伊莱克斯主要的品牌框架思考.ppt

Electrolux Master Brand Framework伊莱克斯主要的品牌框架 “What is Electrolux?” “什么是伊莱克斯?” “What makes Electrolux Electrolux?” “什么使伊莱克斯伊莱克斯化?” Brand definitions品牌定义 Verbal 言辞上 Brand Pyramid 品牌金字塔 Brand Dictionary 品牌释义 Brand Promise 品牌承诺 Brand Essence 品牌实质 Visual 形象、视觉上 Brand Attitude 品牌观念 Visual Language 形象的语言 Brand Design Policy 品牌设计原则 整合营销传播 厨卫电器加盟 / 上海房产律师 Brand Pyramid – common and tailored componets 品牌金字塔 – 共性与特色（全球化与本土化）要素的结合 Brand Character - same for allsectors/geographies 品牌特征 - 各地域相同 Brand Claim tailored bysector/geography 品牌宣传 各地各自设计 Brand Support tailored bysector/geography 品牌支持 各地各自制作 feature 特色 Function 功能 Reward 回馈 values价值 personality个性 Electrolux Brand Pyramid伊莱克斯品牌金字塔 Knowledgeable Modern 知识性 现代化 Harmony Welcomes change 协调 受欢迎的变化 Helps me enjoy my life Pride/self-esteem 帮助我们自信地享受生活 Makes home life easier Intelligent solutions for better living 使生活更简捷、智能化 Features 特色 Brand Character 品牌特征 Brand Claim 品牌宣传 Brand Support 品牌支持 整合营销传播 厨卫电器加盟 / 上海房产律师 Electrolux Brand Dictionary伊莱克斯品牌解释 知识领先; 善于创造 某种风格; 动态; 预见性思想; 创新的物质 Balance; Feeling of control Individuality; Open-minded 平衡; 自控 个性; 创新 Freedom; Enjoyment; Creativity Feel proud; Feel good about myself 自由; 享受; 创造 自信; 舒畅 Helps me achieve the results I desire; Ease; Safe performanceUnderstands me; Intelligent design 帮助我得到期望的结果; 安逸; 安全;人性化; 智能化 Features 特色 Brand Character 品牌特征 Brand Claim 品牌宣传 Brand Support 品牌支持 Electrolux master brand promise伊莱克斯主要的品牌承诺 For people who welcome change and seek harmony, modern knowledgeable Electrolux offers intelligent solutions that make people’s personal and professional lives easier and more enjoyable. 对于接受变化和寻找和谐、现代化知识的人们，伊莱克斯提供他们智能化的方式来使他们个人的和专业的生活更便捷和愉快 Electrolux Brand Essence伊莱克斯品牌实质 The core of the Brand Promise, Brand Essence is the innermost vital center of the Brand Pyramid. 品牌承诺和品牌实质的核心是品牌金字塔最深处最至关重要的部份。 The Brand Essence is the essential relevant and differentiating idea that will create and reinforce Brand Loyalty.品牌实质是指必不可