飲食行業企業品牌的意義和個性講義(ppt 108頁)

飲食行業企業品牌的意義和個性講義目錄：
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

飲食行業企業品牌的意義和個性講義內容提要：
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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What Is The Role of The Selling Strategy?銷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 and build brand franchises. Ideas that create brand (and marketplace ) dominance in consumer’s mind.
銷售策略是一種建立品牌概念單一且專注的方法。所謂品牌概念是指能夠吸引消費者，並且建立品牌忠誠度，讓消費者產生深刻印象的意念。
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The Specific Role Of The Advertising廣告擔任的角色
The role of the advertising may vary greatly in scope. It may entail a fundamental restaging of the brand, the accentuation of an under-leveraged element in the Brand Footprint, the introduction of a brand or line extension, or a specific tactical response to local competitive actions.
廣告的角色可能有相當大範圍的差異。它可能承擔重新定義一個品牌的任務、強調品牌足跡中尚待提升的一個元素、引進或延伸一個品牌。或可能戰術性地回應競爭品牌的活動。

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