生存在消费社会的企业不仅面临产品的竞争,通常也面临着品牌的竞争。这种竞争肇始于19世纪末西方工业世界的大规模营销活动。正如克莱恩指出,由于产品并无二致,因此,制造产品的同时也必须创造形象的差异,竞争激烈的品牌打造就此成为机械时代的必需品。①而从机械时代跨入数字时代的演进,更使得“LOGO” Businesses that survive in the consumer world face not only product competition but also brand competition. This competition began with the mass marketing of the western industrial world in the late 19th century. As Klein pointed out, because there is no difference between products, manufacturing products must also create the image of the difference, a highly competitive brand to become a necessity of the mechanical age. ① From the mechanical era into the digital era of evolution, but also makes “LOGO ”