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1、英扬传奇 CC&E,1,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 consumersits 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 brands dominant pe
2、rsonality traitsgenerally those that correspond to its principal meanings. 品牌“个性”那些与品牌意义相对应的特征。,英扬传奇 CC&E,2,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 buil
3、t 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”则是因跨越多项产品或品类而被建立。,英扬传奇 CC&E,3,Why The Need For A Brand Footprint? 为什么需要品牌印记？,This expansion puts re
4、newed 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。,英扬传奇 CC&E,4,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 competiti
5、ve 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。,英扬传奇 CC&E,5,What Are Three Dimensions? 什么是品牌印记的三个层次,The Brand Footprint reflects the truth that most brandsespecially powerful onesare multidimensional. They contain meanings and associations that are built over time. 品牌印记所反映的一项事实是：大部分的品牌特别是大品牌都是多层次
6、的。它们包含了长期建立的意义和联想。,英扬传奇 CC&E,6,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。,英扬传奇 CC&E,7,How Much of A
7、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
8、 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。,英扬传奇 CC&E,8,How Much of A Future Vision? 品牌印记的远景如何？,For some brands,however,there may be a need to add meaning or adjust existing meanings to allow for expansion or simply to m
9、ake the brand more dynamic. 对某些品牌来说，也许必须增加意义或调整原有的意义，以利于扩张或只是让该品牌变得更具时代性。,英扬传奇 CC&E,9,How Much of A Future Vision? 品牌印记的远景如何？,Ultimately,the final balance between existing vs.desired meanings is a strategic decisionbuilt on the brands consumer truth and adjusted, where needed,to provide the vision a
10、nd inspiration for future growth. 最重要的是，平衡这个品牌现存的意义及理想的意义，就是一项策略性的决定。即建立在该品牌消费者的真实面上，并加上必要时的调整，以便为该品牌未来成长之要求提供一个远景与灵感。,英扬传奇 CC&E,10,Example,For example, key credit card category drivers are: the source of aspiration, the world of usage, and the functional role of the card. Amex and visa Footprints s
11、how how the brands are distinguished on these dimensions:,英扬传奇 CC&E,11,Example,American Express Brand Footprint American Express means Membership The Business Life The Charge Card American Express is Professional Worldly Responsible,英扬传奇 CC&E,12,Example,Visa Brand Footprint Visa means Everywhere The
12、 High Life The Credit Card Visa is Sociable Stylish On-The-Go,13,The selling strategy 销售策略,英扬传奇 CC&E,14,What Is The Role of The Selling Strategy? 销售策略扮演的角色如何？,The Selling Strategy is a discipline that is single-mindedly focused on generating brand-building ideas. Ideas that attract brand customers a
13、nd build brand franchises. Ideas that create brand (and marketplace ) dominance in consumers mind. 销售策略是一种建立品牌概念单一且专注的方法。所谓品牌概念是指能够吸引消费者，并且建立品牌忠诚度，让消费者产生深刻印象的意念。,英扬传奇 CC&E,15,What Is The Role of The Selling Strategy? 销售策略扮演的角色如何？,The Selling Strategy can be put to work at many different levels. At t
14、he highest level, it can be used to reveal the core brand idea that forms the heart of a brand image campaign. But it can also be used effectively to develop Selling Ideas for the products that create competitive advantage for brands. 销售策略可运用于不同层次。在最高层次，它可用来展现构成品牌形象活动核心的最重要品牌概念。同样地，它也可以有效地用来为不同的产品或服
15、务发展销售概念，并替品牌创造竞争的优势。,英扬传奇 CC&E,16,What Is The Role of The Selling Strategy? 销售策略扮演的角色如何？,Thus, while there should always be a single Brand Footprint to define the brand essence in any market or region, there can be any number of Selling Strategies. By working within the framework of brand values est
16、ablished in the Footprint, they both support and leverage the power of the brand. 虽然在任何市场或区域，都应该有一个单一的品牌足迹来定义品牌本质，但销售策略则不限定有几个。籍有在品牌足迹所建立的品牌价值架构内作业，品牌足迹与销售策略这两者，也同时支持并提升了品牌力量。,英扬传奇 CC&E,17,The Selling Strategy Model 销售策略的模式,The Selling Strategy Model is composed of five critical components： 销售策略模式是由五个重要的部份所组成： The Brand Position 品牌位置 The Brand Objective 品牌目标 The Specific Role Of The Advertising 广告担任的角色 The Selling Idea Platform 销售概念架构 The Selling Idea 销售概念,英扬传奇 CC
