珠寶行業企業品牌的意義與個性講義(ppt 108頁)

珠寶行業企業品牌的意義與個性講義目錄：
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

珠寶行業企業品牌的意義與個性講義內容提要：
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。
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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 can be put to work at many different levels. At the 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.
銷售策略可運用於不同層次。在最高層次，它可用來展現構成品牌形象活動核心的最重要品牌概念。同樣地，它也可以有效地用來為不同的產品或服務發展銷售概念，並替品牌創造競爭的優勢。
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What Is A Selling Idea?什麼是銷售概念
A Selling Idea is a strategic concept that focuses everything we have learned about what the brand needs to mean to consumers into a single highly focused strategic idea that expresses exactly what we wish the advertising to say to consumers.
銷售概念是一個策略性的概念。它將我們所知道的一切有關品牌在消費者心中所須達成的意義與印象，集中成一高專注的策略性概念與想法，進而表達我們希望廣告到底要對消費者說什麼。

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