今日欧美行销最热门的话题品牌资产.ppt

26 27 91 1996 was a big year for Dove - in fact it has meant - a new chapter for Dove. 92 93 94 95 95 96 23 24 25 BMW - BrandPrint 宝马 - 品牌写真 宝马是超级驾驶机器。充满男子汉气概，没有丝毫的笨重和古板，驾驶宝马赋予驾驶者以控制感和力量感 宝马的内涵是秩序与和谐。它是精密准确的汽车。它光亮的车身下，蕴藏着无限动力，一触即发。 能够拥有宝马是对车主的成功地位的肯定，因为并非人人可以享受这份荣耀。这一点从来不会公开宣扬。但宝马车主都知道这一点。 宝马是驾驶的奖赏 驾驶一辆工程设计的杰作 JAGUAR 美洲豹 Jaguar 美洲豹 A brand that had lost hope and rational advantage. 一个曾经失去希望和理性优势的品牌 The Brand Audit revealed that it was trying to be what it was not. 品牌检测揭示，它曾力图成为一种其他什么内涵的东西 And that its “quirkiness”was an asset. 它的“古怪”（外观）曾是一种资产 Jaguar - BrandPrint 美洲豹 - 品牌写真 The difference between Jaguar and other cars runs deeper than sheet metal and engineering: It’s about soul, passion and originality. A Jaguar is a copy of nothing … just like its owners. 美洲豹与其他汽车的区别绝非材料和设计而是灵魂、激情、原创力。美洲豹不是任何汽车的翻版，正如她的拥有者一样。 Jaguar - Results 美洲豹 - 结局 5.4% 8.3% 10.4% 12.5% CNN What is the Product CNN…产品 CNN is a cable communications network with affiliates in more than 125 countries 横跨125个国家的有线电视网 News, current events and information are broadcast live, 24 hours a day 全天24小时现场报道新闻，事件，信息 Programs include CNN Headline News, CNN World News, Moneyline, Style, Larry King Live and Crossfire 节目线包括CNN标题新闻，CNN世界新闻，金钱线，风格，Larry King Live，交锋 CNN ...the world’s news leader 世界新闻领袖 Brand Audit History as it happens 正在发生的历史 A “pulse” 一个“间歇” connecting to world… 让你和世界连接 a link with home 和家的一种联系 Built for people like me who must be aware, take part, be stimulated 专为和我一样的人们：需要了解，参与，被激发 As a viewer, I’m in classy company 作为一个观众，我是有格调的 OM What is the Brand? 品牌是什么？ CNN powers the imagination, provokes passion... makes possible a kind of universality CNN激发你的想象，唤醒你的激情 … 让你可能成为世界人 CNN is our planetary theater, Staging... as it happens... the DRAMA of our lives CNN是我们这个星球的剧场，上演正在发生的事 … 我们人生的戏剧 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