【正文】 We freshly and practically create new, contemporary traditions. Its defining attitude of confident insightfulness expresses forting, nonaggressive modernity of form, liberty of movement, controlled expansiveness of shapes, and inviting technology. 我們務(wù)實而創(chuàng)新地創(chuàng)造出 當(dāng)代新傳統(tǒng) ，它自信而又富洞察力的觀念體現(xiàn)出舒適，平實的現(xiàn)代氣息、自由的運動、有克制的形態(tài)表現(xiàn)和人性化的科技水平。 自控 個性 。 創(chuàng)新 Freedom。 Master Brand Attitude cont’d 主要的品牌觀念 （ 內(nèi)容） These perceptive designs evoke a sense of optimism and approachability, warmth and friendliness. They are tactile, enticing, forwardlooking and uninhibited. 這些富洞察力的設(shè)計激發(fā)起一種 樂觀 、平易近人、熱情和友好的精神。 ? The Brand Essence is the essential relevant and differentiating idea that will create and reinforce Brand Loyalty. 品牌實質(zhì)是指必不可少的能 創(chuàng)造 及增強品牌忠誠度的一些相關(guān)聯(lián)以及有 差異 的想法 “Innovative trusted solutions for easier and more enjoyable life” “創(chuàng)新可信的設(shè)計，更便捷舒適的生活 ” Master Brand Attitude 主要品牌觀念 ? Nonverbal elements that guide 非言辭因素指導(dǎo) – creative expression of Brand Character (seen, sensed, understood, heard, felt)品牌特征創(chuàng)造性表達 (看到的 ,感受到的 , 可理解的，聽到的，知覺的） – tonality for all contact points 各聯(lián)系點的協(xié)調(diào)性 ? Elaborates Visual Language and Brand Design Policy verbally beyond bullets and key words 精心、詳盡地表述 形象語言和品牌設(shè)計原則而不僅是局限于某些關(guān)鍵性詞 Master Brand Attitude 主要品牌觀念 The Electrolux Brand Attitude evokes a passage and connectedness from an innovative heritage to a vivid, energized yet safe tomorrow. 伊萊克斯品牌觀念在傳統(tǒng)觀念和現(xiàn)代新型觀念之間架起一個通道和聯(lián)系 Its designs balance freedom and dynamism with security. 它的設(shè)計使 自由、動感和安全性 得以達到平衡 Electrolux design defines the future whilst boldly and sensually conveying a reassurance based on a solid presence radiating from the past. 伊萊克斯的設(shè)計在大膽傳遞一種建立在過去堅實基礎(chǔ)上的信心的同時，也表達了它的未來。 Openminded 平衡 。 Enjoyment。他們能被感知、能引人入勝、 前瞻而富于個性 。 智能化 Features 特色 Brand Character 品牌特征 Brand Claim 品牌宣傳 Brand Support 品牌支持 Electrolux master brand promise伊萊克斯主要的品牌承諾 For people who wele change and seek harmony, modern knowledgeable Electrolux of