伊莱克斯主要的品牌框架.pptxVIP

Electrolux Master Brand Framework伊莱克斯主要的品牌框架“What is Electrolux?”“什么是伊莱克斯?” “What makes Electrolux Electrolux?”“什么使伊莱克斯伊莱克斯化?”Brand definitions品牌定义Verbal言辞上Brand Pyramid品牌金字塔Brand Dictionary 品牌释义Brand Promise品牌承诺Brand Essence品牌实质Visual形象、视觉上Brand Attitude品牌观念Visual Language形象的语言Brand Design Policy 品牌设计原则Brand Pyramid – common and tailored componets 品牌金字塔 – 共性与特色（全球化与本土化）要素的结合personality个性Brand Character- same for allsectors/geographies品牌特征- 各地域相同values价值Reward 回馈Brand Claimtailored bysector/geography品牌宣传各地各自设计Function 功能Brand Supporttailored bysector/geography品牌支持各地各自制作feature 特色KnowledgeableModern知识性现代化Brand Character品牌特征HarmonyWelcomes change协调受欢迎的变化Helps me enjoy my lifePride/self-esteem帮助我们自信地享受生活Brand Claim品牌宣传Makes home life easierIntelligent solutions for better living使生活更简捷、智能化Features特色Brand Support品牌支持Electrolux Brand Pyramid伊莱克斯品牌金字塔知识领先; 善于创造某种风格; 动态; 预见性思想; 创新的物质Brand Character品牌特征Balance; Feeling of controlIndividuality; Open-minded平衡; 自控个性; 创新Freedom; Enjoyment; CreativityFeel proud; Feel good about myself自由; 享受; 创造自信; 舒畅Brand Claim品牌宣传Helps me achieve the results I desire; Ease; Safe performanceUnderstands me; Intelligent design帮助我得到期望的结果; 安逸; 安全;人性化; 智能化Features特色Brand Support品牌支持Electrolux Brand Dictionary伊莱克斯品牌解释Electrolux master brand promise伊莱克斯主要的品牌承诺For people who welcome change and seek harmony, modern knowledgeable Electrolux offers intelligent solutions that make people’s personal and professional lives easier and more enjoyable.对于接受变化和寻找和谐、现代化知识的人们，伊莱克斯提供他们智能化的方式来使他们个人的和专业的生活更便捷和愉快Electrolux Brand Essence伊莱克斯品牌实质The core of the Brand Promise, Brand Essence is the innermost vital center of the Brand Pyramid. 品牌承诺和品牌实质的核心是品牌金字塔最深处最至关重要的部份。The Brand Essence is the essential relevant and differentiating idea that will create and reinforce Brand Loyalty.品牌实质是指必不可少的能创造及增强品牌忠诚度的一些相关联以及有差异的想法“Innovative trusted solutions for easier and more enjoyable life”“创新可信的设计，更便捷舒适的生活”Master Brand Attitude主要品牌观念Non-verbal elements that guide非言辞因素指导creative