模板之品牌的“意义”和“个性”是什么.pptxVIP

What Is The Brand “Means〞 And “Is〞?品牌的“意义〞和“个性〞是什么What the brand “means〞 is what a brand gets credit for in the eyes of consumers—its reputation across a number of key dimensions. 品牌的“意义〞是指一个品牌在消费者心目中产生的印象——即该品牌在几个层面上的声誉。What the brand “is〞 is how we would describe the brand’s dominant personality traits—generally those that correspond to its principal meanings. 品牌“个性〞那些与品牌意义相对应的特征。1 Why The Need For A Brand Footprint?为什么需要品牌印记？More and more marketers are looking for new growth by leveraging the power of their brand names into new territories.Global Brands are being built through expansion into new geographies. “Megabrands〞 or “Hyperbraands〞 are being established across multiple product or service categories. 愈来愈多的行销人运用品牌的力量进入新的领域，以创造新的成长。全球品牌因为领域的扩张而建立起来；“大品牌〞或“超级品牌〞那么是因跨越多项产品或品类而被建立。 2 Why The Need For A Brand Footprint?为什么需要品牌印记？ This expansion puts renewed focus on the need to protect brand equity. 这种扩张及延伸，让我们必须重新重视并保护品牌的资产。3 Why The Need For A Brand Footprint?为什么需要品牌印记？ As brands are expanded, there are pressures of dilution that stem from: 随着品牌的扩张，使品牌有被稀释的危机，这些危机的因素如下：The need to reexpress the brand in the context of new competitive sets and new cultures. 必须就新的竞争条件和新文化的观点来重新表现品牌。 4 What Are Three Dimensions? 什么是品牌印记的三个层次5 How Much of A Future Vision?品牌印记的远景如何？The brand Footprint is more than a consumer-based tool.It needs to incorporate the thinking of the “brand owners〞 regarding the future course of a brand. 品牌印记不只是一个消费者对品牌的看法，它更须考虑到把这个品牌的“品牌拥有者〞对该品牌未来的看法。6 How Much of A Future Vision?品牌印记的远景如何？For established,dominant brands, the Footprint will inevitably be built around existing positive associations of heavy users of the brand. Here the primary role of the Footprint is to express these meanings so everyone is in sync with what to protect and what to leverage as the brand is expanded. 对已建立起来的领导品牌而言，印记当然是建筑在目前重级使用者对此品牌的看法。这种情形下，印记的主要角色是把这些意义表达出来，让每个人同时都知道当这个品牌扩张或延伸时，要保护什么，以及利用什么品牌价值。7 How Much