\u66f4\u9ad8\u4e86\u3002[\/vc_column_text][vc_single_image media=&#8221;23591&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;108356&#8243;][vc_column_text text_color=&#8221;color-184738&#8243; uncode_shortcode_id=&#8221;844199&#8243; text_color_type=&#8221;uncode-palette&#8221;]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%e5%93%81%e7%89%8c%e7%94%a2%e5%93%81%e5%91%bd%e5%90%8d%e6%b3%a8%e6%84%8f%e4%ba%8b%e9%a0%85\"><\/span>\u54c1\u724c\/\u7522\u54c1\u547d\u540d\u6ce8\u610f\u4e8b\u9805<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u70ba\u54c1\u724c\u547d\u540d\u4e0d\u80fd\u53ea\u6709\u5275\u610f\u548c\u908f\u8f2f\uff0c\u9084\u8981\u8003\u91cf\u6587\u5316\u8207\u8a9e\u8a00\u7684\u9069\u5207\u6027\uff0c\u7279\u5225\u662f\u73fe\u5728\u591a\u6578\u54c1\u724c\u90fd\u9762\u5411\u570b\u969b\u5e02\u5834\uff0c\u64c1\u6709\u5408\u5b9c\u7684\u540d\u7a31\u624d\u80fd\u5728\u5168\u7403\u66a2\u884c\u7121\u963b\u3002\u56e0\u6b64\uff0c\u9664\u4e86\u5bb9\u6613\u7406\u89e3\u3001\u597d\u8a18\u597d\u5ff5\uff0c\u8981\u6ce8\u610f\u5b57\u8a5e\u672c\u8eab\u6216\u662f\u88ab\u7ffb\u8b6f\u5f8c\uff0c\u4e0d\u80fd\u5e36\u6709\u8ca0\u9762\u610f\u7fa9\u6216\u5f15\u8d77\u4e0d\u7576\u806f\u60f3\u3002\u4e00\u500b\u7406\u60f3\u7684\u540d\u7a31\u9084\u5177\u5099\u6c38\u7e8c\u6027\u8207\u5ef6\u5c55\u6027\uff0c\u8207\u4e8b\u696d\u4e00\u540c\u6210\u9577\uff0c\u6240\u4ee5\u61c9\u601d\u8003\u5982\u4f55\u5c07\u54c1\u724c\u540d\u7a31\u5ef6\u4f38\u5230\u7522\u54c1\u3001\u670d\u52d9\u6216\u6280\u8853\uff0c\u5efa\u7acb\u7cfb\u7d71\u6027\u7684\u7522\u54c1\u547d\u540d\u67b6\u69cb\u3002\u5728 Xpore \u547d\u540d\u5c08\u6848\u4e2d\uff0c\u78ba\u5b9a\u6280\u8853\u54c1\u724c\u540d\u7a31\u5f8c\uff0c\u745e\u81f4\u53d6\u9996\u5b57\u6bcd\u300cX\u300d\u7684\u6975\u9650\u3001\u6975\u81f4\u542b\u610f\uff0c\u914d\u5408\u4e09\u5927\u7522\u54c1\u7dda\u7684\u7279\u6027\u767c\u5c55\u65b0\u540d\u7a31\uff1aXtreme \u4e3b\u6253\u8d85\u8d8a\u6975\u9650\u7684\u5f37\u608d\u6027\u80fd\uff0c\u6eff\u8db3\u6236\u5916\u63a2\u96aa\u8981\u6c42\uff1bXtra \u5c08\u70ba\u90fd\u6703\u751f\u6d3b\u800c\u751f\uff0c\u878d\u5408\u9802\u5c16\u6a5f\u80fd\u8207\u66f4\u4e0a\u4e00\u5c64\u7684\u8212\u9069\u8457\u611f\uff1bXcellent \u56e0\u61c9\u75ab\u60c5\u63a8\u51fa\uff0c\u5728\u65e5\u5e38\u751f\u6d3b\u63d0\u4f9b\u6700\u5b89\u5fc3\u7684\u5065\u5eb7\u9632\u8b77\u3002\u4e09\u5927\u7522\u54c1\u7dda\u5411\u4e0b\u5ef6\u4f38\u81f3\u4e0d\u540c\u7cfb\u5217\uff0c\u5f62\u6210\u4e00\u8108\u76f8\u627f\u4e14\u5c0d\u61c9\u5404\u9805\u7368\u7279\u8a34\u6c42\u7684\u7522\u54c1\u547d\u540d\u67b6\u69cb\u3002[\/vc_column_text][vc_single_image media=&#8221;23602&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;150395&#8243;][vc_column_text text_color=&#8221;color-184738&#8243; uncode_shortcode_id=&#8221;328495&#8243; text_color_type=&#8221;uncode-palette&#8221;]\u66f4\u91cd\u8981\u7684\u662f\uff0c\u540d\u5b57\u5fc5\u9808\u5408\u6cd5\u53ef\u7528\uff0c\u4e5f\u5c31\u662f\u6aa2\u67e5\u5546\u6a19\u548c\u7db2\u57df\u80fd\u5426\u9806\u5229\u8a3b\u518a\u3002\u8207\u4ed6\u4eba\u96f7\u540c\u3001\u7f3a\u4e4f\u7368\u5275\u6027\u7684\u540d\u7a31\u4e0d\u53ea\u6709\u6a21\u4eff\u4e4b\u5acc\uff0c\u9084\u53ef\u80fd\u6d89\u53ca\u4fb5\u6b0a\uff0c\u5c0d\u4f01\u696d\u4e26\u7121\u52a0\u5206\u4f5c\u7528\u3002<\/p>\n<p>\u5728\u5be6\u52d9\u64cd\u4f5c\u4e0a\uff0c\u54c1\u724c\u8a2d\u8a08\u516c\u53f8\u6216\u54c1\u724c\u9867\u554f\u516c\u53f8\u6703\u5354\u52a9\u4f01\u696d\u5f9e\u7522\u54c1\u3001\u670d\u52d9\u6216\u6280\u8853\u7684\u7368\u7279\u8ce3\u9ede (USP) \u4e2d\u627e\u5230\u95dc\u9375\u5b57\uff0c\u5efa\u7acb\u4e00\u500b\u9f90\u5927\u7684\u5b57\u6bcd\u6c60 (word pool)\uff0c\u518d\u5229\u7528\u4e0a\u8ff0\u7684<span style=\"font-weight: 400;\">\u7522\u54c1<\/span><span style=\"font-weight: 400;\">\u547d\u540d<\/span>\u77e9\u9663\u4ee5\u53ca\u7e1d\u5bc6\u7684\u6587\u5316\u8207\u8a9e\u8a00\u5206\u6790\uff0c\u69cb\u60f3\u51fa\u4e00\u4efd\u9577\u6e05\u55ae (long list)\u3002\u63a5\u8457\u6703\u5728\u76ee\u6a19\u5e02\u5834\u7684\u5546\u6a19\u5c40\u8cc7\u6599\u5eab\u9032\u884c\u521d\u6b65\u6aa2\u7d22\uff0c\u6311\u9078\u51fa\u5c1a\u672a\u88ab\u8a3b\u518a\u4e14\u53ef\u4ee5\u4f7f\u7528\u7684\u540d\u7a31\uff0c\u6574\u7406\u6210\u77ed\u6e05\u55ae (short list)\u3002\u518d\u4f86\u5fc5\u9808\u78ba\u8a8d\u6bcf\u500b\u540d\u7a31\u662f\u5426\u547c\u61c9\u7368\u7279\u8ce3\u9ede\uff1f\u54ea\u4e9b\u806f\u60f3\u5ea6\u6700\u9ad8\uff1f\u904e\u6ffe\u51fa\u6700\u5f8c\u7684\u9078\u9805\uff0c\u642d\u914d\u60c5\u5883\u6558\u4e8b\u8207\u5b9a\u4f4d\uff0c\u4f9b\u5ba2\u6236\u6311\u9078\u3002<\/p>\n<p>\u6700\u7d42\u78ba\u5b9a\u540d\u7a31\u4e4b\u524d\uff0c\u5efa\u8b70\u9032\u884c\u6e2c\u8a66\u8207\u56de\u994b\u3002\u4f01\u696d\u53ef\u4ee5\u5fb5\u6c42\u5167\u5916\u90e8\u5229\u5bb3\u95dc\u4fc2\u4eba\u7684\u610f\u898b\uff0c\u6216\u8005\u9032\u884c\u5c0f\u898f\u6a21\u7684\u6d88\u8cbb\u8005\u8abf\u67e5\uff0c\u78ba\u4fdd\u540d\u7a31\u80fd\u5f15\u8d77\u76ee\u6a19\u53d7\u773e\u7684\u5171\u9cf4\u3002\u73fe\u4eca\u6d88\u8cbb\u8005\u5df2\u7d93\u6bd4\u904e\u53bb\u66f4\u91cd\u8996\u54c1\u724c\uff0c\u591a\u4e00\u9053\u6e2c\u8a66\u8207\u5fb5\u6c42\u610f\u898b\u7684\u7a0b\u5e8f\uff0c\u5f9e\u4e0d\u540c\u5c64\u9762\u8207\u8996\u89d2\u6aa2\u8996\u540d\u7a31\u5408\u5b9c\u8207\u5426\uff0c\u4f01\u696d\u80fd\u5c0d\u81ea\u5df1\u7684<span style=\"font-weight: 400;\">\u7522\u54c1<\/span><span style=\"font-weight: 400;\">\u547d\u540d<\/span>\u9078\u64c7\u66f4\u5805\u5b9a\u3001\u66f4\u6709\u8a8d\u540c\u611f\u3002<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%e5%a5%bd%e7%9a%84%e9%96%8b%e5%a7%8b%e6%98%af%e6%88%90%e5%8a%9f%e7%9a%84%e4%b8%80%e5%8d%8a\"><\/span>\u597d\u7684\u958b\u59cb\u662f\u6210\u529f\u7684\u4e00\u534a<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u54c1\u724c\u547d\u540d\u548c\u7522\u54c1\u547d\u540d\u662f\u4f01\u696d\u6210\u529f\u7684\u95dc\u9375\u8981\u7d20\uff0c\u4e0d\u50c5\u80fd\u8207\u53d7\u773e\u7522\u751f\u5171\u9cf4\u3001\u5f71\u97ff\u8cfc\u8cb7\u6c7a\u7b56\uff0c\u4e5f\u80fd\u6df1\u5316\u5e02\u5834\u5730\u4f4d\u8207\u7af6\u722d\u529b\u3002\u4f01\u696d\u9700\u8981\u6295\u5165\u8db3\u5920\u7684\u6642\u9593\u548c\u8cc7\u6e90\uff0c\u901a\u76e4\u5be9\u614e\u5730\u70ba\u54c1\u724c\u548c\u7522\u54c1\u547d\u540d\u3002\u7136\u800c\uff0c\u597d\u7684\u540d\u5b57\u53ea\u662f\u7b2c\u4e00\u6b65\uff0c\u85c9\u7531\u540d\u7a31\u50b3\u905e\u6838\u5fc3\u8a0a\u606f\u5f8c\uff0c\u9084\u9700\u914d\u5408\u5b8c\u6574\u7684<span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/vetica-group.com\/tw\/tw\/cis-creating-process\/\">CIS\u4f01\u696d\u8b58\u5225\u7cfb\u7d71<\/a><\/span>\uff0c\u5f9e\u4e0d\u540c\u5a92\u4ecb\u6301\u7e8c\u8207\u76ee\u6a19\u53d7\u773e\u6e9d\u901a\uff0c\u591a\u7ba1\u9f4a\u4e0b\u6253\u9020\u7368\u4e00\u7121\u4e8c\u7684\u54c1\u724c\u4e16\u754c\u3002[\/vc_column_text][vc_column_text text_color=&#8221;color-184738&#8243; uncode_shortcode_id=&#8221;413642&#8243; text_color_type=&#8221;uncode-palette&#8221;]<span style=\"font-weight: 400;\">\u53c3\u8003\u8cc7\u6599\uff1a\u827e\u502b\u30fb\u4e9e\u7576\u68ee (Allen P. Adamson)\uff0c\u300a\u7c21\u55ae\u5c31\u662f\u4f60\u7684\u54c1\u724c\u529b\u300b(Brand Simple: How the Best Brands Keep it Simple and Succeed)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5ef6\u4f38\u95b1\u8b80\uff1a<\/span><br \/>\n<span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/vetica-group.com\/tw\/tw\/brand-design-agency\/\">\u4ec0\u9ebc\u662f\u54c1\u724c\u8a2d\u8a08\uff1f\u54c1\u724c\u8a2d\u8a08\u516c\u53f8\u7684\u670d\u52d9\u6d41\u7a0b\u6709\u54ea\u4e9b\uff1f\u5982\u4f55\u627e\u5230\u9069\u5408\u4f01\u696d\u4e3b\u7684\u54c1\u724c\u8a2d\u8a08\u516c\u53f8\uff1f<\/a><\/span><br \/>\n<span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/vetica-group.com\/tw\/tw\/cis-creating-process\/\">CIS\u8a2d\u8a08\u6d41\u7a0b\u4ecb\u7d39\uff1a\u4e86\u89e3\u8b58\u5225\u7cfb\u7d715\u95dc\u9375\uff0c\u6253\u9020\u7368\u7279\u4f01\u696d\u7279\u8cea\uff01<\/a><\/span><br \/>\n<u><\/u>[\/vc_column_text][vc_empty_space empty_h=&#8221;0&#8243;][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_section back_color=&#8221;color-jevc&#8221; overlay_alpha=&#8221;50&#8243; uncode_shortcode_id=&#8221;191252&#8243; back_color_type=&#8221;uncode-palette&#8221; el_class=&#8221;news-heading-section&#8221;][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; back_color=&#8221;color-jevc&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;0&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;202835&#8243; css=&#8221;.vc_custom_1669390575981{padding-right: 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