许多从事国际商务的公司经理正面临这一挑战:如何从全球角度思考,赢得众多外国消费者。然而,在所有关于国际竞争、产品质量、货币波动与长期忠诚的讨论中,往往忽视极其重要的一点:如何在快速变化的国际市场上向合适的受众传达合适的信息。许多公司对于采用哪种公司标识或品牌标识对自己在海外最有帮助一无所知。 许多公司无意中传达出了错误的信息,结果当然令人失望。试想:如果你对公司传播与品牌标识没有一项明确表达的战略,成功的机会从何谈起? Many corporate managers engaged in international business are facing the challenge of how to think globally and win many foreign consumers. However, in all discussions of international competition, product quality, currency fluctuations and long-term loyalty, it is often overlooked of the crucial point of how to communicate the right message to the right audience in a rapidly changing international marketplace. Many companies know nothing about which corporate or brand identity to use to help themselves overseas. Many companies inadvertently send the wrong message and the results are of course disappointing. Imagine: If you do not have a clearly articulated strategy for corporate communications and brand identity, where do you talk about your chances of success?