设计师们都会注意到这样一个事实，诸多世界知名品牌出于种种原因均在默默地修改着自己的形象系统、产品包装、广告风格。一切在不知不觉中进行，只是大众消费者没有体会到而已。这种变化似乎有悖于我们通常达成共识的主张，即构筑持久、统一、标准化的CI。于是，品牌价值理论 Designers will take note of the fact that many world-renowned brands silently modify their own image system, product packaging, advertising style for a variety of reasons. All unknowingly carried out, but the mass consumers did not realize it. This change seems to run counter to our common understanding that a lasting, unified and standardized CI should be built. Thus, the theory of brand value