- 1、本文档共153页,可阅读全部内容。
- 2、原创力文档(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
- 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
查看更多
27 48 49 50 51 53 54 56 57 59 61 23 24 25 26 Core Truths 6. Kleenex “knows you” (cont) “Kleenex is like a mirror that reflects me...” (Mexico) “Kleenex is a reflection of all the little things in life that are important to me.” (Australia) Core Truths 7. Kleenex never “takes over” Kleenex 从不“强取” “She provides soft comfort to the vulnerable around her. Her silent strength exudes character and confidence.” (Malaysia) “True strength can afford to be delicate.” (South Africa) “Like an honorable gentleman... whose noble cause it is to serve everyone else.” (Colombia) “Kleenex embraces me with the softest hand to reassure me.” (Korea) Core Truths 8. Kleenex says “everything’s going to be fine” Kleenex 说“一切都会好起来的” “For better, for worse, in illness and in health, Kleenex will be there for me.” (Costa Rica) “A cherished dose of hygiene and comfort that makes sure I get it all sorted.” (U.K.) “Each reach for a Kleenex is a moment of trust that things are well in hand.” (North America) “Kleenex gives you back your “clean” look; socially reborn.” (Brazil) “Whenever you need her, Kleenex will be there.” (Taiwan) Core Truths 1. Kleenex is a global “Trustmark”. 全球性的“信任标志” 2. Kleenex means “clean”. Kleenex 意味着“干净” 3. Kleenex has “always been there”. Kleenex “一直伴随着我” 4. Kleenex evokes the fondest memories. Kleenex “唤醒最深的记忆” 5. Kleenex means “home”. Kleenex 象征着“家” 6. Kleenex “knows you”. Kleenex “了解你” 7. Kleenex never “takes over”. Kleenex 从不“强取” 8. Kleenex says “everything’s going to be fine”. Kleenex 说,“一切都会好起来的” Bottom-up works Our teams around the world are good at this! There are truly Global Brands - Kleenex is one It takes special skills to lead this process globally Our brand print composers are a precious commodity What we have learned DOVE多芬 BrandStewardship Dove A successful U.S. Brand for 40 years 一个40年的成功美国品牌 A global Mega-brand in just 3 years 仅用3年成为全球大品牌 76 countries in 4 years 4年内进入76个国家 No. 1 in North America and Europe 北美和欧洲的第一品牌 Dominant
您可能关注的文档
- 《奥美的品牌观》.ppt
- 奥美平面广告执行与技巧.doc
- 奥美 (上海大众PASSAT B5 品牌构建).ppt
- 奥美:奥美内部资料倾情分享.ppt
- 奥美:媒介入门.ppt
- 奥美:企划工具箱.ppt
- 奥美(整合营销传播系统).ppt
- 360度品牌管理的力量.ppt
- CRM-奥美的观点资料.ppt
- 奥美-北京奥美创意培训资料 (2).ppt
- 《美容养生机构创业项目组织建设》4100字.docx
- 《梅州佳音餐饮公司成本控制现状及问题调研分析报告》9600字.doc
- 《灵芝孢子粉中黄曲霉毒素的检测》3500字.docx
- 《内部审计工作质量提升路径研究—以樱花卫厨公司为例7500字》.doc
- 《企业盈利能力存在的问题及完善对策研究—以康美药业为例》9100字.doc
- 《我国稀土矿产资源的开发与保护》11000字.doc
- 《樱花电器存货管理存在的问题研究》8200字.doc
- 《安井食品货币资金风险控制探究》13000字.doc
- 《M国际货运公司的营销战略分析》5500字.docx
- 《青岛胶州市初中生体育课外作业开展情况的问卷调研分析报告》7000字.docx
文档评论(0)