日化行業企業品牌的意義和個性分析(ppt 108頁)

日化行業企業品牌的意義和個性分析目錄：
一、The selling strategy銷售策略
二、Becombion
三、Becombion品牌印記(Brand Footprint)
四、Becombion銷售策略(Selling Strategy)
五、Seven Seas Multivitamin Syrup
六、品牌印記(Brand Footprint)
七、Dr Freeman Cough & Cold Syrup for Children

品牌的“意義”和“個性”內容提要：
What Is The Brand “Means” And “Is”?品牌的“意義”和“個性”是什麼
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“意義”是指一個品牌在消費者心目中產生的印象——即該品牌在幾個層麵上的聲譽。
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“個性”那些與品牌意義相對應的特征。
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Why The Need For A Brand Footprint?為什麼需要品牌印記？
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.
愈來愈多的行銷人運用品牌的力量進入新的領域，以創造新的成長。精品資料因為領域的擴張而建立起來；“大品牌”或“超級品牌”則是因跨越多項產品或品類而被建立。
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How Much of A Future Vision?品牌印記的遠景如何？
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.
品牌印記不隻是一個消費者對品牌的看法，它更須考慮到把這個品牌的“品牌擁有者”對該品牌未來的看法。
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.
對已建立起來的領導品牌而言，印記當然是建築在目前重級使用者對此品牌的看法。這種情形下，印記的主要角色是把這些意義表達出來，讓每個人同時都知道當這個品牌擴張或延伸時，要保護什麼，以及利用什麼品牌價值。

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