品牌个性与意义.ppt

CC—E What Is The Brand “Means” And “Is”?品牌的“意义”和“个性”是什么 What the brand “means” is what a brand gets credit for in the eyes of consumers—its reputation across a number of key dimensions. 品牌的“意义”是指一个品牌在消费者心目中产生的印象——即该品牌在几个层面上的声誉。 What the brand “is” is how we would describe the brand’s dominant personality traits—generally those that correspond to its principal meanings. 品牌“个性”那些与品牌意义相对应的特征。 Why The Need For A Brand Footprint?为什么需要品牌印记？ More and more marketers are looking for new growth by leveraging the power of their brand names into new territories.Global Brands are being built through expansion into new geographies. “Megabrands” or “Hyperbraands” are being established across multiple product or service categories. 愈来愈多的行销人运用品牌的力量进入新的领域，以创造新的成长。全球品牌因为领域的扩张而建立起来；“大品牌”或“超级品牌”则是因跨越多项产品或品类而被建立。 Why The Need For A Brand Footprint?为什么需要品牌印记？ This expansion puts renewed focus on the need to protect brand equity. 这种扩张及延伸，让我们必须重新重视并保护品牌的资产。 Why The Need For A Brand Footprint?为什么需要品牌印记？ As brands are expanded, there are pressures of dilution that stem from: 随着品牌的扩张，使品牌有被稀释的危机，这些危机的因素如下： The need to reexpress the brand in the context of new competitive sets and new cultures. 必须就新的竞争条件和新文化的观点来重新表现品牌。 What Are Three Dimensions? 什么是品牌印记的三个层次 The Brand Footprint reflects the truth that most brands—especially powerful ones—are multidimensional. They contain meanings and associations that are built over time. 品牌印记所反映的一项事实是：大部分的品牌—特别是大品牌——都是多层次的。它们包含了长期建立的意义和联想。 How Much of A Future Vision?品牌印记的远景如何？ The brand Footprint is more than a consumer-based tool.It needs to incorporate the thinking of the “brand owners” regarding the future course of a brand. 品牌印记不只是一个消费者对品牌的看法，它更须考虑到把这个品牌的“品牌拥有者”对该品牌未来的看法。 How Much of A Future Vision?品牌印记的远景如何？ For established,dominant brands, the Footprint will inevitably be built around existing positive associations of heavy users of the brand. Here the primary role of