philips品牌定位与外品牌架构.ppt

Brand positioning Architecture 品牌定位与品牌建设 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 * Piet Coelewij , Senior Vice President General Manger Philips Consumer Electronics (China) 飞利浦消费电子（中国） 高级副总裁及总经理 郭立为 Date : March 30th 2005 2005年3月30日 Philips heritage : focus on the experience …… Medical