Study On The Brand Construction And The CIS Construction Of M Company

Brand building is not just brand image building, but also includes the brand building concept, brand management and other broader content. CIS (Corporate Identity System) consists of three parts, namely:business concept of identification (Mind Identity, abbreviated MI), corporate behavior recognition (Behavior Identity, abbreviated BI), corporate visual identity (Visual Identity, abbreviated VI), it is a complete system which is widely used as implementation tool of brand building.Architectural decoration industry is an ancient and emerging industry in China, when humans began building there is a building decoration in early time. During the30years of development, China’s building decoration industry has a very good development prospects. Meanwhile, with the Gold Mantis, the Hirota and other decorative company become the listed companies, the decoration competition among enterprises have begun to focus on brand competition. M Company is a small-medium sized architectural firm. After years of hard work, the company develops gradually from the adapter to independently undertake the project and design innovation, and explore a certain decoration business with ecological characteristics, which wins customers universal praise for its professional level and product quality. However, M Company initially ignored brand building which lead to the problems emerged gradually, the brand influence is obviously unable to match its level of business and corporate strength, which has adversely affect on the success rate of company project bid and hinder further development of enterprise.In this paper, the use of brand building and basic theory CIS strategy, brand building tools to CIS as the M’s macro environment and micro environment is analyzed in detail, discusses the M building decoration companies in the development of the existing problems and causes, find out the cause of the problem. On this basis, the M companies CIS into program design and to develop a specific implementation steps, the final results were evaluated on the implementation. Overall, CIS strategy is more effective brand-building tools, the strategy of import CIS, M level of the company’s performance has been significantly improved, and has a greater potential for development.