广告策略管理( 41)中英文教程教案.pptVIP

中国最大的资料库下载 定位POSITIONING* 指出不同点。单一承诺能从竞争对手中区分我们的品牌。 Point of Difference The unique benefit that separates our brand from competition . 原因，为什么。 Reason(s) Why . 产品品质提供了什么最令人信服的理由能令消费者相信它是与众不同的。 The product attributes that provide the most convincing reason(s) to believe the point of difference. 可用的工具TERMS USED IN “BAR” DECK 品牌调性BRAND ESSENCE* 品牌个性是定义一个品牌与其他竞争对手树立的不同的内容，品牌调性则是定义一个品牌与消费者的关系---品牌带给你生活甚至感情上及无形的感觉。 While BRAND POSITIONING defines a brand relative to other brands in its competitive set, BRAND ESSENCE defines a brand relative to its consumers -- bringing to life even the more emotional and intangible aspects of the brand. 可用的工具TERMS USED IN “BAR” DECK 品牌调性BRAND ESSENCE* 品牌调性陈述应描述消费者与品牌之间的关系。它不是流水账式陈述品牌的所有支持点。宁愿更简单及深度地陈述对消费者来说它是一个什么品牌。 A brand essence statement describes the point of connection between a consumer and a brand. It’s not a laundry list of everything the brand stands for. Rather, it’s a simple yet profound statement of what the brand is to consumers. 可用的工具TERMS USED IN “BAR” DECK 品牌特征BRAND CHARACTER 把品牌想象成一个人。这个是什么人？是否有重要的特征可从人群（其他品牌）中区分他或她的本质？ Thinks of the brand as a person. What’s at the heart and core of this human being? Is there some quality deep within this person that distinguishes him or her from other human beings (other brands) in an important way? 可用的工具TERMS USED IN “BAR” DECK 品牌特征BRAND CHARACTER 品牌特征陈述必须将其性质清晰地与竞争对手区分开来。 The brand character statement should make it clear what human qualities make the brand stand apart from competitors in a meaningful way. 可用的工具TERMS USED IN “BAR” DECK 产品附加值PRODUCT PLUS 在广告中可使用“产品附加值”去使品牌在市场中更具竞争力。 （如支持“最好”“更快”的主张）具有“产品附加值”，品牌必须确认 （1）在盲测基础上（如消费者测试时不知道品牌的名称及） （2）在“上市”的基础上。 A “Product Plus” gives the brand a competitive advantage in the marketplace that can be used in advertising (e.g., support claims of “best”, “the most”, “faster”). To have a “product Plus,” the brand must be perceived as superior to leading competitors in two ways: (1) on a blind label basis (I.e., when consumers do