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받은 트랙백이 없고 , 댓글이 없습니다.
secret

요즘 가장 많이 뜨고 있는 존피터 백팩 브랜드에 대한 정보입니다.

The John Peters New York's design set the stage for industry standards and are copied by every fashion house in the world !

전 세계 가방의 Standard가 된 “존피터(John Peters New York)” 디자인

"When John Peters, the unwitting pioneer of the hippest container around,
founded his company in 1980, he didn't exactly picture Henri Bendel as the backdrop for his messenger bags, which range from $12 to 120. But as soon as high-end accessory designers like Prada and Helmut Lang turned to the streer for inspiration, Fifth Avenue establishments suddenly became his business.

A lifelong mountaineer, Peters used to make his own gear("Eastpak watched every move I ever made, "he claims), When he loaded up his VW Bug out West and landed in Manhattan, Peters asked the question, "Why can't city dwellers have the same high-tech features and closures as backpackers?"

In 1980, he applied Cordura Plus nylon to his shoulder-strap bags. Nowadays, he's justifiably paranoid when a customer comes to his East Village shop three days in a row, studies the new designs, and leaves empty-handed. Though he curses those who have capitalized on his design -- "They've already stolen my logo"-- he hasn't patented anything.

Ultimately he believes, with typical shaggy-climber humility, that his bags are "just functional." Indeed, aside from his varying shapes, closures, and colors(he's created some 400 patterns), Peters hasn't changed the basic formula from year to year. "I'm sticking with the same ballistic nylon I used back in 1983." At least they can't touch his fabric recipe. "Nobody knows my secrets," says the proud Vietnam vet."

METROPOLIS MAGAZINE / AUGUST/SEPTEMBER 1999
(courtesy : Jonathan Kantor)

"Backpacker John Peters' squarely utilitarian bags, as carried on Fifth Avenue by bike messenger-- and Henri Bendel" 



Bike Messenger들의 사랑으로 뉴욕 5번가,
뉴욕 최고의 명품관인 ‘Henri Bendel’에 서게 된 존피터 가방.

Now with his factory and design offices located near Woodstock, NY, Peters continues to design and produce the same high quality, American made classics as he has done for close to 3 decades, now under the label JOHN PETERS NEW YORK (EST. 1980).

He is also producing a special collection of bags under the label PETERS MOUNTAIN WORKS(EST. 1978).



존피터(John Peters)는 어느새 가장 앞서가는 가방의 개척자가  되었지만 1980년에 그의 회사를 설립할 때만 하더라도 뉴욕 최고의 명품관인 헨리 벤델에 그의 메신저백을 내걸지 않았다. 당시 그의 메신저백은 $12에서 $120 정도의 가격이었다. 그러나 프라다나 헬무트 랭 (Helmut Lang)과 같은 최고급 디자이너들이 영감을 얻기 위해 거리로 나오기 시작하면서 뉴욕 5번가는 그의 사업무대가 되었다.

등산을 좋아했던 존피터(John Peters)는 자신의 장비와 복장을 스스로 만들곤 했는데 이스트백(“Eastpak” )이 자신이 만들어온 디자인들을 늘 모방해 오는 점에 대해 불평해 왔다. 그가 맨하탄에 왔을 때, 존피터는 “왜 이곳 도시 사람들은 백팩커로서 모두 좋은 가방을 가지지 못했을까?”라는 의문을 제기하곤 했다.

존피터는 1980년에 “Cordura Plus nylon” 소재를 그의 숄더백에 적용했다. 요즘 John Peters는  그의 매장에 찾아온 손님들이 몇 일 내내 방문하여 새로운 디자인을 살펴보고는 빈손으로 떠나가는 것을 보면 서운해 할 만한 이유가 있다. 그는 그동안 그의 디자인을 바탕으로 돈을 벌기위해 상업화 하는 사람들에게 큰 도움을 주었지만, 정작 그는 자신의 디자인에 대해 법적인 보호를 받지 않아 결과적으로 그의 디자인을 모두 빼앗겼기 때문이다.

전형적인 등산가인 존피터는 궁극적으로 그의 가방이 기능적이다 라고 믿고 있다. 그는 이미 400개가 넘는 패턴을 만들어 왔음에도 불구하고. 디자인 모양, 재질, 색상 등에 있어서는 세월이 지나도 기본적인 형태에는 변화를 주지 않고 있다. “나는 1983년에 가방에 적용했던 같은 ballistic nylon 소재를 사용하고 있습니다.” 최소한 사람들은 John Peters의 가방 소재에 대해서도 따라오지 못하고 있는 것이었다.

백팩커인 존피터의 당당하고 실용적인 가방들은 이제, 자전거 메신저들로 부터의 인기를 바탕으로    뉴욕 5번가와 뉴욕 최고의 명품관인 헨리 벤델에서 판매하게 되었다.

존피터는 현재 뉴욕에 위치한 디자인 사무소와 공장을 통해 그가 30년 동안 만들어온 것과 같은 높은 퀄리티의 제품을 디자인 및 생산하고 있으며, 존피터뉴욕(JOHN PETERS NEW YORK)이라는 브랜드를 통해 출시되고 있다. ALL MADE IN NEW YORK.


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1. 마케팅컨설팅 이란
 
마케팅컨설팅은 시장의 마케팅 기회/위협을 발견하고, 이에 대응하기 위한 전략수립, 제품/서비스, 가격,유통, 촉진 전략을 수립하는 것이다. 당사는 항상 변화하는 경영환경 속에서 고객만족을 지향하며 기업의 성장을 도모하기 위한 마케팅 전략 컨설팅 서비스를 제공하고 있다.
 
2. 마케팅 자문
 
마케팅 자문은 기업의 제품/서비스에 대해 중장기적으로 조언을 받는 경영자문 서비스이다.기업 경영상 수시로 발생하는 각종 마케팅 문제에 대해 전문가의 지속적인 조언을 받으실 수 있는 서비스이며, 전문가가 내 제품에 대해 지속적인 관심을 갖고 조언하는 경영 파트너 서비스이다.
 
 
마케팅자문 서비스의 특징
 
종합적 (Synthesis) - 마케팅 전반에 대한 종합지도
체계적 (System) - 기업환경에 적합한 프로그램 지도
신속함 (Swiftness) - 마케팅 문제에 대한 즉석즉답 지도
경제적 (Saving) - 저렴한 비용으로 전문인력을 활용하는 서비스
지속적 (Sustainment) - 연간 지속적으로 수행하는 경영지도
 
지도방법
 
정기적인 방문 (근무) 에 의한 상담 지도 - 일, 주, 월단위
기업 필요에 따라 마케칭 문제에 대한 DB, 자료조사, 연구, 경험에 의한 지도
지도 프로그램 진행 중에도 기업 필요에 따른 변경 지도 가능
다양한 마케팅 진단 및 지도 프로그램 수시 활용
기업 필요시 전화, e-mail을 통한 지도 가능
 
지도내용
 
마케팅전략개발, 시장조사, 환경분석, 전략, 제품/가격/유통/판매촉진전략 등
컨설팅, 자문, 교육
각종 마케팅 진단 서비스 제공
 
관리방법
 
기업의 마케팅 전반에 대한 진단자료 확보
기업별 Profile 작성 및 보유 - DB관리
전단 컨설턴트 1명 지정 관리
기업 기밀 절대보호
마케팅 컨설팅 보고서, 자료, 양식이 필요한 경우 별도 계약
 
지도효과
 
기업 마케팅 문제 및 과제에 대한 전문인력의 종합적인 지도
경영자 및 임직원에 대한 컨설팅, 자문, 교육, 실행의 지속적 효과
기업의 마케팅 전문인력 부족 해결
경영자 및 임직원의 전문지식 및 스킬 제고
각종 마케팅 난제에 대한 고민 해결
3. 마케팅 기획서
 
마케팅 기획서는 기업의 마케팅 문제(마케팅조사, 마케팅전략 및 제품, 가격, 유통, 촉진전략)를 해결하기 위해 수립 한 전략 문서이다. 마케팅 계획서는 기업의 마케팅 문제에 대한 여러 가지 요인들을 조사 분석하여, 고객지향적인 가치혁신을 담아야 한다.
 
마케팅 기획서 작성의 의의
 
추진제품/서비스에 대한 체계적 접근
제품/서비스에 대한 과학적 조사, 분석, 전략수립
실행과 통제의 지침서 마련
무계획적 실행에 따른 위험요소 축소 및 제거
 
마케팅 기획서 작성의 중요성
 
제품/서비스 개발의 방향성 제시
기획자의 추진능력과 타당성 표시
제품/서비스 성공 가능성 판단 자료
미래 제품/서비스에 대한 경영자원 배분 지표
 
작성방법
 
제품/서비스 기획자와 면담
제품/서비스의 현황 파악 및 조사
제품/서비스의 기본전략수립 - 고객 및 시장지향적 접근
체계적 접근, 냉철한 판단, 창조적 기획

예) 마케팅 컨설팅(마케팅 전략 컨설팅)의 업무흐름도, framework 보기
* 아래의 프레임워크는 KMAC 마케팅 컨설팅의 자료입니다.
  KMAC 마케팅 컨설팅의 Framework은 기본과제의 진단과 이것을 통한 가설의 설정과 이슈의 도출, 이를 통한
  마케팅 전략의 목표 및 전략의 수립, 최종적으로 마케팅 믹스의 설계로 이어짐
  각각의 시행안은 그 형태에 따라 신상품, 브랜드, 이미지, 조직, 인적과제 등으로 나누어 지며, 각 과제들에
  대한 해결방안에 대해서 치적해를 제공하는 시스템입니다. (해당 홈피서..)
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처음 SK의 통합브랜드가 출시되어 광고를 때릴 때만 하더라도 나름대로는 최악의 워스트 네이밍(WORST NAMING)이라고 생각을 했었는데.. 지금은 맘이 흔들리고 있다.

막대한 광고비의 효과라고 해야할까? 혹은 최근의 브랜드커뮤니케이션이 예전에 비해 훨씬 효과적이었던 것 같기도 하고, ,, 암튼 T는 이제 소비자의 마음속에 서서히 자리잡고 있다. 그야말로 SK마케터의 생각대로일까 ㅎㅎ

우선, 네이밍만 놓고 본다면, 다소 무리가 있었던 잘못된 네이밍이라고 생각을 했었다.
현재는 브랜드 확장성면에서.. 큰 자산이 구축되는 것 같은 느낌이지만,
그때의 기분을 살려서 브랜드 네이밍을 생각해 본다.

사용자 삽입 이미지

선정 브랜드 : 생각대로 T

□ 브랜드 BI 개요

사용자 삽입 이미지

○ [T]는 [통신(Telecom)], [기술(Technology)], [최고(Top)], [신뢰(Trust)], [동반(Together)]를 의미하는
    것으로 최고의 기술로 고객들에게 신뢰 받는 통신 서비스를 제공하겠다는 의지를 표현하는 네이밍으로 궁극적
    으로는 유비쿼터스 네트워크를 구현하겠다는 목표를 가지고 있음.          - 출처 : 인터넷 -


□ 선정이유

 ○ T의 메시지(의미, 속성, 혜택)가 전달되지 않음.
    - 디자인, 로고, 징글 등 다양한 브랜드 요소를 동원하여 지속적인 광고를 송출함에도 불구하고 ‘T'가 무엇을
      의미하는지 알기가 어려움.
   ※ 반면, 경쟁사의 ‘SHOW'는 WCDMA의 의미와 SHOW(동영상 이미지)가 부합

 ○ 개성(독특함)이 낮음 : T라고 했을때 SKtelecom의 T가 떠오르지 않음.
    - 한국타이어 T-Station, 스마트 카드 T-money 등 강력한 브랜드가 이미 선점
    - 연상이미지가 많아서 천문학적인 광고비를 지출함에도 불구하고 아이덴티티를 정립하기가 쉽지 않아 보임.

   ※ 네이밍 이외의 다양한 브랜드 요소를 동원하여 “영상통화 정복 시리즈” 등을 소구하고 있으나 소비자에게
       인식시키기에는 무리가 있어 보임.

 ○ 로고형이 아닌 문자형으로는 법적 보호는 받기 어려워 보임

 ○ 임팩트와 텐션이 전체적으로 낮아 보임

 ○ 다만, 이동통신은 기술의 변화로 인해 진화하는 성격상 향후 여러 가지를 담아내기 위한 네이밍 그릇이 넓은
     편이라고 생각됨..

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브랜드 네이밍 사례, 베스트 네이밍까진 아니지만.. 암튼..
예전에 신화창조에 비밀에 나온 프로그램을 보면서 하나코비의 락앤락이 여러가지 어려움 속에서 중소기업의 신화를 창조했구나라는 생각을 갖게 되었습니다. 예전의 아이리버를 보듯.
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사용자 삽입 이미지


□ 선정 브랜드 : Lock&Lock(락앤락)

□ 브랜드 BI 개요
 
사용자 삽입 이미지
○ 영문 “Lock(잠그다)”을 두 번 반복해서 사용하여 잠그고 또 잠근다는  의미로 뛰어난 밀폐력을 연상
○ 집을 도식화하여 전체적인 심볼의 형태를 표현함으로써 락앤락의 더 나은 아이디어로 보다 편리한 가정을
    만들겠다는 의지를 상징적으로 나타냄
○ 우측 상단에 자물쇠 또한 안전하고 믿을만한 제품을 만들겠다는 락앤락의 기업정신을 내포        
     - 출처 : Lock&Lock (락앤락) 홈페이지 -
 

□ 선정이유

<네이밍의 평가의 주요 판단기준>
 • 임팩트와 텐션 - sense of hearing, site, rhythm
 • 기능성
 • 국제성
 • 개  성
 • 등록가능
 • 내구성 등주요 판단기준

<Lock&Lock (락앤락)사례>
 • “Lock&Lock (락앤락)” 균형 잡힌 구조
 • 부르고, 듣기 좋으며, 운율이 있음
 • 속성과 특징을 정확히 표현(잠그고 잠금)
 • Lock&Lock은 해외에서도 좋은 이름
 • 기억용이, 선명한 인상(이름이 독특)
 • 등록가능 네이밍, 속성을 중심으로 강력한 브랜드 아이덴티티 구축가능


하나코비의 밀폐용기 “Lock&Lock(락앤락)”의 성공비결은 뚜껑과 몸체의 실리콘과 4면 잠금 장치, 그리고 마케팅 전략을 뽑고 있는데, 마케팅이 성공적으로 이루어지게 된 것은 네이밍이 주효했다고 생각한다.
얼마전 아내를 따라 마트를 갔을 때, 집에서 잔뜩 본적이 있던 Lock&Lock 용기를 또 고르는 것을 보고 “그거 집에 많찮아․” 라고 했던 기억이 난다.
밀폐용기 구매 계층이 아닌 내가 ‘락앤락’만을 기억하는 이유는 무엇일까? 단지 집에 있기 때문만은 아니다, 집에는 다른 브랜드 용기들도 있으며, ‘락앤락’에 대해서는 우리나라 브랜드 인줄도 모를 정도로 정보가 없었다.
‘락앤락’의 광고를 처음 접했을 때, ‘락앤락~’이라는 말을 들으면, 왠지 징글처럼 머릿속에 오래 잔상이 남는다. 이름에서 연상되는, 설명이 필요 없는 제품의 속성, 그리고 독특한 리듬의 운율 이 두가지만으로도 기억하기 용이한 선명한 인상을 주었다.

우리가 아는, 브랜드의 판단기준으로 보더라도, Lock&Lock은 락앤락은 모양이 대칭 안정감이 있고, 앞서 얘기한 바와 같이 부르기 좋고 듣기 좋은 운율도 가지고 있다. 외국인이 보더라도 이상하지 않은 의미를 가지고 있으며, 어느 누가 읽더라도 “락앤락”으로 발음된다. 특히 제품의 속성에 대해서는 “워크맨”처럼 정확하게 무엇인지를 인지시켜 줄 수 있다. 이는 소비자에게 강한 인상을 남겨적은 홍보활동으로 높은 효과를 가져오고 있다.


<참고 : 하나코비는 어떤 회사인가?>

◦ 하나코비(주)는 신개념 밀폐용기 락앤락(Lock&Lock)을 생산하는 밀폐용기 전문 기업
   - 1985년 설립 이후 주방, 욕실, 어린이용품 등 600여 가지의 다양한 생활용품을 생산해온 회사를 대표할 만한
     주력 아이템 개발의 필요성을 실감한 후, 1997년부터 회사 정책을 전면 수정하여 기존 밀폐 용기 방식과는
     다른 신개념 밀폐용기 락앤락(Lock&Lock)을 개발함.

 ◦ 2007년 9월 핵심 가치인 Simple&Speed 경영의 일환으로 분리법인을 ㈜락앤락으로 통합하고 연구개발, 제품
   생산, 영업, 마케팅 등 모든 역량을 "Lock&Lock" 브랜드 하나로 통합. 집중 육성

 ◦ 현재「락앤락」은 국내 밀폐용기 1위에 이어 83개국에 수출하고 있는 글로벌 브랜드로, 2006년 1,600억 원의
   매출을 기록함.


신고
크리에이티브 커먼즈 라이선스
Creative Commons License

WRITTEN BY
식이네 집 ^^
백팩, 숄더백, 메신저백, 크로스백, 팔찌, 커플팔찌, 기념일 선물 등 브랜드 정보 제공

트랙백  33 , 댓글  165개가 달렸습니다.
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  3. Very first baseman Puncture Berkman decided to the one-year, $10 zillion agreement using the Tx Rangers, ESPN documented Sunday.

    The offer might apparently incorporate a 2nd 12 months in the event that Berkman will get a minimum of 550 at-bats this season.

    Rangers BOSS Nolan Thomas informed Fox26 Sports activities within Houston upon Fri how the membership created Berkman a good provide.

    "We are searching for the specified player as well as all of us seem like he definitely might fill up which expenses, inch Thomas stated.

    Berkman becomes thirty seven the following month. He'd 2 right-knee surgical procedures within 2012 as well as performed simply thirty-two video games for that Street. Louis Cardinals. He or she batted. 259 along with 2 house operates as well as 7 RBI within 80 at-bats.

    "In a means, they need to purchase me personally from pension, as well as I understand which seems crass -- We desire this did not -- however it is a large dedication, it may place the stress about the loved ones, inch Berkman informed the actual Street. Louis Post-Dispatch previously within the 7 days. "If I will perform, I will provide my personal life blood towards the group. If the carrot's not really large sufficient, the actual mule is not likely to wish to proceed. inch

    Wholesome within 2011, Berkman batted. 301 along with thirty-one house operates as well as 94 RBI having a. 959 OPS since the Cardinals received the planet Sequence, http://www.snspurs.com/ Tony Parker road Jersey..
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  4. Nobody was happier about the Hall of Fame shutout than the Hall of Famers themselves.

    Goose Gossage, Al Kaline, Dennis Eckersley and others are in no rush to open the door to Cooperstown for anyone linked to steroids.

    Barry Bonds, Roger Clemens, Sammy Sosa: Keep 'em all out of our club.

    ''If they let these guys in ever - at any point - it's a big black eye for the Hall and for baseball, '' Gossage said in a phone interview with The Associated Press. ''It's like telling our kids you can cheat, you can do whatever you want, and it's not going to matter. ''

    For only the second time in 42 years, baseball writers failed to elect anyone to the Hall of Fame on Wednesday, sending a firm signal that stars of the Steroids Era will be held to a different standard.

    All the awards and accomplishments collected over storied careers by Bonds, Clemens and Sosa - all eligible for the first time - could not offset suspicions those exploits were artificially boosted by performance-enhancing drugs.

    ''I'm kind of glad that nobody got in this year, '' Kaline said. ''I feel honored to be in the Hall of Fame. And I would've felt a little uneasy sitting up there on the stage, listening to some of these new guys talk about how great they were. ''

    Gossage went even further.

    ''I think the steroids guys that are under suspicion got too many votes, '' he said. ''I don't know why they're making this such a question and why there's so much debate. To me, they cheated. Are we going to reward these guys? ''

    Not this year, at least.

    Bonds received just 36. 2 percent of the vote and Clemens 37. 6 in totals announced by the Hall and the Baseball Writers' Association of America, both well short of the 75 percent needed for election - yet still too close for Gossage's taste. Sosa, eighth on the career home run list, got 12. 5 percent.

    ''Wow! Baseball writers make a statement, '' Eckersley wrote on Twitter. ''Feels right. ''

    The results keep the sport's career home run leader (Bonds) and most decorated pitcher (Clemens) out of Cooperstown - for now. Bonds, Clemens and Sosa have up to 14 more years on the writers' ballot to gain baseball's highest honor.

    Bonds, baseball's only seven-time MVP, hit 762 home runs - including a record 73 in 2001. He has denied knowingly using performance-enhancing drugs and was convicted of one count of obstruction of justice for giving an evasive answer in 2003 to a grand jury investigating PEDs.

    Clemens, the game's lone seven-time Cy Young Award winner, is third in career strikeouts (4, 672) and ninth in wins (354). He was acquitted of perjury charges stemming from congressional testimony during which he denied using PEDs.

    ''If you don't think Roger Clemens cheated, you're burying your head in the sand, '' Gossage said.

    Sosa, who finished with 609 home runs, was among those who tested positive in MLB's 2003 anonymous survey, The New York Times reported in 2009. He told a congressional committee in 2005 that he never took illegal performance-enhancing drugs. He also was caught using a corked bat during his career.

    ''What really gets me is seeing how some of these players associated with drugs have jumped over many of the greats in our game, '' Kaline said. ''Numbers mean a lot in baseball, maybe more so than in any other sport. And going back to Babe Ruth, and players like Harmon Killebrew and Frank Robinson and Willie Mays, seeing people jump over them with 600, 700 home runs, I don't like to see that.

    ''I don't know how great some of these players up for election would've been without drugs. But to me, it's cheating, '' he added. ''Numbers are important, but so is integrity and character. Some of these guys might get in someday. But for a year or two, I'm glad they didn't. ''

    Gossage, noting that cyclist Lance Armstrong was stripped of his seven Tour de France titles following allegations that he used performance-enhancing drugs, believes baseball should go just as far. He thinks the record book should be overhauled, taking away the accomplishments of players like Bonds, Sosa, Rafael Palmeiro and Mark McGwire - who has admitted using steroids and human growth hormone during his playing days.

    McGwire, 10th on the career home run chart, received 16. 9 percent of the vote on his seventh Hall try, down from 19. 5 last year.

    ''I don't know if baseball knows how to deal with this at all, '' Gossage said. ''Why don't they strip these guys of all these numbers? You've got to suffer the consequences. You get caught cheating on a test, you get expelled from school. ''

    Juan Marichal is one Hall of Famer who doesn't see it that way. The former pitcher believes Bonds, Clemens and Sosa belong in Cooperstown.

    ''I think that they have been unfair to guys who were never found guilty of anything, '' Marichal said. ''Their stats define them as immortals. That's the reality and that cannot be denied. ''

    The BBWAA election rules say ''voting shall be based upon the player's record, playing ability, integrity, sportsmanship, character, and contributions to the team(s) on which the player played. ''

    While much of the focus this year was on Bonds, Clemens and Sosa, every other player with Cooperstown credentials was denied, too.

    Craig Biggio, 20th on the career list with 3, 060 hits, came the closest, http://www.csnspurs.com/ Tim Duncan swingman Jersey. He was chosen on 68. 2 percent of the 569 ballots, 39 shy of election. Among other first-year eligibles, Mike Piazza received 57. 8 percent and Curt Schilling 38. 8. Jack Morris topped holdovers with 67. 7 percent.

    None of those players have been publicly linked to PED use, so it's difficult to determine whether they fell short due to suspicion, their stats - or the overall stench of the era they played in.

    ''What we're witnessing here is innocent people paying for the sinners, '' Marichal said.

    Hall of Fame slugger Mike Schmidt said that comes with the territory.

    ''It's not news that Bonds, Clemens, Sosa, Palmeiro, and McGwire didn't get in, but that they received hardly any consideration at all. The real news is that Biggio and Piazza were well under the 75 percent needed, '' Schmidt wrote in an email to the AP.

    ''Curt Schilling made a good point. Everyone was guilty. Either you used PEDs, or you did nothing to stop their use. This generation got rich. Seems there was a price to pay. ''

    At ceremonies in Cooperstown on July 28, the only inductees will be three men who died more than 70 years ago: Yankees owner Jacob Ruppert, umpire Hank O'Day and barehanded catcher Deacon White. They were chosen last month by the 16-member panel considering individuals from the era before integration in 1947.
  5. Even though La Lakers possess influenced lots of powerful feelings throughout their title-laden background, the actual Colorado Nuggets experienced some thing which has been uncommon within current years.

    Shame.

    Ity Lawson experienced twenty one factors as well as 10 aids, Danilo Gallinari obtained 20 factors as well as strike a large 3-pointer along with 13. 8 mere seconds remaining, and also the Nuggets defeat the actual battling Lakers 112-105 Weekend evening for his or her 5th earn within 7 video games.

    JaVale McGee obtained seventeen factors for that Nuggets, that demonstrated absolutely no indicators associated with weariness following a house conquer Ut 1 evening previously. In spite of 2 last-minute 3-pointers through Kobe Bryant, Colorado comfortably taken care of the guide through the 4th one fourth associated with it's 2nd earn within 12 times within the star-studded Lakers, that are not precisely placing concern or even fury to their competitors.

    ''They're battling, http://www.nbabigstore.com/ Omer Asik Swingman Jersey, '' Colorado trainer George Karl stated. ''It's an excellent earn for all of us, however I am not really likely to obtain overinflated. ''

    Staples Middle had been mainly quiet whilst La fallen in order to 15-18 along with an additional average overall performance showcasing eighteen turnovers, irregular protection as well as small organised criminal offense lower the actual extend. Bryant obtained twenty nine factors as well as Dwight Howard experienced fourteen factors along with a profession high-tying twenty six rebounds for that Lakers, who've dropped 3 directly as well as 4 associated with 5.

    ''(We are) a great group, and it is improving, '' Karl stated. ''I simply do not would like to get as well insane by using it. ''

    Even if the actual Lakers do points correct, these people nevertheless proceeded to go incorrect. Bryant's 3-pointer along with thirty six mere seconds remaining reduce Denver's result in 105-102, as well as Howard undoubtedly obstructed Andre Miller's layup try about the Nuggets' following ownership -- however the golf ball proceeded to go right to Gallinari, that instantly exhausted the 3-pointer along with 13. 8 mere seconds remaining.

    Once again, the actual Nuggets had been nearly apologetic for that critical perform in only their own 5th street conquer the actual Lakers within twenty six conferences.

    ''It had been the fortunate rebound, '' Gallinari stated. ''Dwight obstructed the actual chance, and also the golf ball returned in my experience, as well as Metta Globe Serenity had been immediately, prepared to prevent my personal chance. You do not have considerable time to consider, particularly for the reason that scenario, and so i needed to discharge this extremely swift. ''

    The actual Nuggets strung onto their own guide along with large past due containers through Burns as well as Lawson, in whose layup place Colorado forward through 8 factors along with 1: eighteen in order to perform. Following Gallinari's large chance, Bryant strike an additional 3-pointer along with 11. two mere seconds remaining, however Burns strike 2 free of charge tosses prior to Bryant skipped an additional eager 3-point attempt.

    The actual Lakers' locker space had been because quiet because their own industry following their own 8th house lack of the actual still-young period.

    ''I believe due to the report, the actual stress is actually creating, however therefore whether it is, '' Lakers trainer Paul D'Antoni stated. ''We need to conquer this, as well as we are able to. All of us cannot allow groups begin along with thirty four factors within the very first one fourth. This cannot occur. We are beginning to seek out each and every online game, as well as in some way we must attempt to determine the reason why that is occurring. ''

    Howard experienced a remarkable online game about the planks in spite of a good hurt correct make, coordinating their profession full of rebounds within the last min's. However he or she required simply 7 pictures -- producing them all aside from the 3-point try -- as well as proceeded to go two with regard to 6 about the free-throw collection.

    Following the online game, the actual Lakers stated Howard irritated their make damage. He'll come with an MRI examination upon Mon prior to the Lakers depart for any fast two-game day at Tx, as well as Howard did not understand regardless of whether he will perform Wednesday from Houston.

    ''Everything is actually towards all of us at this time, however we must maintain the mind as well as remain collectively, '' Howard stated. ''It is actually difficult available, simply because everyone needs all of us in order to earn, however we must stay collectively. ''

    Dorrie Nash experienced 10 factors as well as 13 aids for that Lakers, whilst Pau Gasol experienced 11 factors as well as 5 rebounds prior to departing having a weakling nasal area along with 1: 05 in order to perform inside a crash along with McGee.

    Andre Iguodala experienced 15 factors, 7 aids as well as 6 rebounds for that Nuggets, as well as Burns completed along with 12 factors as well as 10 aids.

    ''I believe groups continue to be getting out of bed in order to perform all of them, '' Iguodala stated. ''I imply, each time all of us perform the actual Lakers, I wish to perform nicely as well as you want to perform nicely. You have simply reached proceed perform with full confidence and become psychologically prepared. ''

    Whenever Gasol needed to depart the overall game having a weakling nasal area, Colorado trainer George Karl selected seldom-used Earl Clark from the Lakers' table in order to take Gasol's free of charge tosses along with 1: 05 in order to perform. Clark coolly created each pictures in order to cut the actual Nuggets' result in 105-99, kick-starting the actual Lakers' past due return try.

    Antawn Jamison, that obtained thirty-three factors from the Nuggets within their prior trip to Staples Target November. 20, obtained simply 4 min's associated with actively playing period, rating 2 factors.

    INFORMATION: Lakers Grams Bob Duhon came back following lacking yesteryear 2 video games along with back again jerks. Farrenheit The nike jordan Slope additionally used the sprained correct ankle joint.... Colorado Farrenheit Kenneth Faried experienced 6 factors as well as 6 rebounds whilst actively playing within back-to-back video games in spite of a disease which triggered him or her in order to skip Saturday's shootaround.... Nash is actually 5 aids timid from the 10, 000th associated with their profession. The actual two-time MVP experienced double-digit aids for that 4th directly online game.... Howard experienced their 3rd 20-rebound online game from the period. He or she started your day since the NBA's third-leading rebounder this year.
  6. 《黄夏留教授的故事汇编》

    黄夏留,南方人,经贸大学教授。说话慢声细语,娓娓道来,常有惊人之语,就看你
    怎么听。

    ------------------------------------------------------------------------

    〔一〕考试作弊

    有一次,社会主义经济学(简称∶社经)考试时作弊严重,黄教授义正辞严地训斥了
    大家,“……这次‘社经’考试,‘操’(南方口音‘抄’,下同)的现象很严重,
    有的男的‘操’男的,有的女的‘操’女的,还有男女互相‘操’;有的从前面‘
    操’,有的从后面‘操’;有的在暗处偷偷‘操’,有的竟明目张胆公开‘操’,个
    别人几乎把全班人都‘操’遍了。只有一个同学没有‘操’,他的名字叫‘杨委’
    ……”

    ------------------------------------------------------------------------

    〔二〕到岸价与离岸价

    有一次上外贸课,有同学提出到岸价格与离岸价格的英文代号很难记。黄夏留教授随
    口说到:“记英文不能傻记,要讲究巧,有时还得用点儿邪门歪道,目的就是为了记
    得牢。比如到岸价格的英文代号是CIF(Cost,Insurance,Fre
    ight),离岸价格的英文代号是FOB(Free On Board)。死记
    硬背怕是记不长久。其实这两个代号可以这样记:CIF - Can I Fuc
    k?FOB - Free On Bed!……”

    ------------------------------------------------------------------------

    〔三〕校名

    有一年老黄参加北大校庆。在一个小型座谈会上轮到他发言:“前几年没参加校庆活
    动是因为社交活动太多。我申明一句,社可不是射精的射,这交倒是性交的交。我今
    天讲的主题是关于咱这校名。解放前咱叫P大(Peking大学),沦陷后咱叫B
    大(Beijing大学)。于是两岸就相互攻击,新的骂老的屁大,老的骂新的逼
    大,然后又合起来骂更老的眼大(燕京大学)。甭管什么大,大家指的是一回事。一
    个校名尚且不能统一,谈何国家的统一?名不正则言不顺!幸亏我后来转到上海妇
    蛋,省了名称的争吵所带来的烦恼。”

    ------------------------------------------------------------------------

    〔四〕双胞胎

    有一次系里政治学习,大伙儿非让老黄来个笑话调剂一下。黄教授推不过,正好看到
    系里有名的美人刘秘书的一对双胞胎男孩在打闹,就顺口讲起来:“一对双胞胎在里
    面吵架,都想先出去,因为先出去的就成哥哥了。正这时,响起一阵声音,‘嘘…
    ’,两人悄声,‘爸爸进来了’……”

    ------------------------------------------------------------------------

    〔五〕批斗会

    文革前后,系里的教授基本上都挨过整。最悲壮的一次是批斗‘社经’室主任老曹那
    次全系大会。老曹他儿子小曹揭发他调戏儿媳妇。黄教授见老哥们儿受难,压不住心
    头怒火,走到前台指着小曹说:“你小子还有良心没有?你爹才吃你老婆一口奶,你
    就翻脸不认爹了,你当年吃你爹他老婆的奶吃了两年,你爹他哼一声了吗?”在场群
    众无不为老黄的话所感动,革委会主任和工宣队长的眼泪刷的就下来了,当即宣布散
    会,让老曹写份检讨了事。

    ------------------------------------------------------------------------

    〔六〕锁车

    有一次上‘社经’理论课,黄教授匆匆忙忙忘了系上裤子的风纪扣。坐在前排的一位
    女生看见了又不好意思直说,于是委婉地说:“黄老师,您的自行车忘锁了。”老黄?
    鞘裁慈耍砩暇头从戳耍骸澳悄憧吹轿业某盗寺穑俊迸骋缓焖担骸翱吹搅
    恕!薄拔业牧礁雎肿邮遣皇敲黄玻俊薄安唬雇ψ愕摹!崩匣婆读艘簧担骸澳
    蔷秃茫蔷秃谩O旅嫖颐强佳啊缇砺鄣募父鍪导视τ谩!彼底牛媸纸
    邓稀?

    ------------------------------------------------------------------------

    〔七〕儿歌

    一日,黄夏留教授稀里糊涂被俩同事拽到礼堂,台下观众欢呼让老黄来一个节目。老
    黄问清是计划生育表彰会,就来了个儿歌新唱∶“路边有个避孕套,路边有个避孕
    套,避孕套妹妹上学看见了,看见了,看见了,看见了避孕套虽然薄,计划生育少不
    了捡起来,瞧一瞧,擦擦干净多么好送给工人叔叔,把它装在鸡鸡上,嘿阿姨放心我
    们拍手笑”

    ------------------------------------------------------------------------

    〔八〕铁梅

    文革期间样板戏流行。一次排练《红灯记》,黄教授因形象不好,只被安排刻蜡版抄
    台词。老黄凭着强健的记忆,稀哩哗啦很快就刻完了,没怎么看原稿。其中一段铁梅
    的唱词变成“我家的表叔数不清,没有大婶儿不登门……”

    ------------------------------------------------------------------------

    〔九〕妇女大会

    老黄倒霉时曾被遣送回乡。“三八”节县长要到某区妇女会上讲演,知老黄能写,就
    逼他写个讲演稿。老黄特烦这混蛋,就凑了一篇,县长还一字不差地念了:“…我是
    搞妇女的,很有经验。最近我到你们下面摸了一下,搞到了第一手资料。我是个大老
    粗,到底有多粗,你们妇女主任最清楚。昨晚我跟她整扯了一宿。开始她不知我的长
    短,我不知她的深浅,躲躲闪闪就是搞不到一块。经过多次交锋,将心比心,情况终
    于摆到了桌面上。伪装既然剥去,下面就好干了。我们针对焦点,摆正姿势,一鼓作
    气,深入浅出,坚持不懈,直到积压许久的问题得到彻底解决。真是一泄如注,痛快
    淋漓啊。最后她高兴,我满意,这有多好!……全体妇女同志站起来”在场的女同志
    因惧怕县长的淫威,都站了起来等待指示。县长舔了一下指头翻了一页接着念:“
    了!”

    ------------------------------------------------------------------------

    〔十〕批黄书

    文革那会儿常批黄书。有一回批《少女之心》,老黄愤怒地说:“《少女之心》是什
    么烂书?里面的性描写还不如香港《龙虎豹》杂志里的色情小说写的好,也就是骗骗
    孩子。要论文学性与色情都比较杰出的作品当数我国古典名著《金瓶梅》。不过在色
    情描写上达到登峰造极的作品要算我国第一大淫书《肉蒲团》,又有人雅称为《玉蒲
    团》。这部百回之巨的作品通篇只有一个主题:性交。我国现存该书不多,还都在中
    央领导同志手中传来传去,有好几年没回图书馆了。听说主席盥洗室里常年放着三套
    书,一套是原版《肉蒲团》,一套是德译本《肉蒲团》,一套是原版《资本论》。主
    席就是靠对照读两本《肉蒲团》学习德语,然后再啃原版《资本论》,省得叫翻译者
    蒙了。咱们真该向他老人家学习。”

    ------------------------------------------------------------------------

    〔十一〕当前任务

    黄夏留教授乃中华社经界泰斗(社经之全称为社会主义经济学)。一次北京计院(全
    称北京计算机学院,即北工大一分校)与北京职业技院(全称为北京职业技术教育学
    院,即北师大二分校)联席会议邀请老黄作关于当前形势与社经的报告。一开头就谈
    到我党目前三大任务:一、开放搞活经济,二、提高社会主义精神文明,三、清理精
    神污染。老黄认为该三任务虽提得响亮,却难记,不如记成“一开搞,二社精,三清
    污”来得容易。

    ------------------------------------------------------------------------

    〔十二〕煎鸡蛋

    放假了,同学们去黄教授家聚餐,每人做一道菜。轮到黄教授那道,是普普通通的煎
    鸡蛋。老黄首先宣布配额:“男同学每人两个蛋,女同学随便吃!另外,因为锅子太
    小,只能轮煎,也就是一个一个地煎。大家排队一个一个来。”说完就进了厨房。排
    在第一的男生说:“黄老师,我的蛋要焦一些。”老黄应道:“成,我就用急火强
    煎。”轮到第二个是个女生,挤眉弄眼一番说:“我要吃嫩一些的。”老黄说:“好
    啊,那我就改慢火诱煎。”

    ------------------------------------------------------------------------

    〔十三〕译名

    黄教授谈到外语译名时语重心长地说:“有同学恨外语,把English叫鹰哥拉
    屎,French叫粪池,Spanish叫稀巴泥屎,Russian叫拉屎,反
    正外语等于屎。其实外语很重要。前些年北京在复兴门盖了座饭店,起名为复兴饭
    店。我一听就急了,追到城建局告诉他们那汉语拼音是Fuxing,容易让老外误
    认为是性交饭店。后来他们接受意见,改成如今的燕京饭店了。还有一些译名有疑
    问,如上海工业学院Shang Hai Institute of Techn
    ology简称SHIT。译名可褒可贬,象Chopin译作肖邦就是褒,要译成
    操逼就连他的音乐也臭了。我至今也没弄懂,丫挺的帝国主义国家的译名怎么都那么
    好听,比如美国本来是阿妹日卡,怎就他妈的成了美国?还有德国本应是盗姨痴,法
    国是妇卵湿,结果译过来后人家又有道德又懂法律。丫的火烧圆明园那会儿有道德懂
    法律?这不是灭我们自己的威风吗!”

    ------------------------------------------------------------------------

    放屁

    有一次一位女生在课上放了一响屁,大家窃笑,有人捂鼻子,搞得那女生一大红脸。
    黄教授说:“笑什么!屁是人身之气,哪有不放之理。怎么着,嫌臭?要是谁放一屁
    带香味,准是得了艾滋病之类的绝症了。既然说到屁,你们发现没有一个规律,就
    是:面黄瘠瘦,放屁蔫臭;块大膘肥,放屁如雷?还有的人总结在公共场所的放屁策
    略:屁声较小,目标难找;屁声太大,自己尴尬。从屁味方面讲就是:屁味不重,最
    多一哄;屁味不淡,一片抱怨。不管怎么说,放屁是一个自然现象,没什么大惊小怪
    的。不过也是要讲究辩证法,大家听听对不对:有屁不放,憋坏五脏;没屁乱挤,挤
    坏身体。”说着,老黄自己放了一屁。

    ------------------------------------------------------------------------

    活猪、腊肠

    有一次黄教授家晚饭上了一道腊肠。黄教授的儿子对大伙儿说:“听说海外一帮哥们
    发明了一种机器,这边活猪塞进去,那边腊肠就出来了。我觉得这机器要是变成这边
    腊肠塞进去,那边活猪出来了,那才真绝哪。海外也在征集这项设计哪。”老黄听了
    哼了一声:“这有什么新鲜的,你妈不就是那现成的机器吗?我这儿腊肠塞进去,你
    这头活猪不就出来了!”

    ------------------------------------------------------------------------

    数字歌

    黄教授有感于小孙女识数之艰难,遂编一数字歌,易学易记,琅琅上口。
    一天晚上,二人上床。三更半夜,四脚朝上。五(捂)着屁股,六(扭)着乳房。
    七(骑)马扬鞭,八(拔)枪就放。九(久)一次,十分舒畅。有人会问,既然是拔
    枪就放,
    又如何能久久一次呢?好在这只是儿童读物,也就不须过于追究细节了。

    ------------------------------------------------------------------------

    郑重声明

    物转星移,暑尽寒来。黄教授近日乘黄牛出关,闻听得冒牌黄教授经常出入牛圃,
    招摇撞骗,其文风不正,实有辱黄教授风范,特此声明如下:

    黄河之水天上来,巴颜喀拉出瑶台。
    清渠为有冰川水,浊流只缘尘世埃。
    才子吹箫三分意,佳人解衫一半开。
    劝君莫学邯郸步,免得张冠被李戴。

    ------------------------------------------------------------------------

    口试笔试

    黄教授吸取了前几届招研的经验教训,决定这次招生一定要高标准、严要求,宁缺勿
    滥,再也不能收诸如杨委、谢晶这样的角色进来了。考试有口试和笔试,所有的考生
    都要先经过一个小时的口试,只有那些最强壮、最有经验的大姑娘小伙子才能熬得过
    来。然后还要经过更严格的、更长时间的笔试,直把所有的考生都搞的汗流浃背,气
    喘如牛。但这还不算过了关,黄教授还存了一点私心,他总是挑选那些会开些后门
    的。

    ------------------------------------------------------------------------

    打麻将

    某日,黄教授陪三位女宾打麻将,手上这副牌打成了黄庄,且听他们的一段对话:
    甲女:(面带愠色地)教授老是在我下面碰啊、杠啊,把我都搞死了......
    乙女:(倦态可掬地)我一直在自摸一洞,哪晓得教授一人就摸了三个一洞......
    丙女:(不无幽怨地)我一直在等么鸡,可是教授始终捂着他的小鸡不肯放一
    炮......
    黄教授:(瞠目结舌地)......

    ------------------------------------------------------------------------

    足球教练

    学校搞足球联赛,规定男女球员须各占一半。研究生队请了德高望重的黄教授来当教
    练。赛前准备会上,黄教授精辟地分析了本队的优劣之处:“我们的作战方针是:男
    主攻,女主守,谢晶速度快,打前锋;杨委速度慢,打助攻;毕云涛稳健,打中场。
    女同学要把防守的任务担起来,殷茅嫦,刘碧雪,岳晶黛三个后卫要做到球到哪里就
    逼到哪里,攻其敌人下三路,左右配合,前后夹鸡。最后要提一下我们人称‘钢门’
    的门将钱妩凤,敌人就是球到门前,也射不进去。”

    ------------------------------------------------------------------------

    荤谜素猜

    黄教授是一位制虎高手,常有佳作,令人拍案叫绝。请看以下几则谜语:

    谜一:禁止肛交口交(打一成语)
    谜二:少年河边搞性交(打毛主席词一句)
    谜三:一头毛来一头光,进进出出冒白浆(打一日常用品)
    谜四:掀开热被窝,就往腿上摸,掰开两条腿,就往眼上搁(打一日常用品)

    谜一:谜二:谜三:谜四:

    ------------------------------------------------------------------------

    月月新娘

    黄教授在深圳创立了“黄夏”睾蝌妓人工膜公司。深圳那无处不在的“爱的手术,保
    证见红”大型霓虹牌就是“黄夏”公司的广告。开业半年,客满为患,从十三岁小姑
    娘到七十九岁老太太都从各地慕名前来求医。中央领导欣然题词:“天生一个仙人
    洞,暮色苍茫看劲松,血飞顿作倾盆雨,祖国山河一片红。”黄教授接受专访时说:
    “我公司是开放搞活的产物。大家都搞,搞破了就不好办了。为大家搞的动作能大一
    点,我公司就应运而生了。”黄教授顿了一下,点着一根“红塔山”,“我公司下一
    代产品已研制成功,我们采用仿生学最新成果,模仿壁虎断尾再生过程,‘她’有自
    动再生能力,每月一个周期,无论怎么搞,一月下来,完好如处。”黄教授激动地吟
    诵起主席的忆秦娥来:“雄关漫道真如铁,而今迈步从头越,从头越,夜夜新娘,月
    月有血……”

    ------------------------------------------------------------------------

    广告

    有感于拙劣的广播电视广告泛滥,黄教授感慨道:“想当年我搞的一个广告,简简单
    单,大大方方,琅琅上口,妇孺皆知。现在四十五岁以上的女同志都知道,‘跃进牌
    月经带,越戴越经戴’”

    ------------------------------------------------------------------------

    权力

    一天,黄夏留教授与两位朋友一块儿喝酒。酒至半酣,这两位为了谁的权力大吵了起
    来。一位是环保局的, http://www.csnclippers.com/ Clippers Blake Griffin Swingman Jersey,另一位是计划生育办公室的,吵得不可开交,黄教授连忙和稀
    泥,说:“两位别吵,你们的权力都够大的。”对第一位说:“你呀,上管天,下管
    地,中间还要管空气。”说得这位洋洋自得。老黄看第二位脸上就要挂不住,赶紧接
    着说:“你呢,更厉害,不管天,不管地,专管他的生殖器。”

    ------------------------------------------------------------------------

    〔外一篇〕信誉

    开放搞活以后,黄教授上“社经”课中商品经济一节时,告诫同学们道:“想成为一
    个优秀的商人,必须要有很高的信誉,女同志要有信誉,男同志更要有信誉,不妨让
    我们看一看在座诸位,谁的信誉最高,谁的信誉最好,谁的信誉最持久,谁到我这把
    年纪,还能信誉不减当年。”学生提问:黄教授,现在讲“有中国特色的社经”。现
    在一“开搞”。不光是男女之间讲信誉,男的对男的讲信誉,女的对女的讲信誉,这
    新概念咱学不学?

    ------------------------------------------------------------------------

    〔黄教授代课逸事〕

    一日黄教授代教数学课,课上出了一题,过一会,他说:“男生求出来了吗,女生解
    完了吗,那么男女生对一下吧。

    ------------------------------------------------------------------------

    〔外二篇〕出国见闻

    一次在出国见闻报告会上,黄教授对学生说到:“我这次去美国,发现许多中国留学
    生不好好用功读书,却去跟美国人信教,说是能得到灵魂上的满足,难道只有信教才
    能填补他们精神上的空虚?真想要信教也可以在国内和中国人信教吗。虽然政府不鼓
    励,但也是承认信教自由的,只要是公开和正当的信教活动,我们都不反对。现在许
    多地方都有公开的信教场所,有些地方还举行了各种集体信教活动,……”

    ------------------------------------------------------------------------

    〔外二篇〕洋为中用

    在一个政治思想报告会上,黄教授对学生说:“现在许多年轻学生想要出国,没有一
    点儿爱国之心,还说什么‘洋为中用’,我就不相信这一点。中国人向来在外国人面
    前抬不起头。人都直不起来,还怎么‘中用’?”

    ------------------------------------------------------------------------

    黄教授因内分泌失调不长胡子,于是做手术将老婆阴毛移植上。一天黄教授碰到做手
    术医生。医生问??术后效果怎样.不错,只是每到月底我鼻子就流血.。

    ------------------------------------------------------------------------

    论文评语

    副校长的女儿是黄教授的硕士生,论文多次通不过,大家都着急,不少人来说情。论
    文指导小组其他教授被说软了,阅读重新改写的论文后,纷纷签名通过。到组长黄教
    授这一关,大家都很紧张,知道他刚正不阿。黄教授阅后,郑重写出如下评语:“上
    半部丰满,下半部水分太多。日後再说!”

    ------------------------------------------------------------------------

    参观画室

    黄教授的老友刘芒是美术学院的教授。一天刘教授请老黄参观他的画室,在一尊大卫
    石膏塑像前,刘教授忽然面露怒色,把清洁工焦小姐叫来,指着那个部位问道:“怎
    么回事?”焦小姐忙说:“昨晚扫地时不小心碰断了,我把它重新接了一下。”刘教
    授训斥道:“接也没这样接的,本来是朝下的,怎么朝上了?”焦小姐红着脸说:
    “我见过的男人都是这样的呀。”

    ------------------------------------------------------------------------

    老山前线

    对越自卫反击战时,黄教授曾作为慰问团成员去前线慰问过战士。回来后又被邀请参
    加了巡回报告团,向全国人民汇报在前线的见闻。下面是他报告中的一段:“...
    这时,一位班长爬了过来:‘报告连长,敌人一队女兵逼上来啦。’连长老练地说:
    ‘让战士们出击吧!’过了一袋烟的工夫,班长兴冲冲地来汇报:‘报告连长,我们
    把敌人全歼了!’...”

    ------------------------------------------------------------------------

    田间赋诗

    有一次春游,黄教授他们偶过田间,正在对诗时,见一女子在田里摘菜,老曹灵机一
    动来了一句:“大姐拾芹怀抱苋”,老曹是湖北人,把苋发音成“汉”音。大夥儿都
    逼老黄对下一句。正为难时,一少女从远处走来,好像在招呼那女子回家吃饭,因阳
    光太强,所以用手遮在额头。黄教授见景,立即对出下句:“小妹怕日手遮荫”。

    ------------------------------------------------------------------------

    生日晚餐

    一天,老刘约老黄喝一盅,见老黄脸色难看,就问原委。老黄叹了口气:“昨我过生
    日,我的学生岳晶黛请我去她家吃晚餐。”“人家一个窈窕黄花大闺女,给你一得天
    独厚的机会,好事呀!”“嗨,我一到,见室内布置得高雅温馨,柔和的灯光,真是
    心旷神怡!”“这越说越好啦。”“她直奔卧室,并让我过五分钟也进去。”“嘿,?
    邢妨恕!薄拔宸种雍螅乙煌瓶允颐牛锩婧诤艉艄刈诺啤!薄罢獠幻靼谧鸥酶墒
    裁戳寺穑 薄芭荆屏亮恕:眉一铮晃葑尤耍俏医坦难际抢锤易J
    俚摹!薄霸词钦饷椿厥拢檬旅怀伞D且裁槐匾テ穑ス找部难健!薄
    班耍鹛崃耍沂敲淮┛阕咏サ摹!?

    ------------------------------------------------------------------------

    弄巧成拙

    叶晶小姐考黄教授的研究生,多次笔试口试都没通过,于是请他到家里吃饭,想开后
    门打动他。叶晶接人待物笨拙,每次酸溜溜的来信总用拼音签名,名姓倒放,念来总
    觉像‘精液’。老黄一到,叶晶单刀直入:“我哪儿不如您的女学生?”老黄道:
    “就说殷茅嫦吧。那天我带个姓张的朋友去她家做客,你听那对话:‘先生贵姓?’
    ‘姓张。’‘弓长张还是立早章?’‘弓长张。’‘用过膳没有?’‘没有。’‘那
    正好和黄教授一起用。’恰到好处!”叶晶暗记心中。正巧杨委有急事找老黄,叶晶
    为显示一把社交能力,迎上去活学活用:“先生贵姓?”“姓杨。”叶晶一紧张只隐
    约记得个“公”字:“公杨还是母杨?”杨委不知如何回答,又不能说是母羊,只好
    答:“公羊。”叶晶忘了下面的词,转身进厨房杀鸡。刚进去,猛然想起“骟”字,
    连菜刀也没放下冲出来问:“骟过没有?”杨委心想,我还没结婚怎能计划生育,但
    见她举着刀,寒气袭人,只好道:“还没骟过。”“那正好和黄教授一起骟了吧!”

    ------------------------------------------------------------------------

    素谜荤猜

    读了黄教授的素谜荤猜

    ,有人怀疑他太素,玩儿不转荤的,就用网上的素谜荤猜考他:
    (1)宋美龄斜卧白玉床(打《三国》二人名)
    (2)新婚之夜阳萎(打《水浒》三人名)
    (3)远看森林一片,近看红门两扇;滋溜钻进个小偷,外面留俩坏蛋(打一日常活动)
    (4)长腿男人(打一食物)
    (5)长腿女人(打一化妆品)
    (6)妓女罢工(打一历史用语)
    (7)嫖客罢嫖(打一历史用语)
    (8)面首暴乱(打一历史事件)
    (9)裤裆里拉胡琴(歇后语)
    老黄是何人?能难倒他?立即给了答案!

    (1)宋美龄斜卧白玉床(《三国》二人名)
    (2)新婚之夜阳萎(《水浒》三人名)
    (3)远看森林一片,近看红门两扇。滋溜钻进个小偷,外面留俩坏蛋。(日常活动)
    (4)长腿男人(食物)
    (5)长腿女人(化妆品)
    (6)妓女罢工(历史用语)
    (7)嫖客罢嫖(历史用语)
    (8)面首暴乱(历史事件)
    (9)裤裆里拉胡琴(歇后语)

    ------------------------------------------------------------------------

    野外烧烤

    暑假到了,社经室组织全体师生及过往毕业生共百十余人野餐会,主要是烧烤牛羊
    肉。第一个内容当然是黄教授的开场白。老黄先问清了‘烧烤’的英文是‘Bar-B-Q’
    后,凭着强健的外文记忆技巧记住了该词,然后语重心长地说:“这次‘把逼抠’抠
    得好,多热闹呀。想当年建室初期,老师学生加起来也就十几个人来七、八条枪啊
    !”助教刘碧血提问:“当时师生总数为十二人,谁都知道男同志有八位,您为啥含
    含糊糊地说只有七、八条枪呢?”老黄说:“八位之中不是有位杨委嘛,他不能算为
    一整条。”

    ------------------------------------------------------------------------

    尴尬经历

    谈起尴尬经历,老黄说:“有天走错门,进了刘秘书办公室,我忙说‘对不起,让你
    受惊啦。’她却悄声说‘别担心,我做绝育了。’”老曹接着说:“我在海南候鸡室
    里找了一位,没问价就匆匆上阵了。等插进去了她才开价‘进一下50,出一下50,射
    500。’听完我就不动了,她催问为何停下,我只好说‘只带了50,刚够进来的。’”

    ------------------------------------------------------------------------

    文革轶事

    老黄讲文革轶事大家都爱听。有一段是这样的:
    新婚之夜,事后新郎发现新娘已不是处女,新娘只好如实坦白:“我和主席那样过
    。”正等着挨骂,不料新郎却心潮澎湃,激动地说:“啊!我到过伟大领袖去过的地
    方啦!”

    ------------------------------------------------------------------------

    和尚典史

    黄教授上课,常用对仗的形式将枯燥的概念讲活。比如为了让学生们记住中国古代官
    名“典史”,黄教授讲了一个故事:从前有两个朋友,一个和尚、一个典史,有一
    日,和尚想取笑一下典史,就出了一个上联:男人大便蹲下鸡巴点屎(典史),典史
    略一思索明白了和尚的用意,应对了一个下联:女人小便站起骚逼合上(和尚)。同
    学们都说教授的课生动形象,大家记得牢。

    ------------------------------------------------------------------------

    河南方言

    有一次开联欢会,轮到讲方言这个节目,黄教授被逼无奈,来了一段豫剧念白:杨宗
    宝掏出那个雕,那个雕,那个雕翎箭,正中穆桂英那个鼻,那个鼻,那个鼻梁骨。

    ------------------------------------------------------------------------

    赴日主裁

    在全日本男女社经对抗总决赛开幕式上,总裁判黄教授说:“我这次来日,专门为了
    社经。下面介绍一下双方参赛阵容,男方队员有龟头正雄先生和一夜五次郎先生,女
    方队员有梅川库子小姐和见君脱库子小姐。我还高兴的宣布,副总裁判为韩国社经巨
    子朴成性博士。”

    ------------------------------------------------------------------------

    暑假到了黄夏留教授带着黄太太一起去深圳玩到了晚上对黄教授夫妇
    投宿旅馆时,黄太太想要洗个澡但却又担心的对老黄说:“看到报上的报导
    某些旅馆或饭店都会藏有隐藏式的录影机,万一我真的被拍到了,那该怎麽办呢?”
    黄教授一脸不屑头也不回的说:“放心吧!依你这种身材即使被不幸地
    拍到了他们也一定会全剪掉的!怕什么吗?”

    ------------------------------------------------------------------------

    编辑与妓女

    一次,黄夏留教授被编辑部请去为报社的编辑和记者上关于“社经”
    的学术辅导课课间黄教授问了一个问题“请问编辑的工作性质是什么?”
    这个问题可难不倒这些老编们很快各种各样的答案就交上来了黄教授粗略地
    看了一下清了清嗓子说道“好好现在我来概括一下其答案可总结成下列
    六点
    1.长短不拘
    2.欢迎来稿
    3.稿费从优
    4.公开徵稿
    5.私下拉稿
    6.述不退稿

    答案讲完后又加了一句如果将稿改成搞那与妓女的工作性质没有什么两样吗ⅵ”

    众人大笑不止!

    ------------------------------------------------------------------------

                      抠阴唇

    黄夏留教授非常气愤的来找系主任--殷健常“太不像话了真是世风日下现
    在的年青人”“怎么拉?老黄什么事让你发这么大的火?”“今天坐公车谢
    晶(男)和岳晶黛(女)坐在我的前面,你听听他们的对话,不也气死才怪呢。”
    岳晶黛“你帮我好不好?”
    谢晶“啊.....?”
    岳晶黛“帮我抠阴唇啦”
    谢晶“这...在公车上耶?”
    岳晶黛“帮我抠嘛”
    谢晶“这样不好吧”
    岳晶黛“你到底抠不抠啦?”
    谢晶“真的要喔?”
    岳晶黛“快点啦帮我抠一下啦。”
    谢晶“好吧。”
    这时公车刚好到站我就气呼呼的下车到你这来了抠没抠我没看见殷健常主
    任一听果然也非常生气马上将岳晶黛和谢晶找到系办公室劈头劈脸地就喊
    “你们现在还了得在公车上就敢抠阴唇....我殷健常在家都不敢抠,”“殷主
    任因为你没有当然抠不了谁了”说着拿出手机连按几个数字接着对着
    话筒说“喂请问你是吴因纯吗?我们在公车上抠你你不在.......什么
    你不是吴因纯?请问除贵姓嘛?姓焦...”

    ------------------------------------------------------------------------

    只能收你一包

    黄夏留教授是中国“社经”学的权威,德高望众,因此“社经”系的许多教职工
    子女或研究生结婚,总喜欢请他做主婚人。这天是系主任--殷健常的儿子殷无用给
    婚的大喜日子,黄夏留教授照例是充当主婚人,在王府井饭店举行完了婚礼后
    叁加婚礼的客人吃完喝足也都走的差不多了,这个时候新郎殷无用突然把主持婚礼
    的黄教授拉到一边,从怀里拿出一条“红塔山”塞到黄教授的手中。
    “黄教授,真谢谢你今天帮了我这麽大一个忙,这是我的一点意思,请收下”
    “你太客气了,我怎么能收这么重的礼”
    “不行不行,这个礼数一定不能省,你如果不收就太不给我面子了ⅵ”
    “喔...既然如此的话,偶尔我也会看新娘子来决定收几包。”
    此时黄夏留教授看了一看还在前面的新娘子一会儿,突然满脸愧疚的说:“不行
    不行,你等我一下,我只能收你一包.......”。说着哗的撕开了外包装,拿出
    一包,其余的还给了新郎。

    ------------------------------------------------------------------------

    社经系决定搞一个系的网页,工作交给了新到的秘书小刘。
    这天小刘正在系办公室里报怨说在学校图书馆里找不到有关
    HTML的书,刚好让黄教授听到了。黄教授关心地对小刘
    说:“我家里到有几本不错的HTML的书。这样吧,下班
    后你到我家来拿好了。”小刘高兴地答应了。
    班后小刘到了黄教授家,一进门就看到教授家桌面上摆了
    几本册子。计有『素女经』,『新婚手册』和一本稍显残旧
    的笔记本。
    还没等小刘开口,黄教授就指着桌面说了:“这里有三本。
    一本是HTML的经典,一本是现在最流行的HTML的参
    考书,还有一本是我多年研究HTML的心得。HTML这
    门技术一开始是比较难掌握好的。特别是第一次。但过了第
    一次以后就好办了。关键是要找有经验的人带。自己一个人
    永远搞不好。”
    黄教授接着说:“我在HTML这方面还算有点研究。你可
    以参考一下我的笔记。如果你有问题就来找我,我们可以一
    起探讨。”
    小刘满脸疑惑地问:“这些都不是HTML的书啊?”
    黄教授正色地答:“怎么不是呢?这些都是教人
    HowToMakeLove的嘛!?

    ------------------------------------------------------------------------

    “郭春”的来历

    一天, 黄夏留教授与社经学院全体师生在大会堂里  听解放军长江抗洪救灾报告团
    的英雄事迹的报告..............
    这时轮到南京战区14集团军的一个名叫郭春的排长作报告, 当主持人讲到“郭春”
    时,台下是掌声雷动 
    只有黄夏留教授大笑不止。 散会后, 他的学生吴英纯问道:“ 教授,刚才听郭春排
    长报告时 
    你老为啥笑得这么开心,”“我是突然想到这个名字的来历, 所以大笑。” 说到
    这,又止不住笑了起来。
    在众学生的一致要求之下,黄夏留教授终于讲出了郭春这个名字来历的故事: 

    “从前,有一个叫郭春的人,但是从来没有过父亲。为什么没有父亲而又叫郭春呢 
    原来他妈妈并未正式结婚,但她却是一个非常风流的女人,她拥有三个情人!
    说话有这么一天,她与这三个男人发生了关系,无巧不巧的是,这一开搞,肚子里就
    结了果,最后生下了他。
    这三个男人一个姓高、一个姓李、还有一个姓陈,他妈妈也不知谁是他父亲,于是给
    他取名叫郭春,意为取
    高的头,李的脚,陈的一半,拼成‘郭’字为姓,‘春’者意为三人日也。 这就是郭
    春这个名字来历。”
    众大笑.

    ------------------------------------------------------------------------
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  14. Introduction to political geography, to study the distribution of world politics thing as Contact and differences, as well as political region to form a relationship with the geographical environment, and to predict its development and changes in the law. Research mainly includes the formation and evolution of political boundaries, political area; the divided political region type discussed their similarities and differences; explore, Group formation, development and change in international politics, and trends in contemporary world politics. The research field of political geography research to the territory of the country, and other political phenomena, the pattern of international political relations, its development and changes, and provide the basis for the country's political decision-making, international affairs. Political geography studies include: the territorial characteristics of size, shape, function, location, natural environment of the area, the boundaries of the advance and retreat of changes, as well as the nature of society, the political system, the administrative division, population and ethnic composition, resource development, industrial structure and its geographic distribution, the standard of living of the citizens; establish its role in the capital cities and regional centers; geographical background of international political relations, according to the territory (including the territorial waters, airspace) sovereignty and borders by theoretical studies as well as the borders changes in research of historical facts, to determine the position and basis of the dispute about the border issue between the country with its neighbors, as well as other countries to explore the contradictions and collaboration between countries, including military conflict and diplomatic struggle, international migration, trade relations developments and changes in the analysis of the composition and evolution of the comparison of the various countries of the world, the Group, as well as on the high seas. Many disciplines involved in political geography, in addition to relying on regional geography research, but also with the history, political science, political economy, economics, international relations, science and other disciplines, and with Anthropogeography the other branch disciplines closely related. The course of development of the ancient Greek philosophers to explore the relationship between the State and its geographical area. In his book "", the proposed mode of the ideal state. Later, the Roman scholar Strabo in his book "also discusses the necessary conditions for the effective functioning of the large political region. All major ancient works of regional geography, political geography is an important part, focused on describing the national territory, borders, capital, administrative divisions, population, ethnic, urban, transport as well as with neighboring countries, friend and foe relationship on political change phenomenon and its development process. For example, China Eastern Han historian Ban Gu relegated "Han? Geography", and later dynasties in the history books and the Chronicles, has this describes. Scholars of late Ming and early Qing dynasties Gu Yanwu, Guzu Yu were written to "" and "", discusses the history of the ancient use of regional geographic characteristics of operating the border, to defend its territory. To the modern, Western many based on a large number of historical data and the political situation at the time, the theoretical exploration. Pull zell "first political geography as a branch of the geography. He also proposed the the national organism doctrine, as well as the political geography of space and location analysis factors. Sherron, Sweden, the further development of the National Organic and the geopolitics name. To Houmaijinde Speakman proposed Bauman proposed "national self-determination theory. The political geography exposition decision-making in the different periods of international discussion and international situation, played a very important role. 20th century, 20 to 40 years, and so Germany's the "geopolitics become the tool of the Nazi German aggression and expansion, resulting in political geography reputation once deeply. Real science for the revival of political geography, some political geographers during World War II, began to explore new research methods. In 1950, Hart should be studied to propose political geography of regional similarities and differences in the political area, emphasizing the role of the combination of centripetal force and centrifugal force on the political unit. In the future, the work Gottfried Mans proposed circulation or movement of the destabilization of States and to promote stability in the country's national consciousness, the political geography of the two important factors. Since the 1970s, research focused on the aspects of the political process and political behavior, and more concerned about the smaller political region, such as urban and political geography, quarantine, election geographic. The study main schools of any one discipline has its particular object of study, the most basic areas, and these areas constitute disciplinary system, in order to be distinguished from other disciplines. Political geography as a science, should be no exception. However, an overview of the political geography in the development of the West, as well as various schools around the study of political geography, the study of political geography, has not so far been the formation of a universally accepted definition. This can arise from geography history follows several major schools view seen in: organic organization representative of the school figures, Germany pull zell (F.Ratzel), and Germany's House ho Eph (K.Haushofer) the Qilun (Kjellen) advocates, the political geography of the state organism's space research. House ho Eph knowledge of the "political geography department of political space structure of the organism." Representative of the benefits of the political landscape school Telai Xi (D.Whittlesey), (R.Hartshorne) advocates, political geography school is a major political landscape study, such as the Hui Te Laixi Earth and countries, "the differences of political phenomena in different places of the Earth's surface is the nature of political geography." representative of the school of political ecology Bowman (I.Bowman), the scope of the root Fort (V.Valkenbury) argued that the political geography of human social groups from the political geography of the natural environment to adapt to the area in which they live. The unified field school representative of the United States (SBJones) advocates, political geography should study how political ideas into the political area, and how political ideas within a specific area of ​​political formation. Seems in Jones, political ideas and political regions at both ends of a chain, this chain is this: political concepts - decision-making - Sports - area - political region. Here, "political ideas in the chain, not only refers to the notion of a state, but rather refers to any political ideas." Political region geospatial activities of any political organization, "Whether it is a nation-state, a separate area, under a district in the country, or a political subdivision or a region." As can be seen from the point of view of more than a few genres on the study of political geography http://www.emporioarshop.com/emporio-armani-ar4226-mens-meccanico-analogue-black-dial-watch-p-3633.html Emporio Armani AR4226 - Mens Meccanico Analogue Black Dial Watch, political ecology school, school of organic tissue, the political landscape school emphasized political geography is the study of the spatial structure of the country and outside activities, The state is the object of study. With the Dutch geographer root Fort words for: "political geography is the national geography, and geographic explanation for the international relations. The unified field school is tangible political region of the state extended to the area represented by such terminology such as the Atlantic Alliance, the international system of communism, Commonwealth political region. In this way, will expand the scope of the study of political geography. In our opinion, despite the claims of different schools in the study of political geography is different, but the study of the political area has been the subject of political geography. Political geography, on the one hand, from space to study the phenomenon of human society, politics and the political process and development and the results to study the general rules and characteristics of the phenomenon of human society, politics and the political process in the geospatial distribution; the other hand, geospatial study of human social and political phenomena and political process of change. Such research must focus on research in the political area. Because human beings engaged in political activities are carried out in a specific geographic area, geographical area compared to the political activities of the human place. So, the political activities of the human is bound to form a variety of political regions. Political regions called political area, any areas divided according to political criteria on the Earth's surface, including both a country or countries under Administrative Region, including the number of countries to form area. Political regions as a basic category consists of three elements: (1) political organization; ② The certain amount of the population; (3) geographic area. Any political area are the organic unity of these three elements. With the development of the history, the specific connotation of these three elements are subject to change, these three elements as part of the political area will not change, one factor is missing, it can not become a political area. In modern times, these three elements has its specific contents. We are talking about a political organization, refers both to the individual sovereign countries, including the place of national political organizations, such as local governments, international organizations and local groups, including several countries unite. With the advancement of science and technology, and human development of space, contemporary area except geographically on the earth's surface, and segmentation of different geographical boundaries, and also refers to a geographical space and the atmosphere above. In addition to these tangible regional political regions in the area including the area of ​​the invisible regions, such as the balance of power, the Group expressions. Except that refers to the number of population, density, and its liquidity, the population also refers to race, ethnicity, and people's political behavior. Visible, the political area historical times, the political geography provides a wealth of research content. The three basic elements are inseparable from the three basic elements of any political region. A political organization, such as the economic area, social and cultural areas, natural areas is a major hallmark of distinction, is the first condition of the political area. In a narrow sense, the political system is usually legal institutions, including the "government", "country"; Broadly speaking, including actual and statutory forms of political behavior, including not only the legal organization of the country, also including the reality of political life , such as regional groups, pressure groups and political forces. A certain number of people, this is a common feature of the political area and other human characteristics as the standard by region. No one, no human understanding of nature and transform natural practice activities, nature, it is impossible to leave human practice imprint, various regional presence will be impossible. It is the political activities of human beings before the formation of the political area, leave people, all out of the question. GA Almond, the contemporary famous American political scientist, said: "The political system is the role of the interaction with legislators, executive officials and judges by nationals or voters. Everyone to participate in political communication, organizational and political interest groups, to participate in vote or pay taxes, he converted to a political role from a non-political role, therefore, we might say, everyone is access to the political system. "Of course, the population is more than can be less if the city up to several millions of people, and some villages only a few dozen people. Geographic area, this is a necessary condition for the political area, is also a common feature of all regions, which is a manifestation of human space activities. The manifestations of the geographic area is varied, on the sovereignty of the country, the geographical area is the territory of the country; international organizations, the geographical area is the space these organizations, these areas are tangible , there are clear boundaries. Invisible geographic area, this area is difficult to elegant its boundaries, such as the distribution of voter attitudes in election activities, the balance of power in international politics. Political regions of these three elements are not independent of each other, but rather the interaction. Political system and human relations, the political system is not inherent in the human society, but with the class generation emerged, as Marx and Engels said, with residents first divided into two major class "and" the emergence of the city, will need administrative authorities, police, taxes, etc., in a word, is the need for a common political institutions, and that is the need for political "political system to a certain stage of development of human society of the product. Terms of political systems and geographic regions, the political system can not be separated from the geographic area, geographic region for the political system to provide "political resources" specific performance in any political system inevitably influenced by the domestic and international environment, such as the domestic economy between the natural environment and resources, education and technology system, racial and cultural systems as well as international trade, diplomacy, war, transportation, and cultural exchanges, all influence the political system functions. Political area is the organic unity of the three elements http://www.emporioarshop.com/emporio-armani-ar0298-stainless-steel-white-dial-mens-watch-p-3549.html Emporio Armani AR0298 - Stainless Steel White Dial Mens Watch. The nature of political geography as a science, its nature is determined by the nature of its object of study. To sum up, the nature of the political geography mainly in the following three aspects: the historic and many other disciplines, political geography, an important property is its historic times, age or historical by its determined by the characteristics of the research object itself. Political region itself was historic, because its elements is constantly updated with the progress of history and its contents, and to change its form. Political system, as the elements of the political area, its content and form constantly changing. Before World War II, the country is a major form of political organization, the postwar international organizations and regional groups to change the existing form of the old political system, enrich the content of the political system. Population as an element of the political area, but also in the ever-changing, such as the large number of immigrants, refugees, and urbanization are rich population. Only in terms of quantity, different regions, different countries, its population growth rate is also different. The three types of population growth: zero growth in Western Europe http://www.emporioarshop.com/ar2445-emporio-armani-classic-black-date-womens-watch-p-3379.html AR2445 Emporio Armani Classic Black Date Women's Watch, the high-speed growth in developing countries as well as developed countries, low-speed growth in the current world. The geographic region in the form of even more changes constantly, such as tangible District, intangible areas. This tells us that any political region is not set in stone. With the development of the historical, social changes, the form and content of the political regions are also constantly change. World Administrative Region Figure compared Figure the World Administrative Region in the 19th century and the World Administrative Region of 1960s, the number of national-scale political region increased significantly. Inside a country, its administrative divisions with different periods of political and economic construction needs changing, such as the early days, a significant adjustment to adapt to the needs of construction at the time, told the old Chinese administrative region in the province and the central between the establishment of the northeast, north, northwest, east, south central, southwest six Administrative Region, six Administrative Region were abolished in 1954, to restore the province as a local government, the creation of a national autonomous area. This historic political region does not mean that political geography is not a science, because, regardless of the composition of the three elements of the political area of ​​the form and content of how to change with the historical changes, these three elements as the political area The components itself does not change, which determines the stability of the theory of the discipline of political geography. So we can say that historic era of political region does not change the political geography as a scientific discipline. Rather, it is the historical times continue to enrich the content of the discipline of political geography. Political compared with other types of regional political area of ​​another significant feature is the class nature, also called political. It is in this sense that any political parties, social groups, social forces, international organizations have certain political tendencies in the domestic and international activities on behalf of a certain class, the political behavior of the public but also on behalf of certain political tendencies, Lenin believe that politics is class struggle. Political area such political as political organizations, in particular, like the generation of national institutions arising die, of course, with the elimination of the domination of the ruling class institutions, "when class distinctions have disappeared, and all production is concentrated in the unite the hands of the individual, the public power will lose the political nature of international organizations, many international organizations representing the interests of different classes, there is a significant difference in the ideology, these also make international political regions have different political. Such as previous socialist camp headed by the Soviet Union in Eastern Europe there are different political nature and dominated by the United States, Britain and other Western European capitalist camp. Therefore, in the analysis of the political area, in addition to pay attention to its historic outside, also must pay attention to its political nature. Comprehensive political region Another feature was integrated. Not purely political, politics always and interests of certain groups, in particular, and economic benefits associated with, in addition, political and military, ideological linked to politics is the concentrated expression of these factors. The area is not a pure space, but the distribution of natural resources, population space. The area of ​​so-called political means any political regions are the political, economic, military, ideological, resources, population and other complex. The requirements of the political area we study the political area, from various aspects must be taken into account, such as when the country as a political region to study, not only to study the spatial structure of the political parties, the government, and to study the country's economic, military, ideological impact on national politics, but also to study the political significance of the use and protection of resources and population distribution. The subdiscipline political geography involved many disciplines, in addition to relying on research, but also with the history, political science, political economy, economics, international relations, science and other disciplines, and with Anthropogeography the other branch disciplines closely related. The other geography subdiscipline geography overview of the physical geography, geomorphology, dynamical geomorphology, tectonic geomorphology, climate geomorphology, applied geomorphology, plant geography, animal geography, glaciology, permafrost science, Palaeogeography , hydrology, soil geography, chemistry geography physical geography, human geography, agricultural geography, industrial geography and commercial geography, transportation geography, tourism geography, race, geography, ,,,,, medical geography, political geography, military geography, cartography, toponymic theory geography, regional geography, geomorphology geography
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  16. The actual Wa Nationals lastly convinced Adam LaRoche to place pencil in order to document upon Wednesday following investing the very first 1 / 2 of the actual off-season relationship their own guide slugger.

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    "We had been individual along with Adam as well as their reps, inch Nationals common supervisor Paul Rizzo informed the actual team's web site (washingtonnationals.mlb.com).

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    He or she strike. 271 as well as brought the actual group along with thirty-three house operates as well as 100 RBIs because Wa (98-64) taken the actual Nationwide Category Eastern Department using the greatest general MLB report.

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  17. The actual Baltimore Ravens desired 1 lengthy last trip with regard to Beam Lewis.

    Additionally they desired Colorado. These people first got it.

    Getting discarded Tim Good fortune and also the Indiana Colts, these people right now encounter an even more upon problem -- Peyton Manning and also the streaking Broncos.

    Anquan Boldin arranged the business report along with 145 back yards getting, such as the getting landing within the Ravens' 24-9 triumph Weekend within the Colts within an AFC wild-card online game. The actual earn delays celebrity linebacker Lewis' pension with regard to a minimum of an additional 7 days because Baltimore (11-6) mind in order to top-seeded Colorado (13-3) following Sunday.

    The actual Broncos defeat the actual Ravens 34-17 3 days back.

    ''I desired Colorado, '' Boldin stated, ''because these people defeat all of us.

    ''We'll allow it to be various. ''

    As well as he or she desired the actual Broncos since it prolongs the actual Ravens' quest for their own very first NATIONAL FOOTBALL LEAGUE name because the 2000 period, whenever Lewis received the very first associated with 2 Protective Participant from the 12 months honours.

    ''I found Baltimore in order to earn the tournament, '' Boldin additional. ''We just about all do. ''

    Lewis, that created 13 takes up Weekend, finished their final house online game within Baltimore from fullback, of points, for that last kneel-down. Then proceeded to go right into a brief edition associated with their brand dancing prior to becoming mobbed through teammates.

    He or she adopted having a triumph clapboard, their correct equip, included in the support, http://www.snspurs.com/ Ginobili free shpping Jersey, kept full of admire towards the enthusiasts following actively playing with regard to the very first time because ripping their correct triceps upon March. fourteen towards Dallas.

    ''My just concentrate had been in the future within and obtain my personal group the earn. Absolutely nothing otherwise had been prepared, '' the actual 37-year-old Lewis stated. ''It's some of those points, whenever you recap everything as well as attempt to state what's among your own finest times.

    ''I understood exactly how this began however We in no way understood exactly how it might finish within Baltimore. To visit the way in which this do these days, We would not alter absolutely nothing. ''

    He'd such as simply to alter previous outcomes towards Manning, who had been 2-0 within the postseason towards Baltimore whilst using the Colts.

    ''It's to the following 1, '' the actual 17-year experienced stated. ''We noticed all of them previously within the 12 months and today all of us have them again, however along with our weapons back again. ''

    Losing finished the actual Colts' turn-around period by which these people proceeded to go through 2-14 towards the playoffs within trainer Throw Pagano's very first 12 months within Indiana (11-6). Pagano skipped 12 days whilst going through remedy with regard to leukemia as well as came back a week ago.

    He or she had been positive following a beat towards the group he or she offered being an helper trainer with regard to 4 many years.

    ''The basis is placed, as well as all of us stated all of us had been likely to construct 1 upon rock and roll and never upon fine sand, '' Pagano stated. ''You climate thunder storms such as this and also you study from occasions such as this. ''

    Unpleasant planner Bruce Arians, that proceeded to go 9-3 because meanwhile trainer, had been lacking Weekend following becoming hospitalized by having an undisclosed sickness. Pagano stated Arians ''is fine'' as well as might remain immediately with regard to declaration prior to rejoining the actual Colts upon Mon.

    Quarterback trainer Clyde Christensen known as the actual performs, however Baltimore's all of a sudden energized protection -- influenced through Lewis' impending pension, without doubt -- in no way allow standout first year QB Good fortune obtain comfy.

    ''It's excellent producing the actual playoffs, however, you cannot help to make errors as well as be prepared to defeat the playoff group such as all of us do, '' stated Good fortune, who had been sacked 3 times, John Kruger obtaining two 1/2 of these. ''We'll need to appear back again from individuals as well as ideally repair all of them. ''

    Sunday's triumph improved the actual Ravens' achievement price within starting playoff video games. Flacco right now offers received a minumum of one postseason online game in most 5 associated with their professional months, the only real quarterback to complete this within the Extremely Dish period.

    Their primary focus on Weekend had been Boldin, that experienced receptions associated with 50 as well as fouthy-six back yards, in addition their 18-yard TD on the floater through Flacco within the part from the finish area along with 9: fourteen to visit.

    ''I informed (Flacco) prior to the online game We would obtain two hundred back yards, '' Boldin stated having a giggle.

    ''It's large for all of us. It is large with this town, they have backed all of us this particular whole 12 months plus they anticipate a great deal through all of us. In exchange, you want to provide this for them. ''

    Baltimore changed the very first 2 dropped fumbles from the period through Beam Grain, as well, because Steve Harbaugh grew to become the only real mind trainer within the Extremely Dish period along with is victorious within their very first 5 playoff strategies.

    Back-up halfback Bernard Pierce rescued Grain having a 43-yard burst open which resulted in Boldin's landing, as well as went with regard to 103 back yards.

    Flacco additionally associated with Dennis Pitta for any 20-yard TD as well as first year Justin Tucker created the 23-yard area objective.

    Indy's just factors arrived upon 3 area objectives through Adam Vinatieri, through forty seven, fifty two as well as twenty six back yards. Good fortune finished twenty-eight associated with fifty four goes by with regard to 288 back yards. It had been probably the most efforts with a first year inside a playoff online game.

    Reggie David experienced 114 back yards upon 9 receptions as well as relocated in to 2nd within profession playoff attracts along with 80 -- fifty nine at the rear of innovator Jerry Grain. However the Colts, that relocated through Baltimore in order to Indiana within 1984 -- these people nevertheless tend to be despised right here -- grew to become the 2nd NATIONAL FOOTBALL LEAGUE group to enhance in order to 11 is victorious carrying out a two-win period after which shed within the starting circular from the playoffs.

    The actual Ravens additionally defeat the actual 08 Dolphins inside a comparable situation.

    Each groups had been careless in early stages, along with Grain dropping the fumble, Lewis shedding the possible interception, as well as Good fortune becoming removed from the golf ball on the bag.

    However Grain atoned having a 47-yard obtain on the display move, resulting in Vonta Leach's 2-yard landing.

    Which Professional Dish backfield had been bolstered through the stop results associated with an additional Professional Dish participant, Jacoby Jones. He or she acquired sixty back yards upon kickoff runbacks as well as 57 upon punt results.

    Vinatieri, acquainted with large leg techinques within the playoffs following successful 2 Extremely Containers with regard to Brand new Britain along with area objectives, created the 47-yarder within the 2nd one fourth, the 52-yarder since the very first fifty percent run out, along with a 26-yarder close to the finish from the 3rd time period. However he or she additionally skipped the 40-yarder broad correct, their very first skip towards Baltimore following eighteen achievements.

    INFORMATION: Ravens POUND Dannell Ellerbe sprained a good ankle joint past due within the online game. The actual Ravens did not stipulate that ankle joint.... Harbaugh is actually 6-4 within playoff video games, because is actually Flacco.... Grain completed along with seventy back yards hurrying as well as Flacco put with regard to 282.... First year Vick Ballard hurried with regard to 91 back yards with regard to Indy.... Colts Capital t Winston Rights hurt their equip.
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  2. With more and more luxury brand shoppers looking for one-of-a-kind pieces, labels and designers are faced with finding new and creative ways to

    Christian Louboutin Wants Your Tattoo On His Shoes

    customized their wares for an ever discerning — and demanding — consumer. Bespoke and made to measure have become part of the luxury market parlance especially among high net worth shoppers who want something that’s not available on the selling floor. Something uniquely his own.

    With this framework, Christian Louboutin, he of the red soled shoes, has launched a special service to make his men’s shoes truly individual. In fact, what he does is so personalized that he redefines the word bespoke. Using his shoes as his canvas, http://www.espnsportshop.com/ NFL Nike limited Jersey, he creates imagery through embroidery and beadwork. The images, however, are lifted directly of off the client’s own tattoos. Yes, body ink is a prerequisite for this service. And since the tattoo is uniquely your own, your shoes will literally be the only one of their kind.

    How does the service work? First you have to go to a Christian Louboutin men’s concept store with a Tattoo Parlor (locations in Paris, New York, Hong Kong, Los Angeles and London). The staff will take a photograph of your tattoo then they will send the image to Paris where the designer himself will review and approve it. From there you pick the type of shoe, the kind of fabric and embroidery, the colors and the placement. The Paris team will then work on the design then send the drawings and materials to Italy and India for production and embroidery. The service takes about three months after final approval. A considerable wait, but when you really think about it, it’s a small sacrifice because at the end of the waiting period you have a pair of shoes that no one else in the world has.

    “It started as an idea of a present for a friend, I made a pair of shoes for him embroidered with his tattoo. A lot of my friends have tattoos, I realized that it’s not only just a part of pop culture but a bit of a map on someone’s body which says something about people. A part of their life, like an armor or a crest. Instead of carrying someone else’s crest on a loafer, I thought it would be modern armories, your own crest on your own shoe. Instead of a classical made to measure bespoke shoe, which other men’s shoe brands do very well, this is my modern approach to bespoke, ” said Louboutin.

    The service is also offered to women but limited to four styles of shoes.

    Click on the slideshow to see samples of shoes from Christian Louboutin’s tattoo service.
  3. Photo Credit Creatas Images/Creatas/Getty Images
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  4. Tristan Thompson won't blame coach Byron Scott for the Cleveland Cavaliers' struggles. He's shown his support off the court, and now he might be doing the same on it.

    The Cavs will try to avoid a season high-tying sixth straight home loss and hand the Orlando Magic their worst road losing streak in seven years Sunday night.

    With Cleveland (23-52) coming off its season-worst 10th consecutive defeat Wednesday, 113-95 to Brooklyn, Thompson came out in support of Scott, whose future with the team is in jeopardy despite management picking up his option for 2013-14 in October.

    "All the rumors about coach Scott and hot seat and all that crap, that's bogus, " Thompson said following Thursday's practice. "It's up to us to come out and compete and play hard because we're the ones out there. When he was out there playing, he won championships. So it's up to us to come out there and play. "

    Thompson did just that Friday, setting career highs with 29 points and 17 rebounds in a 97-91 victory at Boston.

    "I just know he was really geared up to play, " Scott said. "Maybe it was some of the things he said. 'We have to come out and play like men' - and I thought our guys did that. "

    The Cavs want to take that momentum back to Quicken Loans Arena, where they're winless since March 12 versus Washington. That had been their most recent victory in any arena until Friday.

    "During this losing streak, we had a lot of games we should have won but at the end of the day we ended up taking the L, " said Thompson, who had averaged 7. 5 points in the previous five games. "Tonight was our game to win. We knew we had to take it and bring it back to Cleveland. "

    That's where the Magic (19-58) will close a five-game trip and try to end their second 10-game road losing streak of 2013. They haven't had a longer one since dropping a franchise-record 16 straight road games during the 2005-06 season.

    Six of the losses during the current road skid have been by single digits, including Friday's 87-86 defeat to Chicago. Orlando led by eight in the final minute of the third quarter before suffering its 45th loss in 52 games.

    "Just playing for 48 minutes. Playing the entire game, " rookie swingman DeQuan Jones said. "That just comes with experience and being in those situations. It's something to build off of. Something to get better. "

    Cavs point guard Kyrie Irving, http://www.christianlouboutinishop.com/ discount CL Flats Shoes, shooting 9 for 36 over the last two games, could see plenty of Beno Udrih with Jameer Nelson questionable due to an ankle injury.

    Udrih has is averaging 19. 5 points and 8. 3 assists while starting each game on the trip in place of Nelson. He scored a season-high 27 on Friday.

    "He directs us on offense, but with him being a veteran, it's easy for him to pick out spots where he can score and be efficient, " said Jones, who averages 3. 7 points but has 22 over the last two games.

    These teams will meet for the first time since Cleveland's 118-94 victory in Orlando on Feb. 23. The Cavs had ended a 10-game skid in this series - and handed the Magic a season-worst 12th straight defeat - in the previous matchup in Cleveland, winning 119-108 on Feb. 8.
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  6. Shoebunny spotted Vanessa Hudgens in Christian Louboutin sandals.
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    The “Lady Max” sandals were also worn by Marion Cotillard, Gillian Anderson, Elizabeth Banks, and Jaime King.
  7. Tigers 8, Yankees 4

    Austin Jackson had three hits and scored three runs and Prince Fielder drove in a pair as Detroit clinched the three-game set against New York.

    Miguel Cabrera went 4-for-4 with an RBI and Torii Hunter recorded three hits and drove in a run in support of Max Scherzer (1-0), who struck out seven while allowing four runs and five hits in five-plus innings for the Tigers.

    - - -

    Cardinals 6, Giants 3

    Carlos Beltran broke out of an early slump with two hits and three RBIs as St. Louis evened the series against San Francisco in California.

    Rookie Shelby Miller (1-0) earned his second career win after giving up two runs on four hits over 5 1/3 innings.

    Mitchell Boggs worked around a two-out single in the ninth for his first save for the Cardinals, who trailed 2-1 before Beltran capped a three-run fifth inning with a two-run double off Ryan Vogelsong (0-1).

    - - -

    Angels 8, Rangers 4

    Albert Pujols homered twice and Peter Bourjos and Mark Trumbo also went deep as Los Angeles powered past the Rangers in Texas.

    Pujols hit a two-run blast in the first and added a solo shot in the sixth for his 45th career multi-homer gamer.

    Trumbo also hit a two-run shot in the opening inning as the Angels staked Tommy Hanson (1-0) to a four-run lead before he took the mound.

    - - -

    Nationals 7, Reds 6 (11)

    Ian Desmond belted a lead off home run in the top of the 11th and Wilson Ramos clubbed his second homer of the game one out later as Washington prevailed in Cincinnati despite blowing a late four-run lead.

    Bryce Harper and Ramos each swatted two-run homers and Jayson Werth added a solo blast to help the Nationals rebound from Friday night's 15-0 drubbing - their worst loss since the franchise moved from Montreal to Washington in 2005.

    - - -

    Blue Jays 5, Red Sox 0

    J. P. Arencibia and Colby Rasmus each homered and four pitchers combined on a two-hitter as Toronto cruised past Boston.

    J. A. Happ (1-0) yielded a lead off double to Jacoby Ellsbury before retiring 16 of the next 18 batters he faced. The left-hander, who departed after walking Shane Victorino with one out in the sixth, walked three and struck out six.

    - - -

    Mets 7, Marlins 3

    John Buck drove in four runs and Daniel Murphy drilled a go-ahead RBI triple in the seventh inning as New York handed visiting Miami its fourth loss in five games to start the season.

    David Wright added three hits for the Mets, including an RBI single to score Murphy in the seventh, and Buck's second sacrifice fly capped a three-run frame. Collin Cowgill also belted a solo homer in the eighth for New York and reliever Brandon Lyon (1-0) struck out two in a scoreless inning for the victory.

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브랜드 아이덴티티라는 용어는 프랑스 HEC(Hautes Etudes Commerciales)의 마케팅 교수인 쟝 노엘 케퍼러(Jean-Noel Kapferer)에 의해서 사용되었다가 1996년에 UC버클리 경영학과 교수인 데이비드 아커(David A. Aaker)가 브랜드 아이덴티티 시스템을 제안하면서 실무적으로 많은 발전을 이루게 되었다.

브랜드 아이덴티티가 기업 입장에서 소비자에게 전달하고자 하는 것이라면, 브랜드 이미지는 소비자에게 형성된 것이라고 할 수 있다.
 
결국 기업이 브랜드를 통해 알리고자 하는 것이 100이라면 그 중 소비자가 이미지로 형성해 기억하고 있는 것은 50이 될 수도 있고, 10이 될 수도 있는 것이다.

그만큼 강력한 브랜드 이미지를 구축하는 것이 어렵다는 것을 알 수 있으며, 브랜드 아이덴티티 자체가 강력한 브랜드 파워를 보장해 주는 것은 아니라는 것을 알 수 있다


브랜드 아이덴티티에 관한 오해

우리 기업들에도 유행처럼 브랜드 아이덴티티에 대한 필요성이 크게 대두되어 왔다. 그래서 이것이 강력한 브랜드를 구축하기 위한 일종의 만병통치약(?)인 것처럼 인식되어 여기저기서 브랜드 아이덴티티란 이름 하에 프로젝트가 실시되어 왔다.
하지만 이에 대한 검증 작업 없이 여러가지 형용사 또는 이미지들의 나열로 그친 것이 사실이다.

가장 큰 오해 중 하나는 다트머스 대학 경영학과 켈러(Kevin Lane Keller) 교수가 사용했던 브랜드 요소(Brand Elements)와의 차이일 것이다.
그는 브랜드 인지도와 브랜드 연상을 강화시켜 주는 요소로 브랜드명, 로고·심볼, 캐릭터, 슬로건, 징글, 패키지 6가지를 들고 있는데 일부에서는 이러한 브랜드 요소를 브랜드 아이덴티티로 오해하는 경우도 있다. 하지만, 켈러 교수 역시 브랜드 요소는 단지 브랜드 아이덴티티 전체의 일부라고 강조한 것을 간과해서는 안된다.

두 번째 큰 오해는 광고 등 커뮤니케이션의 일관성을 유지하기 위해 사용된 비주얼 요소를 브랜드 아이덴티티로 간주하는 것이다. 대표적인 사례가 필립스가 광고에서 지속적으로 사용하였던 웨이브(Wave)일 것이다(그림).


글로벌 브랜드가 되기 위해서는 전세계적으로 동일한 이미지를 커뮤니케이션하는 것이 중요하다는 인식하에 많은 기업들이나 브랜드들이 이러한 동일한 비주얼을 커뮤니케이션에 사용해 온 것도 사실이다. 디자인 업계에서 BI라고 부르는 작업 또한 브랜드 아이덴티티 전체가 아닌 일부분이라고 할 수 있다.
브랜드 아이덴티티 플랫폼

지금까지 많이 언급된 브랜드 아이덴티티 관련 플랫폼은 두 가지다. 하나는, 케퍼러가 제시하는 브랜드 아이덴티티 프리즘(Prism)이고(그림 3-1), 다른 하나는 아커가 제시하는 브랜드 아이덴티티 시스템이다.

브랜드 아이덴티티 정의에 가장 충실하게, 보내는 쪽(발신자 ; 브랜드)과 받는 쪽(수신자 ; 소비자)으로 구분하여 설명하고 있는 것은 케퍼러의 프리즘 모델이다. 소비자가 브랜드를 통하여 얻게 되는 사회적인 투영(Reflection)과 내재적인 이미지(Self-image)까지 함께 설명하고 있다.

하지만, 이 모델의 단점은 구체적으로 브랜드 아이덴티티를 구성하는 요인들에 대한 보다 구체적인 설명이 미흡하다는 점이다.

이에 비해 아커의 브랜드 아이덴티티 시스템은 브랜드 아이덴티티를 핵심 아이덴티티(Core Identity)와 확장된 아이덴티티(Extended Identity)로 나누고 그 구성 요소로 제품, 조직, 개성, 상징 4가지를 포함시켰다. 이로 인해 얻게 되는 편익(Bene-fit)과 신뢰성, 소비자와 브랜드 관계는 브랜드 아이덴티티와는 별도로 설명하고 있다. 하지만 전체적인 브랜드 아이덴티티 시스템은 이 모든 것을 반영해 하나의 플랫폼으로 제시하고 있다.

아커 모델은 기존 브랜드 아이덴티티와 편익, 즉 가치제안(Value Proposition)을 구분하지 않았던 일부 시각에서 좀더 ‘브랜드가 소비자에게 전달하고자 하는 것’이라는 기본 개념에 충실하게 브랜드 아이덴티티를 별도로 분리한다.

개인적인 생각도 실제로 어떤 브랜드를 사용하면서 느끼는 기능적인 편익, 감성적 편익 등을 브랜드 아이덴티티에 포함시키는 것은 무리가 있다고 본다.

따라서, 브랜드 아이덴티티 개발 과정에서는 이런 가치 제안은, 고려는 해야 되겠지만 브랜드 아이덴티티를 확고하게 구축하는 것이 선결 과제라 하겠다.

브랜드 아이덴티티 구성

브랜드의 핵심을 파악하게 해주는 단일한 개념 브랜드 아이덴티티는 크게 핵심 아이덴티티와, 확장된 아이덴티티로 나눌 수 있다.

1996년에 아커는 제품, 조직, 개성, 상징의 4가지 구성요소가 응축되어 핵심, 확장된 아이덴티티가 된다고 했지만, 2000년 이후에는 여기에 브랜드 에센스(Brand Essence)라는 개념을 추가해 설명하고 있다.

그가 말하는 브랜드 에센스는 브랜드의 핵심을 파악하게 해주는 단일한 개념으로, 핵심 아이덴티티의 요소들을 한데 묶어주는 접착제며 모든 핵심 아이덴티티 요소들에 연결된 바퀴의 중심축이라고 정의하고 있다.

이런 브랜드 에센스의 전제조건은 고객이 공감해야 하며, 가치제안을 주도해야 한다는 것이다. 이 말은 브랜드 에센스 하면 바로 기능적 편익, 정서적 편익, 자아표현적 편익이 바로 떠올려져야 한다는 걸 의미한다. 예를 들어, 3M의 혁신(Innovation)은 바로 기능적 편익을 떠올리게도 하지만 기능적 편익을 강력하게 이끌어 혁신이라는 것을 느끼도록 해주는 것이다.

핵심 아이덴티티는 가장 크게 고려해야 할 것이 2가지인데, 하나는 시간에 관계없이 브랜드의 핵심이 되어야 한다는 것과, 다른 하나는 브랜드가 새로운 시장이나 제품에 투입될 때에도 가장 변함이 없을 것 같은 연상작용이라는 것이다.

두 번째 설명이 무엇보다 핵심 아이덴티티를 정하는데 중요한데, 새로운 시장과 새로운 제품에도 똑같이 위력을 발휘해야 하는 것이다.

예를 들어, 나이키는 최고의 운동선수, 높은 퍼포먼스(Performance), 운동을 통한 삶의 고양(高揚) 등이 핵심 아이덴티티며 나이키가 생산하는 모든 제품에서 동일하게 적용되는 것이기도 하다. 나이키 운동화를 신으면 운동을 못하던 사람도 잘할 것 같은 느낌이 바로 강력한 브랜드 아이덴티티를 구축한 노력의 결과라고 할 수 있다.

이에 비해 확장된 아이덴티티는 브랜드 아이덴티티의 모든 기능을 수행하기 위한 세부요소면서, 브랜드 아이덴티티의 구조(Texture)를 짜거나 완전하게 하기 위한 것이다.

시각, 청각으로 자극을 주는 것, 브랜드 개성, 제품 관련 속성, 특징 등은 모두 확장된 아이덴티티라고 할 수 있다.


브랜드 분자 구조
샘 힐(Sam Hill)과 크리스 레더러(Chris Lederer)는 「하버드비즈니스리뷰」에 발표한 글을 발전시켜 브랜드 분자 구조(Brand Molecule)라는 것을 발표했으며, 이는 브랜드 뿐만 아니라 다양한 영역에서 활용되고 있다.

브랜드 분자 구조는 단지 브랜드 아이덴티티를 구축하고자 사용한 것이라기보다는 다양한 브랜드가 존재하는, 브랜드 포트폴리오를 관리해야 하는 상황에서 사람의 기억 속에 어떤 브랜드, 또는 그 이미지의 크기가 어느 정도이며, 그 강도는 어떤지를 살펴보고자 하는 것이었다. 브랜드 이미지가 ‘브랜드 아이덴티티의 함축된 정도’라고 할 때 그 구조를 파악해 보기 위해서라도 브랜드 분자 구조는 유용하게 적용될 수 있다.

일본에서는 히토츠바시 대학의 이쿠츠 교수 등이 ‘콘텍스트 브랜드(Context Brand)’라는 용어를 만들기도 했는데, 문맥이나 환경 속에서 파악되는 브랜드 이미지를 분석하는 방법으로 제안되기도 했다.

이것은 브랜드가 독자적으로 존재한다기보다는 시장상황, 하위 브랜드 등 브랜드 체계, 브랜드 개성 등이 혼재된 환경 속에서 상호작용을 통해 만들어지기도 하며 성장한다는 것을 가정하는 것이다.

이런 브랜드 분자 구조의 효용성은 전적으로 소비자 관점에서 이를 파악하고 있다는 데서 나온다. 브랜드 아이덴티티가 기업, 즉 브랜드가 소비자에게 전달하고자 하는 많은 것들로 구성되어 있기 때문에 그 브랜드 아이덴티티가 잘 구축되었는지, 또는 소비자가 어떻게 인식하고 있는지에 대한 검증 작업은 크게 중요시되지 못했다.

우선 브랜드 아이덴티티를 어떤 형태로든 만드는 데 급급했기 때문에 성공 여부에 대한 측정, 향후 관리에 대한 부분은 소홀했던 것이 사실이다. 이에 비해 브랜드 분자 구조는 전적으로 소비자가 현재 브랜드에 대해 갖는 이미지를 분석하기 때문에, 역으로 브랜드 아이덴티티를 더욱 공고히 하기 위해 매우 필요한 작업으로 인식되고 있기도 하다.

하지만, 브랜드 분자 구조는 새롭게 태어난 브랜드에 대해 적용하기 어려운 측면이 있고, 시장 내에서 경쟁상황이 비슷한 경우에는 거의 엇비슷한 구조가 나와 그 차이를 구분지을 때 자의성이 많이 개입되는 단점도 있다. 그렇지만 브랜드 체계가 복잡한 경우에는 그 관계를 소비자 관점에서 파악할 수 있어 유용하기도 하다.

브랜드 포지셔닝

브랜드 아이덴티티를 구축하는 데 있어서 중요하게 고려해야 할 부분이 포지셔닝에 관한 것이다. 오랫동안 마케팅에서 STP(Segmentation, Targeting, Positioning)는 큰 관심을 끌었다. 여기서 포지셔닝은 마케팅의 성공에 매우 중요한 의미를 갖고 있기도 하다. 차별화일 수도 있는데, 경쟁사와 다른 위치를 갖는다는 것은 그만큼 경쟁력 측면에서 중요하다. 브랜드 아이덴티티는 브랜드 포지셔닝을 잘하기 위한 기초체력과도 같은 것이라 할 수 있다.

브랜드 포지셔닝을 세그멘트(분할), 타깃팅 후 찾는 방법도 있겠지만, 브랜드 아이덴티티의 구성요소 등이 어떻게 소비자에게 인식되고 있는지를 파악하고, 이를 바탕으로 강력한 브랜드 포지셔닝을 해 나갈 수 있다.

브랜드 포지셔닝은 크게 상징적인 포지셔닝과 기능적인 포지셔닝으로 나눌 수 있다. 구체적인 포지셔닝을 위해서는 브랜드 아이덴티티의 구성요소가 어떻게 소비자에게, 어떤 강도로 인식되고 있는지를 지속적으로 점검할 필요가 있는 것이다.

처음에는 기능적인 측면이 강조되었지만 나중에는 상징적인 측면이 강조되어 강력한 브랜드가 되어갈 때 브랜드 아이덴티티 구성요소간 관계를 면밀히 살펴봄으로써 관리해 나갈 수 있다.

브랜드 포지셔닝에서 중요한 것은 역시 목표지향적(Goal-directed) 포지셔닝일 것이다. 우리가 옛날 학창 시절에 소풍 갈 때를 생각해보면, 전날 밤 잠 못이루고 아침 일찍 김밥을 싸가지고 공원이나 유원지에 갔던 일을 기억할 것이다. 이때 소풍 때문에 이 모든 일들이 일어났으며, 따라서 우리는 이를 하나로 기억하는 것이다.

마찬가지로 어떤 브랜드가 ‘건강’을 강조한다면, 소비자가 건강이라는 목표를 달성하기 위해 신경 쓰는 것, 즉 먹을 것, 사야 할 것 등과 관련된 이미지를 강력하게 구축하기 위해 브랜드 아이덴티티도 그에 맞추어 개발되어야 한다.

그러기 위해서는 소비자가 느끼는 심층 의식을 깊이 있게 이해할 필요가 있고, 이와 더불어 브랜드 아이덴티티의 어떤 요소들이 그런 목표지향적 이미지를 구축하기 위해 묶여질 수 있는지를 파악해야 한다.

나이키의 브랜드 에센스는 뛰어남(Excelling)이다. 이 ‘뛰어남’이란 목표지향적 이미지를 구축하기 위해 핵심, 확장 아이덴티티가 굳건히 버팀목이 되고 있다고 할 수 있다.

미래 브랜드아이덴티티 개발



브랜드라는 것은 매우 복잡다기(複雜多岐)한 것만은 사실이다. 브랜드 아이덴티티 또한 그렇게 단순하지만은 않다. 향후 브랜드 아이덴티티 개발에서는 과거 비주얼적인 측면에서 청각적인 요소, 즉 징글, 슬로건 등의 중요성이 커질 것이다. 소리와 관련해서는 소닉(Sonic)이라고 하여 청각 분야의 연구가 다양하게 이루어질 전망이다. 아직까지 우리 나라는 전문적으로 다루는 사람이 많이 없기는 하지만 향후에는 더욱 발전할 것으로 보인다.

이와 함께 브랜드 아이덴티티 최적화(Maximization)의 문제가 중요하게 대두될 것이다.

점차 브랜드아이덴티티를 구성하는 어떤 요소를 조합하면 가장 큰 시너지를 낼 수 있을까에 대한 논의는 더 진전될 것이다. 이것은 업종별로, 또는 브랜드별로 가장 성공적인 조합이 있을 것이고, 이를 하나의 전범(典範)으로 하여 브랜드 아이덴티티를 구축해 나가는 노력들이 많아질 것이다. 최적화의 문제는 모든 구성요소의 유기적인 연결과도 관계가 깊다.

결국, 브랜드 아이덴티티는 브랜드 에센스를 키우는 궁극적인 작업이어야 하는데 브랜드 에센스를 정점(頂點)으로 각 구성 요소간 유기적인 연결이라는 문제는 매우 중요해질 전망이다.

향후 브랜드 아이덴티티의 성공 여부는 브랜드 에센스와 다른 구성요소간의 상호관계를 계량적으로 측정한 후에 판단해야 한다. 그래서 개인적으로는 다음과 같은 개괄적 브랜드 아이덴티티 플랫폼을 제안한다'

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웹아이덴티티 구축  - 브랜드아이덴티티를 기반으로
글쓴이: 홍성민(www.blue-d.co.kr)

e비즈니스에 대한 기업의 관심은 어느 때보다 높다. 이와함께 e비즈니스를 가능하게 하는 사이트의 구성은 더욱 더 중요해질 수 밖에 없다. 이제는 인터넷 사이트조차도 단순한 도메인에서 브랜드로 인식되면서, 브랜드아이덴티티를 구축하는 문제는 특히 기업의 생존차원에서 주목받게 되었다. 

현재 많은 인터넷기업에서는 소비자에게 분산된 이미지를 전달하기 보다는 통일된 아이덴티티를 통해 고객의 방문을 유도하고 지속적인 경쟁력을 창출하려는 노력이 계속되고 있다. 우리는 종종 브랜드아이덴티티나 웹아이덴티티라는 용어를 쓰고 있지만 상당히 잘못 인식하고 있다. 실제로 많은 사람들이 브랜드아이덴티티나 웹아이덴티티를 단순히 "사이트를 디자인하는 일"로 국한시켜 생각하는 경우가 많다. 하지만 브랜드아이덴티티에 기반한 웹아이덴티티가 모호하면 강력한 브랜드를 구축하는 일은 요원해질 수 밖에 없다. 

그래서 통일된 아이덴티티의 구축은 기업성장의 원천이라고 할 수 있다. 

◆ 웹아이덴티티의 의미와 구성요소 
웹아이덴티티는 브랜드아이덴티티와 유기적인 관계를 가지고 있다. 강력한 브랜드아이덴티티를 구축하는 것은 결국 웹아이덴티티를 강력하게 구축하는 일과 같다. 

웹아이덴티티의 기본 전제는 브랜드아이덴티티의 이해에서 비롯된다고 할 수 있다. 
우선, 브랜드아이덴티티의 의미를 살펴 보면, 기업관점에서 소비자에게 연상시키려는 브랜드에 대한 기획된 연상· 의미의 집합이다. 
이와는 달리 브랜드이미지는 소비자의 연상작용에 의해 형성된 전체적인 인상의 집합이다. 즉, 브랜드아이덴티티는 소비자들이 느끼는 브랜드이미지와는 분명히 다르다. 아이덴티티(Identity)라는 말 속에는 실제로 여러가지 뜻이 내포되어 있다. 신분증명서와 같이 "본인임을 드러내는" 것으로 자신의 신원을 나타낼 수 있고, 나아가 정체성이나 개성을 나타낼 수도 있다. 그리고 "동일함"이라는 뜻으로도 사용된다. 

바로 언제나 똑같이 바뀌지 않고 유지된다는 뜻을 함축하고 있다. 우리는 어떤 사람이 마음이나 일을 자주 바꾸는 것을 보고 "조변석개(朝變夕改)"라고 표현한다. 모든 사람이 이러한 표현을 쓰게 된다면 그만큼 신뢰감을 얻지 못하고 있다고 해도 지나침이 없다. 브랜드도 고객의 신뢰를 잃으면 더 이상 생명력을 유지할 수 없다. 그렇기 때문에 오랫동안 브랜드의 생명력을 유지하기 위해서 견고한 브랜드아이덴티티의 구축과 지속적 관리는 매우 중요하다. 웹아이덴티티는 이러한 "브랜드아이덴티티를 바탕으로 특정 사이트가 가지고 있는 다양한 연상을 체계적으로 창조하고 유지하기 위해 필요한 사이트의 총체적인 연상 요소(elements)의 집합"이라고 정의할 수 있다. 

美 듀크대학 경영학과 켈러(Kevin Lane Keller)교수는 브랜드아이덴티티의 요소(elements)로 브랜드네임, 로고와 심볼, 캐릭터, 패키지, 슬로건, 징글, 패키지 디자인을 예로 들었다. 브랜드아이덴티티를 만들기 위한 재료는 그만큼 다양하다는 것을 알 수 있다. 웹을 기반으로 하는 브랜드아이덴티티는 이러한 구성요소에 유형의 제품을 포장하기 위해 필요한 패키지 디자인 대신 웹사이트 디자인이 포함되며, 웹사이트에 담기는 컨덴츠(내용)는 더욱 중요한 브랜드요소가 된다. 켈러는 "이러한 다양한 브랜드요소의 조합(mix)과 결합(match)이 중요하다"고 강조하기도 하였는 데, 실제적으로는 이 모든 브랜드요소가 브랜드아이덴티티를 구축하는 데 모두 필요하디기 보다는 전략적인 선택에 의해 취사선택되어 효과적인 아이덴티티를 구축하기 위해 이용되는 경우가 많다.  
그는 브랜드아이덴티티를 구성하는 브랜드요소 중에서 기업의 상황에 맞게 선택하여 사용하고자 할 때, 5가지 선택기준(criteria)를 제시하고 있다. 구체적으로 기억성(memorability), 의미성(meaningfulness), 전이성(transferability), 적용성(adaptability), 방어성(Protectability)이 이에 해당된다. 
또한 각 브랜드요소를 5가지 선택기준으로 살펴보면, 장단점이 존재한다. 인터넷 사이트에서는 처음 고객이 쉽게 떠올릴 수 있도록 하기 위해서는 e브랜드명과 슬로건이 중요한 역할을 하지만, 다른 요소는 한 브랜드에 대한 정보가 기억 속에 있는지 여부(재인: recognition)를 알도록 해주는 역할을 한다. 그리고 실제적인 e브랜드에 대한 연상을 불러 일으키기 위해 웹사이트디자인이나 컨텐츠를 기본적으로 생각할 수 있으나 슬로건이나 로고· 심볼, 캐릭터도 유용한 도구가 된다는 점을 알 수 있다. 


◆ 웹아이덴티티의 필요성 
웹아이덴티티는 인터넷을 기반으로 하여 급속히 성장하는 신경제(new economy) 상황에서는 그 중요성이 어느 때보다 높다고 할 수 있다. 
통일되고 총체적인 웹아이덴티티를 구축해야 하는 이유는 우선 치열해지고 있는 경쟁상황에서 경쟁우위(competitive advantage)를 지켜나가기 위해서다. 차별화된 이미지를 일관되게 구축하지 못하면 경쟁자의 도전을 받기가 쉽고, 강력한 이미지를 구축하지 못해 지속적으로 고객의 방문을 기대하기가 어렵게 된다. 
둘째, 내부적으로는 통일된 목표하에 웹아이덴티티를 구축하게 되면 장기적인 핵심역량(core compentency)을 강화할 수 있게 된다. 
동일한 목표와 통일된 아이덴티티는 빠르고 효율적으로 소비자에게 다가갈 수 있는 가장 중요한 인터넷 기업의 핵심역량인 것이다. 
셋째, 통일되지만 고객의 변화에 맞게 유연하게 대처할 수 있는 웹아이덴티티의 요구가 증가하고 있는 추세다. 
시대에 뒤떨어진 이미지나 더 이상 소비자의 마음을 끌어 들일 수 없는 브랜드요소는 궁극적으로 지금까지 구축한 브랜드파워마저 약화시키는 결과를 초래한다. 급변하는 사회와 고객의 원하는 바를 정확히 읽는 웹아이덴티티의 구축은 그만큼 절실하다고 할 수 있다. 
마지막으로 인터넷환경에서는 다양화되는 컨텐츠서비스만큼이나 그 내용 또한 천차만별이다. 아마존처럼 책, 인테리어, 장난감 등 서로 다른 이질적인 컨덴츠서비스를 제공하면서 강력한 브랜드를 구축하기 위해서는 하나의 통일된 이미지를 줄 수 있는 웹아이덴티티의 구축은 필수적이다. 

◆ 웹아이덴티티 구조 
美 버클리대학 하스경영대학원 데이비드 아커(David Aaker)교수는 브랜드아이덴티티 시스템을 제시하면서 제품으로서 브랜드, 조직으로서 브랜드, 개성으로서 브랜드, 심볼로서 브랜드라는 4가지 얼굴을 강조하였다. 
웹아이덴티티 또한 포괄적 구조하에서 인식할 필요가 있는 데, "브랜드아이덴티티를 통해 외부적으로 구현하고자 하는 총체적인 연상 집합"이라고 볼 때 아커 교수가 강조하는 바를 이해할 필요가 있다. 
웹사이트상에서는 유형의 제품을 보여주는 것이 아니기 때문에 컨텐츠서비스, 서버용량이나 기술력을 바탕으로 구현되는 속도나 편리성, 우수한 기능(시스템, 고객맞춤기능, 보안 등)과 같은 고유자산(Property)으로 대체하여 부를 수 있다. 
브랜드요소(brand elements)가 미시적인 관점에서 세부적인 개별항목을 나열할 것이라면, 아커의 브랜드아이덴티티 시스템은 사용상황, 사용자이미지, 고객-브랜드관계, 브랜드개성 등을 포함하는 거시적인 관점에서의 접근이라고 할 수 있다. 그러나 
이러한 전체적인 브랜드아이덴티티 시스템을 뒷받침할 수 있는 구체적인 실행 프로그램으로서의 브랜드아이덴티티 구조는 좀더 실무적으로 재정립될 필요도 있다. 브랜드요소를 각 사이트에 맞게 적용할 때 어떠한 순서대로 선택하여 사용할지 여부는 구체적인 브랜드아이덴티티 구축 프로세스를 정립한 후 가능하다. 
켈러나 아커가 제안한 브랜드아이덴티티 구축 모형은 병렬식으로 나열되어 정확한 구축순서와 경로가 나와 있지 않은 단점이 있어 실무적으로 적용하기는 어려움이 많은 것이 사실이다.   
가장 먼저 아이덴티티 구축을 위해 테마(theme)가 정해져야 한다. 테마는 브랜드아이덴티티를 통하여 전달하고자 하는 주된 내용이라고 할 수 있는 컨텐츠속성(context attribute)과 소비자편익(consumer benefit)을 고려하여 소비자에게 줄 수 있는 궁극적 가치를 말한다. 
다음으로 스타일(style)과 브랜드요소(elements)를 선택하게 되는 데, 스타일은 모양(shape), 색(color), 서체(typeface), 배치(arrangement)와 같은 시각적 요소와 음악의 고저, 속도, 강약에서 느껴지는 청각적 요소로 구성되어 있다. 스타일과 구성요소를 구분하자면 스타일은 브랜드아이덴티티의 테마를 표현하는 1차적인 요소라고 할 수 있고, 브랜드요소는 2차적인 요소라고 할 수 있다. 


◆ 웹아이덴티티 테마(Theme) 구조 
웹아이덴티티를 통일되게 구축하기 위해 기존에는 웹사이트를 기획하고 디자인하는 데 치중한 경향이 많았다. 
하지만 웹아이덴티티의 근간은 볼보의 안정(safety)같이 궁극적으로 소비자에게 제공할 수 있는 강력한 가치(철학)가 정립되어야만 웹사이트 디자인이나 컨텐츠가 브랜드파워를 키우기 위해 존재할 수 있게 된다. 
웹아이덴티티를 구축하는 데 있어서 테마를 설정하는 작업없이 최종적으로 소비자에게 보여지는 스타일이나 브랜드요소에만 집중하게 되면 강력한 브랜드를 키우는 것이 아니라 사상누각(砂上樓閣) 이 될 수 밖에 없다. 
웹아이덴티티의 구성의 원천인 브랜드아이덴티티 테마(theme) 구조는 우선 브랜드를 연상할 대 떠오르게 하고 싶은 내용으로 브랜드 Philosophy가 있으며, 우리브랜드가 궁극적으로 주는 가치라고 할 수 있다. 이러한 Philosophy는 경쟁자와 차별화되는 내용일 때 경쟁력을 갖게 되는 원천이 된다. 다음으로 Philosophy를 가능하게 해주는 브랜드의 능력인 핵심역량(Core Competency)이 필요하다. 
아무리 좋은 Philosophy라도 브랜드 능력이 이를 뒷받침해주지 못하면 강력한 브랜드아이덴티티와 웹아이덴티티를 구축하지 못한다. 
마지막으로 제품속성과 인식상 다른 브랜드의 제품과는 차별화된 편익을 제공해야 한다. 얼마나 적절한(relevant) 차별적 편익을 제공하느냐에 따라 브랜드아이덴티티 테마(theme)구조는 완성이 된다. 

◆ 웹아이덴티티의 확장 
우리가 형식적으로 알고 있는 브랜드아이덴티티는 단순히 머리 속에서 즉흥적으로 만들어질 때가 많다. 하지만 
서두에서도 말했듯이 브랜드아이덴티티에 기반한 웹아이덴티티 구축은 테마(theme), 스타일, 브랜드요소가 최적으로 구성되어 표출되었을 때 강력한 아이덴티티가 결정된다. 하지만 테마, 스타일, 브랜드요소는 웹아이덴티티를 구성하는 재료가 된다. 

아커의 준거틀을 좀더 확장시켜 보면 최근 브랜드아이덴티티에 기반한 웹아이덴티티는 단순한 테마나 디자인을 포함하여 고객과 브랜드사이의 관계, 브랜드개성, 조직연상, 사용자이미지 등도 중요하게 다루어진다. 컨텐츠내용 인터넷에서 제품은 바로 컨텐츠가 된다. 컨텐츠로 커머스(쇼핑, 경매, 금융 등), 커뮤니티(메일, 채팅, 클럽 등), 방송, 뉴스, 엔터테인먼트, 게임 등 다양한 내용이 포함된다. 상징내용 이미 사이트의 형태를 통일하고 색상을 통일화시켜야 한다는 것은 거의 기본적인 사항이라 할 수 있다. 
E * TRADE의 경우에는 청보라색과 연두색을 야후는 보라색과 노랑색 을 아이덴티티 색깔로 통일화시키고 있다. 
eBay나 다음(DAUM)처럼 보다 많은 색상을 아이덴티티 컬러로 사용하고 있는 브랜드도 있다. 
오프라인의 IBM는 "Big Blue"로 불려질 정도인 데, 인터넷사이트에서 이러한 "Big Blue"의 통일성은 계속 유지된다. 여기서는 브랜드 실무자들이 잘 모르고 있는 바이라인(byline)과 태그라인(tagline)에 대해서 점더 구체적으로 살펴보고자 한다. 

먼저, 브랜드명 아래나 위에 간결하게 적는 것을 바이라인이라고 한다. 브랜드명이 구체적으로 무엇을 뜻하는 지 바로 연상이 되지 않아 쉽게 이해해주거나 지향하고 있는 사업영역을 보충적으로 설명하고자 하는 경우에 유용하게 사용될 수 있다. 이와 함께 
우리에게는 징글(jingle)이나 슬로건(slogan)으로도 알려져 있는 태그라인(byline)은 바이라인과 달리 문장으로 표현되어 보다 구체적이고 차별적으로 브랜드를 인식시키게 된다. 태그라인은 단순히 말을 보기좋게 만드는 것은 아니다. 


우리가 반드시 알아야 하는 것은 태그라인은 기능적 편익(functional benefits)과 감성적 편익(emotional benefits)을 동시에 전달해주도록 만들어져야 한다는 것이다. 닷컴기업 중에는 아마존은 "세상에서 가장 위대한 선택", 다음은 "다음에서 만나자"라는 슬로건을, 야후는 짧은 운율이 있는 후렴구 요들인 "야후~~"라는 징글을 태그라인으로 사용하고 있다. 
미묘하게 기능적 편익과 정서적 편익을 잘 불러 일으키고 있다고 할 수 있다. 브랜드아이덴티티가 브랜드이미지로 전이되기 위해서 커뮤니케이션 단계에서 효과적인 방법을 사용하는 것은 바이라인이나 태그라인 같은 작은 부분에서부터 고려해볼 만하다. 조직연상 고객에게 재미있고 독특한 컨텐츠를 제공해주더라도 고객이 기업의 조직을 신뢰하지 못하면 많은 노력들이 공염불(空念佛)에 그칠 수 있다. 

네티앙이 초기의 어려움을 단기간에 극복하고 안정될 수 있었던 기반은 좋은 커뮤니티를 구축하여 고객의 만족을 꾀하기도 했지만 "네티켓" 운동을 주도적으로 펼치는 등 사회적으로 공감도를 형성하는 노력이 있었기 때문이다. 이렇게 사회적으로 의미있는 일을 하는 기업이라는 점을 지속적으로 부각하는 것이 브랜드파워를 높이는 데 매우 중요하다. 브랜드개성 사람의 성격처럼 브랜드가 가지는 성격을 말한다. 고객과 브랜드간에 얼마나 자신의 개성이 일치하는지는 중요하다. 웹사이트를 방문하면서 나의 개성과 동일시하거나 강력한 브랜드개성을 연상할 수 있으면 웹아이덴티티는 더욱 강력하게 구축될 수 있다. 

문화 · 가치내용 고객 전체에게 줄 수 있는 가치 중에서 문화적인 코드(code)를 찾아보는 것이다. 아이러브스쿨이 동문 등으로 모이기를 좋아하는 한국 사람들의 특징을 간파했기 때문에 짧은 시간에 사람들에게 깊이 인지되었다고 볼 수도 있다. 엽기라는 주제가 다양하게 쓰이는 것도 사람들 마음 속에 은연중에 내재되어 있는 하나의 문화 코드이기 때문이다. 특히, 인터넷에서 이러한 내재적인 문화 코드를 찾아내어 집중적으로 부각시키는 것은 강력한 브랜드아이덴티티를 구축하는 데 효과적인 방법이 될 수 있다. "한국을 대표하는" "개성표출의 장소" "중고품을 나누고자 하는" 등의 내용도 일부 닷컴기업 이 선점하여 활용하고 있는 문화 · 가치내용이기도 하다. 

사용자일치 강력한 브랜드아이덴티티는 결국 사용하는 사람이 누구인지에 따라 결정된다고 할 수 있다. 그래서 
사용하는 고객의 이미지를 반영(reflection)해보는 것은 우리가 간과하기 쉽기 때문에 주의가 필요하다. 사실 사용자를 제한적으로 규정하기는 어려운 것이 사실이다. 하지만 고객이 브랜드에 기대하는 이미지와 자신의 이미지가 일치한다면 강력한 브랜드로서성공가능성이 크기 때문에 브랜드와 사용자의 일치는 처음부터 고려해야 할 점이다. 사용자 이미지는 현재의 사용자가 될 수도 있지만, 미래의 사용자를 구체적으로 그려보는 노력을 끓임없이 할 필요가 있다. 이러한 이미지를 브랜드아이덴티티에 녹여내고, 사이트 디자인, 컨셉, 구체적인 표현물에 담을 때만이 고객의 뇌리 속에 강력한 브랜드이미지로 구축될 수 있다. 


사용자이미지는 다양한 형태의 모습이 될 수 있다. 하지만 사용자가 주는 이미지는 하나로 모아져야 한다. 이럴 때만이 강력한 브랜드를 구축할 수 있는 것이다. 자아일치 사용 고객의 내재적인(inward) 이미지를 그려보는 것이 그렇게 쉬운 일은 아니다. 우선 기업입장에서 고객이 내재적으로 가질 수 있는 이미지를 가정해보는 것이 중요하다. 라코스테(Lacoste)라는 브랜드는 실제 사용자들이 스포츠를 잘 하는 타입은 아니지만 내재적으로는 자신들이 스포츠클럽의 회원으로 보여지기를 원한다. 어떻게 보면 주위의 평가에 상당히 민감한 것이 요즘 고객들의 모습인 것만은 틀림없다. 인터넷환경에서도 마찬가지다. 실제 자신은 외부적으로 보일 때 소극적이고 내성적일 수 있지만 어떤 웹사이트에 들어와서 시간을 보내다 보면 적극적이고 활발한 성격으로 느낀다는 것도 브랜드아이덴티티와 웹아이덴티티를 구축하는 데 크게 중요한 요소가 된다. 

브랜드관계 고객과 브랜드사이의 관계를 규정하는 것을 말한다. 브랜드관계는 다양한 형태로 나타날 수 있는 데 이것을 구체적으로 형상화하는 노력을 다각적으로 기울여야 하겠다. 나이키는 보조자(endorsers)라는 고객과 브랜드사이의 관계가 강력하게 구축되어 있다. 그래서 나이키는 최정상급의 운동선수, 즉 마이클 조던, 안드레 아가시, 타이거 우주, 박찬호 등을 광고에 등장시켜 "최고선수와 함께 할 수 있는 기회를 제공하는" 보조자로 인식되고 있다. 야후나 라이코스 등은 "재미를 주는" 친구로 브랜드관계가 구축되어 있다. 

찰스스왑이나 E*TRADE처럼 전문적인 내용으로 조언을 주는 조언자가 있고, 아마존처럼 자신이 원하는 책을 쉽게 찾도록 도와주는 안내자로서의 브랜드관계를 구축할 수도 있다. 인터넷 환경에서는 고객이 사이트나 브랜드에 "얼마나 몰입(commitment)하느냐?"가 중요한 관건이 된다. 따라서 고객이 브랜드에 대해서 끈끈한 관계를 느끼고 자부심을 느끼게 해주는 것이 다른 무엇보다 최근 중요하게 인식되고 있다. 

◆ 웹아이덴티티의 구축 방향 
웹아이덴티티는 단순히 창조적 디자인의 표현만으로 구성되지는 않는다. 
디자인적 상징요소가 궁극적으로 변하지 않는 브랜드 가치를 제공하기 위해 이용될 때 강력한 웹아이덴티티는 구축된다. 
웹아이덴티티를 구축하기 위해서는 우선 브랜드아이덴티티의 테마(theme)을 설정하고 이에 맞추어 1차적 구성요소인 스타일과 2차적 구성요소인 브랜드요소(elements)를 조합해 나가야 한다. 
테마와 스타일, 브랜드요소의 일관성은 무엇보다 중요하게 고려되어야 한다. 스타일과 브랜드요소가 유기적으로 결합되어 최종적으로 하나의 가치를 제공하는 일이 웹아이덴티티 구축의 바른 길이라고 할 수 있다. 

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