一段文字英译汉.关于城市品牌的.、.Internal ResearchA long lasting and effective brand for a city is built on the core values and strengths found within that community.The only way to know what that is for sure is to ask.A comprehensive

一段文字英译汉.关于城市品牌的.、.Internal ResearchA long lasting and effective brand for a city is built on the core values and strengths found within that community.The only way to know what that is for sure is to ask.A comprehensive
一段文字英译汉.关于城市品牌的.、.
Internal Research
A long lasting and effective brand for a city is built on the core values and strengths found within that community.The only way to know what that is for sure is to ask.A comprehensive city-wide survey must be developed and distributed to each and every household within the city.This is the only way you can be sure that you are indeed getting at the true core of your citizens without interference from special interests.
External Research
This second step should be performed concurrently with the first,that way the results of one do not influence the other.Most cities have no idea how they are perceived outside their little world.Either they are afraid to ask or unable to listen.What most will find is that the way they are perceived often varies dramatically from the reality that exists(remember – perception is reality).
Logo & Brand Promise Design
Armed with your internal and external research,you can define the core values of your city and understand where that differs with the perceptions.With all these thoughts and information now gathered you can begin to create a new brand promise (or if you are like most cities,your first one).The brand promise is a phrase or slogan that becomes part of your logo and an integral part of your city.It represents and paints a mental picture that captures the essence of your city to all that are exposed to it.The brand promise should be short and focused (the perfect one would be one world,although this is rarely achievable).The logo can then be created and should visually support the brand promise and represent the character and/or key visual elements of the city.
In the case of St.Cloud,the old logo lacked a brand promise,was visually incorrect and was unattractive.
St Cloud is a city that is about 20 miles from Disney World in Florida.When the old logo was developed in the 60s in the early days of Disney,it was anticipated that St.Cloud would become a big tourism destination.As such,the Disney castle represents almost 50 percent of the logo.In reality the St.Cloud of today has almost no tourism and,more importantly,does not want any part of it.
Comprehensive Brand Identity Package Design and Implementation
Once you have developed your logo the next step is to make it quickly ubiquitous within the city (St.Cloud changed everything over a 30 day period).This means it must appear on all media the city generates – business cards,stationary,vehicles,uniforms,signs,promotional materials and all forms of communication.
Internal Education
In order for the brand to begin to be established it must become a mantra within the city.It is important to share the results of all of the research with the city staff and the public.Take the time to educate them as to what the results mean and what steps the city is planning to take to implement policy based on those results.

一段文字英译汉.关于城市品牌的.、.Internal ResearchA long lasting and effective brand for a city is built on the core values and strengths found within that community.The only way to know what that is for sure is to ask.A comprehensive
市内调查
一个城市的长效性品牌是建立在其核心价值与公众优势之上的,而确定其内容的唯一途径便是询问.制定出全市性的综合性调查表并发放到市内的各家各户极为必要.只有如此才能避开那些特殊兴趣而发现市民真正的核心价值所在.
市外调查
此为第二步,应与第一步同时进行,这样两种调查的结果才不会相互影响.大部分城市不清楚外界是如何看待它们的,或是畏于询问,或是无法倾听.人们大多会发现外界的看待常常与真实的存在极为不同（切记——认知即真实）.
设计标志与品牌承诺
在获得了市内与市外调查后,便可定义城市的核心价值,理解它与认知的不同之处.拥有了这些想法以及收集到的信息,便可开始设计一个新的品牌承诺（或者如果你与大多数城市相似,你的第一个）.品牌承诺是你们城市标志中的一条短语或标语,是你们城市不可或缺的一部分.它代表了你们城市的精髓,并在所有接触到它的人的脑海中勾勒出一幅图景.品牌承诺应设计的短小精悍,重点突出（最完美的就是一个字,尽管很少有人做到）.接下来便可以设计标志了,它应在外观上支撑起品牌承诺并体现城市的特点和/或关键性外观要素.
在St.Cloud（圣克劳德）这个案例中,旧标志缺少品牌承诺,外观上就不准确,没有吸引力.
St.Cloud(圣克劳德)是福罗里达州距离迪士尼世界约20英里远的一座城市.旧标志设计于60年代迪士尼世界初建之时.据预期,St.Cloud将成为一处旅游胜地,因此,迪士尼城堡占了该标志的近50%.实际上,如今的St.Cloud几乎没有什么旅游业,更重要的是,该市也不想要什么旅游业.
综合性品牌特征的包装设计与实现
一旦设计好标志,接下来的步骤便是迅速在市内普及（St.Cloud在30天的时间里改变了一切）.这意味着它必须出现在城市的所有媒介上,包括名片、文具、交通工具、制服、指示牌、促销材料以及各种形式的通讯工具.
市内教育
为使城市品牌建立起来,必须使之成为城市中的口号,反复重复.与城市行政人员以及公众共享所有调查结果颇为重要.应投入时间使他们了解这些结果意味着什么,以及城市将要采取哪些行动来执行相应的方针政策.
这篇文章应该有一些专业知识吧,哪里翻的不恰当,请多包涵.

Internal Research
A long lasting and effective brand for a city is built on the core values and strengths found within that community. The only way to know what that is for sure is to ask. A compr...

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Internal Research
A long lasting and effective brand for a city is built on the core values and strengths found within that community. The only way to know what that is for sure is to ask. A comprehensive city-wide survey must be developed and distributed to each and every household within the city. This is the only way you can be sure that you are indeed getting at the true core of your citizens without interference from special interests.
External Research
This second step should be performed concurrently with the first, that way the results of one do not influence the other. Most cities have no idea how they are perceived outside their little world. Either they are afraid to ask or unable to listen. What most will find is that the way they are perceived often varies dramatically from the reality that exists(remember – perception is reality).
Logo & Brand Promise Design
Armed with your internal and external research, you can define the core values of your city and understand where that differs with the perceptions. With all these thoughts and information now gathered you can begin to create a new brand promise (or if you are like most cities, your first one). The brand promise is a phrase or slogan that becomes part of your logo and an integral part of your city. It represents and paints a mental picture that captures the essence of your city to all that are exposed to it. The brand promise should be short and focused (the perfect one would be one world, although this is rarely achievable). The logo can then be created and should visually support the brand promise and represent the character and/or key visual elements of the city.
In the case of St. Cloud, the old logo lacked a brand promise, was visually incorrect and was unattractive.
St Cloud is a city that is about 20 miles from Disney World in Florida. When the old logo was developed in the 60s in the early days of Disney, it was anticipated that St. Cloud would become a big tourism destination. As such, the Disney castle represents almost 50 percent of the logo. In reality the St. Cloud of today has almost no tourism and, more importantly, does not want any part of it.
Comprehensive Brand Identity Package Design and Implementation
Once you have developed your logo the next step is to make it quickly ubiquitous within the city (St. Cloud changed everything over a 30 day period). This means it must appear on all media the city generates – business cards, stationary, vehicles, uniforms, signs,promotional materials and all forms of communication.
Internal Education
In order for the brand to begin to be established it must become a mantra within the city.It is important to share the results of all of the research with the city staff and the public.Take the time to educate them as to what the results mean and what steps the city is planning to take to implement policy based on those results.
肯定是对的！

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