xx通新信集团品牌架构规范(ppt 33页).pptVIP

XX通信集團品牌架構規範 目標 為XX通信集團旗下公司規劃清晰的品牌與識別架構。 並為未來集團發展新公司時，品牌與識別的運用有一策略性的規範可循。 品牌是什麼？ 品牌不只是一個標誌或商標 品牌不只是形象的標籤 品牌是顧客對產品的體驗的感受 品牌必須外表與行為一致 品牌是什麼 ? 品牌架構的功能 定義 Brand Architecture structures and communicates the relationships between the organisation as a whole, its divisions, business units, joint ventures and alliances and its products, services and brand-building activities in order to maximise brand value. . . . . .how an organisation distributes its brand(s) across its business activities 定義 Brand architecture is an articulation of the way an organization intends to deliver propositions to var