企業品牌的意義與個性研討會(ppt 108頁)

企業品牌的意義與個性研討會目錄：
一、The selling strategy銷售策略
二、Becombion
三、Seven Seas Multivitamin Syrup
四、Seven Seas七海品牌印記(Brand Footprint)
五、Dr Freeman Cough & Cold Syrup for Children
六、Dr.Freeman品牌印記(Brand Footprint)
七、Dr.Freeman銷售策略(Selling Strategy)
八、Below-the-line and Other Marketing Tactics

企業品牌的意義與個性研討會內容提要：
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 Are Three Dimensions?什麼是品牌印記的三個層次
The Brand Footprint reflects the truth that most brands—especially powerful ones—are multidimensional. They contain meanings and associations that are built over time.
品牌印記所反映的一項事實是：大部分的品牌—特別是大品牌——都是多層次的。它們包含了長期建立的意義和聯想。
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How Much of A Future Vision?品牌印記的遠景如何？
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 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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