案例品牌手册brand bookolivoila.pptx

品牌手册

THEBRANDBOOK

品牌融入生活Bringingthebrandtolife

TargetAudience目标受众

提倡自然、健康、享受生活的现代主妇

Modernhousewifewhoadvocatesnatural,healthypleasurablelifestyle

她是现代富裕的妈妈(一级城市，月入一万五以上)

Sheisamodernaffluentmom(Tier1city,15,000RMB/month)

25-45岁的高教育水平女性

Aged25-45withhighlevelofeducation

注重与家人朋友欢聚的温馨开心时刻，同时享受放松及宠爱自己的私人时间

Cherisheswarm,happytimeswithherfamilyandfriendsBUTalsoenjoystimebyherselftorelaxandpamperherself

于闹市过着繁忙的生活，并向往远离繁嚣，放松于自然美景的假期。(如：地中海)Livesbusylifestyleinthecityanddreamsofescapingtoamorerelaxingplaceofnaturalbeautyforholiday(liketheMediterranean)

生活富裕，过着城市精英的生活，享用着高端产品Theelitelifestyleandstatusofbeingaffluentandenjoyingpremium,high-endproducts希望让人知道她有品味、生活风格和高生活质素。

Wantstoshowothersshehasgoodtaste,style,statusofhighqualitylife

享受优质商品带来的欢乐,而不用付出高昂的价钱

Takespleasureinenjoyingthegoodthingsinlifeanddoesn’tpayingexpensiveprices

注重保养，会以运动及美容方式保持年轻貌美

Lookingafterheryouthandbeautywithexercise,beautytreatments

以自然而营养丰富的食材及健康的烹调方法，确保家人的健康

Seekshealthylifestyleforherfamilythroughnutritious,naturalfoodsandhealthycooking

因优越的营养价值及能够展现自己生活丰足而购买橄榄油

Buysoliveoilforcookingduetosuperiorhealthbenefitsandstatusofbeingtoaffordmore

expensiveproducts

BrandArchitecture品牌架构

BrandIdea:TheEssence品牌概念:它的精髓来自地中海的顶级生活智慧ThewisdomofMediterraneanwaytoenjoylife

BrandProposition:Benefittotheconsumer品牌主张:向消费者传达的核心概念身与心的无上宠爱，为您带来健康和身份的尊宠Loveyourbodyandsoul,bringyouhealthandidentity.

BrandPersonality品牌个性

Classic经典的对历史及文化的尊重Respectforculture,history?纯正、真诚的Genuine,honest自然而不造作的?Natural,notartificial富有地道气息的

Authentic?

Exquisite精致的一丝不苟的Attentiontodetail?纯朴而优雅Pureandelegant简单精美Beautyofsimplicity??

RichwithWisdom醇厚的充满内涵?knowledgeable成熟而具智慧Matureandwise满载心思Alotofcareandeffort

Passionate热情的尽情释放情感Releaseyouremotions?对人们的热切关怀Caringandsincere?尽情享受生活乐趣Enjoythepleasuresoflife热情地爱-火热情怀Lovewith