Philips品牌定位和品牌架构.ppt

Brand positioning Architecture 品牌定位与品牌建设;Philips heritage : focus on the experience ……;One Philips vision 一个飞利浦;To be a world-class marketing organization , Philips must have a Brand Positioning as its centerpiece .成为世界级的市场营销型组织，飞利浦必须以品牌定位为核心。;Our Brand Positioning can be articulated through the following statement .以下陈述能够说明我们的品牌定位;The building blocks of the positioning consist of 3 essential pillars that should be together .三大支柱共同构建飞利浦品牌定位，缺一不可。;Firstly ,all Philips activities must be driven by insights into how consumers/customers seek to experience the benefits of technology .深入了解消费者/客户的需要，飞利浦的所有活动都必须让用户体会科技带来的好处。;Products and services must be convenient and easy to experience in order to remove the hassles often associated with technology .产品和服务必须方便简易，使人轻松享受科技带来的惬意而任何顾虑。;At the same time , product s must be continue to deliver the benefits associated with innovation .同时，产品必须与创新同步，不断带来更多好处。;These three pillars collectively give Philips a distinct position and act as filters to ensure all company activities support the Brand Positioning.三项品牌柱石共同塑造独特的地位，并像过滤网一样确保所有公司活动都支持品牌定位;Delivering the Brand Positioning via proof-points in all Philips product divisions.通过各飞利浦产品部门的产品证实并完成品牌定位。;Proof-points in Consumer Electronics 消费电子的证明产品;Proof-points in Consumer Electronics 消费电子的证明产品;Driving the Brand Positioning in CE 在消费电子内部推动品牌定位;Brand Positioning and Marketing concepts determine the top level benefits of all products 品牌定位和营销观念决定所有产品的最大益处;The Value Proposition House brings it all together价值组成屋将所有要素结合;Philips is competitive on all Brand Positioning pillars with a stronger position on Simplicity but does not stand out yet .飞利浦在三项品牌柱石上都有竞争力，精简方面更强，但还不十分突出;Brand architecture provides enormous flexibility to expand the business portfolio under the Philips brand 品牌建设为拓展事业领域提供巨大的适应性