【正文】 “ helps in strengthening bone issue” 61 英揚(yáng) ?傳奇 CCE ? The buying intention of product: – GZ: %。或可能戰(zhàn)術(shù)性地回應(yīng)競(jìng)爭(zhēng)品牌的活動(dòng)。 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。 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。 18 英揚(yáng) ?傳奇 CCE Example ? Examples: Brand Brand Position Marriott A “ vanilla” hotel Motorola A technology manufacturer MasterCard My other card 19 英揚(yáng) ?傳奇 CCE The Brand Objective 品牌目標(biāo) ? The perceptual space that we want the brand to occupy in the consumers’ mind. 我們希望品牌在消費(fèi)者心中所占據(jù)的認(rèn)知位置。 ” contains cod liver oil” 。 spring。 26 英揚(yáng) ?傳奇 CCE The Selling Idea Platform 銷售概念架構(gòu) B. The Core Desire 最核心的欲望 The Core Desire represents the deepest, most powerful, emotional benefit that the Conceptual Target receives from the brand. 核心欲望代表概念性目標(biāo)客層能從本品牌獲得的最深切、最有力、最富情感的利益。 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。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。 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(chǎng)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)。 Junior CentrumRMB 。Dr Freeman is the subbrand of merck only for series cough cold products. 87 英揚(yáng) ?傳奇 CCE SWOT Strength ? Low Price ?Unique Formula ?Good quality Weakness ? no brand awarness to support the product Opportunity ? Concentrate effect on the early stage of cold ?large cold cough market ? Competitive voice is not noise in San dong ?well developed retail environment Threats ? strong petition ?Strict regulatory control on AP activities 88 英揚(yáng) ?傳奇 CCE 品牌印記 (Brand Footprint) 89 品牌印記 (Brand Footprint) 品牌意義 來自德國(guó)的感冒藥 means a flu drug from German 醫(yī)生推薦使用的 means doctor’s remended 治療兒童傷風(fēng)和咳嗽的糖漿 means a coldcough syrup for children 90 品牌印記 (Brand Footprint) 品牌個(gè)性 感冒藥專家 is the expert of flu drugs 可信的 is reliable 認(rèn)真負(fù)責(zé)的 is conscientious 91 Dr. Freeman 品牌意義 來自德國(guó)感冒藥 means a flu drug from German 醫(yī)生推薦使用的 means doctor’ s endorsement 治療兒童傷風(fēng)和咳嗽的糖漿 means a coldcough syrup for children 品牌個(gè)性 就是感冒專家 is the expert of flu drugs 可信的 is reliable 認(rèn)真負(fù)責(zé)的 is conscientious 92 英揚(yáng) ?傳奇 CCE 銷售策略 (Selling Strategy) 93 銷售策略 (Selling Strategy) 品牌位置： 溫和有效治療兒童傷風(fēng)咳嗽的糖漿 Brand Position: A Syrup For Mildly And Effectively Relieving Children’s ColdCough 94 銷售策略 (Selling Strategy) 品牌目標(biāo)： 感冒藥專家 Brand Objective: The Expert Of Flu Drugs 95 銷售策略 (Selling Strategy) 廣告角色： 傳達(dá)即治療發(fā)燒前的感冒癥狀非常重要 The Specific Role Of The Advertising: Deliver The Message That It Is Very Important To Cure Cold And Cough In Time Before Getting Fever 96 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： A）概念性目標(biāo)客層 :細(xì)心的父母 The Conceptual Target: Careful Parents 97 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： B） 最核心的欲望 /周到 The Core Desire/ Considerate 98 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： C） 品牌如何最完美滿足最核心的欲望 : 感冒藥專家的細(xì)心周到，讓孩子在發(fā)燒前即消除感冒 How The Brand Best Fulfills The Core Desire: German Flu expert Can Relive ColdCough before kids get fever. 99 銷售策略 (Selling Strategy） 銷售概念構(gòu)架 (The Selling Idea Platform)： D）強(qiáng)有力的支持事實(shí) :感冒的專家 The Compelling Truth: is the expert in relieving coldcough 100 銷售策略 (Selling Strategy) 銷售概念： 是細(xì)心嚴(yán)謹(jǐn)?shù)母忻八帉＜? The Selling Idea:Dr. Freeman is a solicitude and conscientious expert in flu drugs 101 MERCK 默克 ? SELLING IDEA – MAINTANCE THE FOUNDATION OF PEOPLES’ HEALTH 維護(hù)健康