三维品牌策划之_市场情况.docVIP

n3D Planning——Market Context Brand品牌 3D品牌策划—— 市场情况 Date 日期 1、Business Challenge 业务挑战 What is the primary business challenge? 最主要的业务挑战是什么？ 2、Marketing Objective 市场目标 What is the client’s marketing objective and strategy? 客户的营销目标和营销策略是什么？ 3、Market Structure 市场结构 How is the market structured? How does brand fit in? 市场的结构是怎样的？我们的品牌所属的领域或品类？ 4、Market Trends 市场趋势 What are the relevant market/consumer trends affecting the business? 影响业务的相关的市场趋势和消费者趋势是什么？ 5、Category Conventions 行规 What are the signals/cues/practices operating in the category from a marketing and communications standpoint and how can the brand stand out? 从营销和传播的角度，本行业的标志符号、提示、惯例是什么？我们的品牌如何凸现自身？ 6、Role for Advertising 广告的作用 In this environment, what is the most important thing advertising can do to build the brand and achieve the marketing objective? 在这样的环境中，为了建立品牌并实施营销目标，广告能够做到的最重要的事情是什么？ 3D Planning——Target Insight Brand 品牌 3D品牌策划——目标群洞察 Date 日期 1、Target 目标对象 Who is the target audience and why were they selected? 我们的目标群是谁？为什么选择他们作为目标对象？ 2、Category Drivers 行业驱动力 From the target’s perspective, what drives category usage and brand choice? 从目标群的角度，是什么在推动本类产品的使用和品牌决策？ 3、Brand Perceptions 品牌认知 How does the target currently think, fell and act concerning the brand? 目标群现在对品牌的看法、感觉和行为是什么？ 4、Desired Outcome 希望达到的效果 How do we want them to think, fell and act concerning the brand? 我们希望目标群对品牌的看法、感觉和行为是什么？ 5、Key Insight 关键洞察 From all that is known about the target and his/her relationship with the brand, what is the key consumer insight that will drive the advertising idea? 在我们所了解的目标群与品牌现有及潜在联结关系中，能激发广告意念的关键洞察是什么？ 3D Planning——Brand Meaning Brand 品牌 3D品牌策划——品牌意义 Date 日期 1、Heritage 品牌传统 What is the brand’s history? What made it famous? 品牌的历史是怎样的？它是通过什么出名的？ 2、Identifiers 品牌识别 What are the tangible characteristics associated with the brand? 能联想到品牌的最主要的识别标志（视觉的、听觉的、物理的）是什么？ 3、Personality 品牌个性 What are t