【正文】 What Is The Brand “ Means” And “ Is” ? 品牌的“意義”和“個(gè)性”是什么 ? What the brand “ means” is what a brand gets credit for in the eyes of consumers—its reputation across a number of key dimensions. 品牌的“意義”是指一個(gè)品牌在消費(fèi)者心目中產(chǎn)生的印象 ——即該品牌在幾個(gè)層面上的聲譽(yù)。 ? What the brand “ is” is how we would describe the brand’ s dominant personality traits—generally those that correspond to its principal meanings. 品牌“個(gè)性”那些與品牌意義相對(duì)應(yīng)的特征。 1 英揚(yáng) ?傳奇 CCE Why The Need For A Brand Footprint? 為什么需要品牌印記？ ? More and more marketers are looking for new growth by leveraging the power of their brand names into new 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(yùn)用品牌的力量進(jìn)入新的領(lǐng)域，以創(chuàng)造新的成長。全球品牌因?yàn)轭I(lǐng)域的擴(kuò)張而建立起來；“大品牌”或“超級(jí)品牌”則是因跨越多項(xiàng)產(chǎn)品或品類而被建立。 2 英揚(yáng) ?傳奇 CCE Why The Need For A Brand Footprint? 為什么需要品牌印記？ This expansion puts renewed focus on the need to protect brand equity. 這種擴(kuò)張及延伸，讓我們必須重新重視并保護(hù)品牌的資產(chǎn)。 3 英揚(yáng) ?傳奇 CCE Why The Need For A Brand Footprint? 為什么需要品牌印記？ As brands are expanded, there are pressures of dilution that stem from: 隨著品牌的擴(kuò)張，使品牌有被稀釋的危機(jī)，這些危機(jī)的因素如下 ： ? The need to reexpress the brand in the context of new petitive sets and new cultures. 必須就新的競爭條件和新文化的觀點(diǎn)來重新表現(xiàn)品牌。 4 英揚(yáng) ?傳奇 CCE What Are Three Dimensions? 什么是品牌印記的三個(gè)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(xiàng)事實(shí)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(lián)想。 5 英揚(yáng) ?傳奇 CCE How Much of A Future Vision? 品牌印記的遠(yuǎn)景如何？ ? The brand Footprint is more than a consumerbased needs to incorporate the thinking of the “ brand owners” regarding the future course of a brand. 品牌印記不只是一個(gè)消費(fèi)者對(duì)品牌的看法，它更須考慮到把這個(gè)品牌的“品牌擁有者”對(duì)該品牌未來的看法。 6 英揚(yáng) ?傳奇 CCE How Much of A Future Vision? 品牌印記的遠(yuǎn)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(duì)已建立起來的領(lǐng)導(dǎo)品牌而言，印記當(dāng)然是建筑在目前重級(jí)使用者對(duì)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(dá)出來，讓每個(gè)人同時(shí)都知道當(dāng)這個(gè)品牌擴(kuò)張或延伸時(shí)，要保護(hù)什么，以及利用什么品牌價(jià)值。 7 英揚(yáng) ?傳奇 CCE How Much of A Future Vision? 品牌印記的遠(yuǎn)景如何？ ? For some brands,however,there may be a need to add meaning or adjust existing meanings to allow for expansion or simply to make the brand more dynamic. 對(duì)某些品牌來說，也許必須增加意義或調(diào)整原有的意義，以利于擴(kuò)張或只是讓該品牌變得更具時(shí)代性。 8 英揚(yáng) ?傳奇 CCE How Much of A Future Vision? 品牌印記的遠(yuǎn)景如何？ ? Ultimately,the final balance between existing meanings is a strategic decision—built on the brand’ s consumer truth and adjusted, where needed,to provide the vision and inspiration for future growth. 最重要的是，平衡這個(gè)品牌現(xiàn)存的意義及理想的意義，就是一項(xiàng)策略性的決定。即建立在該品牌消費(fèi)者的真實(shí)面上，并加上必要時(shí)的調(diào)整，以便為該品牌未來成長之要求提供一個(gè)遠(yuǎn)景與靈感。 9 英揚(yáng) ?傳奇 CCE Example ? For example, key credit card category drivers are: the source of aspiration, the world of usage, and the functional role of the card. Amex and visa Footprints show how the brands are distinguished on these dimensions: 10 英揚(yáng) ?傳奇 CCE Example ? American Express Brand Footprint American Express means Membership The Business Life The Charge Card American Express is Professional Worldly Responsible 11 英揚(yáng) ?傳奇 CCE Example ? Visa Brand Footprint Visa means Everywhere The High Life The Credit Card Visa is Sociable Stylish OnTheGo 12 英揚(yáng) ?傳奇 CCE The selling strategy 銷售策略 13 What Is The Role of The Selling Strategy? 銷售策略扮演的角色如何？ ? The Selling Strategy is a discipline that is singlemindedly focused on generating brandbuilding ideas. Ideas that attract brand customers and build brand franchises. Ideas that create brand (and marketplace ) dominance in consumer’ s mind. 銷售策略是一種建立品牌概念單一且專注的方法 。 所謂品牌概念是指能夠吸引消費(fèi)者 ， 并且建立品牌忠誠度 ， 讓消費(fèi)者產(chǎn)生深刻印象的意念 。 14 英揚(yáng) ?傳奇 CCE What Is The Role of The Selling Strategy? 銷售策略扮演的角色如何？ ? The Selling Strategy can be put to work at many different levels. At the highest level, it can be used to reveal the core brand idea that forms the heart of a brand image campaign. But it can also be used effectively to develop Selling Ideas for the products that create petitive advantage for brands. 銷售策略可運(yùn)用于不同層次 。 在最高層次 ， 它可用來展現(xiàn)構(gòu)成品牌形象活動(dòng)核心的最重要品牌概念 。 同樣地 ，它也可以有效地用來為不同的產(chǎn)品或服務(wù)發(fā)展銷售概念 ， 并替品牌創(chuàng)造競爭的優(yōu)勢(shì) 。 15 英揚(yáng) ?傳奇 CCE What Is The Role of The Selling Strategy? 銷售策略扮演的角色如何？ ? Thus, while there should always be a single Brand Footprint to define the brand essence in any market or region, there can be any number of Selling Strategies. By working within the framework of brand values established in the Footprint, they both support and leverage the power of the brand. 雖然在任何市場或區(qū)域，都應(yīng)該有一個(gè)單一的品牌足跡來定義品牌本質(zhì)，但銷售策略則不限定有幾個(gè)。籍有在品牌足跡所建立的品牌價(jià)值架構(gòu)內(nèi)作業(yè)，品牌足跡與銷售策略這兩者，也同時(shí)支持并提升了品牌力量。 16 英揚(yáng) ?傳奇 CCE The Selling Strategy Model 銷售策略的模式 The Selling Strategy Model is posed of five critical ponents： 銷售策略模式是由五個(gè)重要的部份所組成 ： ? The Brand Position 品牌位置 ? The Brand Objective 品牌目標(biāo) ? The Specific Role Of The Advertising 廣告擔(dān)任的角色 ? The Selling Idea Platform 銷售概念架構(gòu) ? The Selling Idea 銷售概念 17 英揚(yáng) ?傳奇 CCE The Brand Position 品牌位置 ? The perceptual space th