品牌战略培训(奇正版).pptx

;Training Course of Trout Brand Strategy;Positioning Era;New mode of customer’s mind 全新的消费者心智模式;New mode of customer’s mind（Continued) 全新的消费者心智模式(续）;Innovation in marketing concept 营销观念的革新;New marketing principle No .1 营销新法则（一）;New marketing principle No.2 营销新法则（二）;Marketing after positioning 定位后营销的展开;Bottom –up Marketing for Chinese enterprises 中国企业的逆思考行销;Positioning 定位 ;Why Differentiation is important 为什么区隔是重要的;An ugly fact of life 糟糕的现实; The situation： It’s a battle of brands 现状： 这是品牌之战;The law of division 分化定律;Positioning defined 定位的定义; The steps To differentiation 实现区隔的步骤;1.The context 分析行业环境;2.The differentiating idea 寻找区隔概念;3.The credentials 找到支持点;4.Communicating difference 区隔的传播应用;Some traps in differentiation 区隔的几个陷阱;Slogan or difference 口号还是区隔？;Difference 区隔！;J.P.Morgan J.P. 摩根;Here’s the difference 区隔在这里;In other words 换言之; “There is no such thing as a commodity . All goods and services can be differentiated.”;A simple success story 一个简单的成功故事;3. No assigned seats . Just reusable boarding passes . That means no groping for seats , no boarding early , no overbooking . You walk on and the plane takes off . You arrive on time . What could be simpler? 没有指定座位。有的是可再用登机证，意味着不用急着找座位，不用提早登机，没有预订过多。你走上飞机，然后飞机起飞，你准时抵达。 还有更简单的吗？;Conclusion 结论;The bottom line 本 质;Differentiation in commodities 商品的区隔;Differentiation and the mind 区隔和心智;Minds are limited;The product ladder 产品阶梯;The rule of seven