..
1. . 4
2. . 10
1.1. SWOT-a. 10
1.2. . 10
1.3. . 12
1.4. . 12
3. . 14
2.1. . 14
2.2. . 14
2.3. . 16
3. . 17
3.1. . 17
3.2. . 17
3.3. . 21
4. . 21
5. . 23
6 . 24
7. . 25
4. . 27
4.1. . 28
4.2. . 29
4.3. . 29
4.4. . 31
4.5. . 33
4.6. . 34
4.7. "Electrolux". 36
4.8. . 39
5. . 39
5.1. . 40
5.2. . 42
5.3. . 43
5.4. . 43
5.5. . 44
5.6. . 44
5.7. -2000. 46
5.8. . 47
5.9. . 49
5.10. . 51
5.11. . 52
5.12. . 53
6. . 57
7. : - naming link test 63
1.-. 63
2. Naming link test 65
1. 68
2. 70
4. . 75
5. . 75
6. (Premium Profit) 75
7. . 75
8. (Earnings basis) 76
9. . 76
1.
, , , . , , , , , , , , . , -, .
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I - (FMCG), . , Fortis, , . - . I , , , . , , , , , . , , , , . FMCG- . Campbells, Quaker Oats Coca-Cola.
, . , . 1940- , , , . , , , , . , , , , .
, , (Walter Landor), . 1913 . , (Royal Society of Arts). , 1939 , -. , 1941 , Walter Landor & Associates - . , . Landor , , . , . . , . , . . 1950- Lippincott & Margulies ( Lippincott Mercer) -, .
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1959 Landor . Landor . . , , , . , . , , .
Braun , , . (Dieter Rams) 1950-e . Braun . , AEG Olivetti. - corporate identity , , , , , , . 1950- , Deskey, Leowy & Snaith, George Nelson King Casey ( Merrill Lynch), (Herbert Matter) (Paul Rand). 1960- , , : Landor Associates Lippincott & Margulies. 60-, - 80-. Landor Associates . . , - ( - ) . 60- (Wally Olins), Wolff Olins corporate identity: , 60- . . . , , , . Wolff Olins . Parkway Camden Town. : , , . , . . , , , , . . : . Wolff Olins , , . corporate identity . .
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- , Landor, Wolff Olins, Lippincott Mercer, , , (Lester Bill) (William Golden), corporate identity , , . , McKinsey , , - 1960- .
60- , , . . , . . , ?.. . ? . ? . [- ] . (Wolff Olins) , , . . Lyons, Hadfields, English Electric Computers BOC. Norton Villiers, Bovis, Bowyers, P&O 养 .
1964 Landor Klamath, , , . 1924 Klamath - , 1956 . Klamath $12 . 1964 1987 - Landor Klamath, , Landor, .
Klamath , , Landor. (Tom Wolf) . , Klamath , - (Marshall McLuhan), (George C Scott), (Andy Warhol), Grateful Dead . , . Klamath , .
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1965 (Gordon Lippincott), Lippincott & Margulies , . (Walter Margulies), , , corporate identity. RCA, Chrysler . , ( ), .
1968 Landor Klamath Levis, , . , . Landor , , , , , . , Bank of America, Hewlett-Packard, Cotton, , -. , Landor, -. 60- Lippincott & Margulies, , corporate identity. (Tony Spaeth), , Lippincott & Margulies Anspach Grossman Portugal. , 1996 , Anspach Grossman Portugal - Enterprise IG.
70- . , (James Pilditch), (Terence Conran) (Rodney Fitch) (Michael Peters), . , , . -, , . - , .
1972 Fitch , : , . Fitch - . Fitch , , , , , --, . Fitch , , , , , . , Design Council (Royal College of Art) -. 1990 CBE (Crown of the British Empire) -, 2005 .
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, Identica, . c (Josef Albers). Collett, Dickenson and Pearce, , 1970 , Michael Peters and Partners, . 1983 , . 1989 45 . : BBC, British Airways, The Conservative Party, Redland, ITV, United Distillers Unilever. 1986 , . 1990- OBE (the Order of the British Empire) .
70- - , : Cato Purnell Partners (1970 ), Pentagram (1972 ) , - 1974 Interbrand.
Interbrand , . , , Interbrand , . , , , , , . , .
- , , , Virgin. , , . , , Virgin, BMW, Apple The Body Shop, , , , -. . - . , 80- . , -, web- . , , . , , , . , 10 15 identity design, . : , , , , , .
, 80-90- - - . 1985 Anspach Grossman Portugal corporate identity consultants. Anspach Grossman Portugal Lippincott & Margulies marketing communications and design consultants. , , , , . . , Landor, Interbrand Enterprise IG - , -, , . - , , , , , identity , . - , : - , , , , , , .