【導讀】WhatIsTheBrand“Means”And“Is”?印象——即該品牌在幾個層面上的聲譽。品牌“個性”那些與品牌意義相對應的特征。全球品牌因為領域的擴張而建立起來；牌—特別是大品牌——都是多層次的。包含了長期建立的意義和聯(lián)想。前重級使用者對此品牌的看法。這種情形下，印記的。最重要的是，平衡這個品牌現(xiàn)存的意義及理想的意義，就是一項策略性的決定。長之要求提供一個遠景與靈感。

　　

【正文】 arly summersummerbetween summer amp。autumnautumnearly winterwinternot sureWhich Season to Prone to Catch Cold The Peak Season: winter。 spring。 the interim between the seasons 英揚 ?傳奇 CCamp。E 86 ? It functions in cough and cold and up to now, no other products claim to have these two functions only. ? In the market of cough syrup and coughamp。coldamp。fever syrup, we have key petitors as below: – cough syrup: Isedyl from United Laboratory。 Jin Min Children syrup, Shen qu Cough Syrup and Taiji Cough Syrup – coughamp。coldamp。fever syrup: Tylenol, Bufferin, Xiaobai Product Profile 英揚 ?傳奇 CCamp。E 87 ? Our Concern: Dr Freeman Cough amp。 Cold Syrup for Children aims at the early stage of cold 。Dr Freeman is the subbrand of merck only for series cough amp。 cold products. 英揚 ?傳奇 CCamp。E 88 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 amp。 cough market ? Competitive voice is not noise in San dong ?well developed retail environment Threats ? strong petition ?Strict regulatory control on Aamp。P activities 89 品牌印記 (Brand Footprint) 90 品牌印記 (Brand Footprint) 品牌意義 來自德國的感冒藥 means a flu drug from German 醫(yī)生推薦使用的 means doctor’s remended 治療兒童傷風和咳嗽的糖漿 means a coldamp。cough syrup for children 91 品牌印記 (Brand Footprint) 品牌個性 感冒藥專家 is the expert of flu drugs 可信的 is reliable 認真負責的 is conscientious 英揚 ?傳奇 CCamp。E 92 Dr. Freeman 品牌意義 來自德國感冒藥 means a flu drug from German 醫(yī)生推薦使用的 means doctor’s endorsement 治療兒童傷風和咳嗽的糖漿 means a coldamp。cough syrup for children 品牌個性 就是感冒專家 is the expert of flu drugs 可信的 is reliable 認真負責的 is conscientious 93 銷售策略 (Selling Strategy) 94 銷售策略 (Selling Strategy) 品牌位置： 溫和有效治療兒童傷風咳嗽的糖漿 Brand Position: A Syrup For Mildly And Effectively Relieving Children’s Coldamp。Cough 95 銷售策略 (Selling Strategy) 品牌目標： 感冒藥專家 Brand Objective: The Expert Of Flu Drugs 96 銷售策略 (Selling Strategy) 廣告角色： 傳達即治療發(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 97 銷售策略 (Selling Strategy) 銷售概念構架 (The Selling Idea Platform)： A）概念性目標客層 :細心的父母 The Conceptual Target: Careful Parents 98 銷售策略 (Selling Strategy) 銷售概念構架 (The Selling Idea Platform)： B） 最核心的欲望 /周到 The Core Desire/ Considerate 99 銷售策略 (Selling Strategy) 銷售概念構架 (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 Coldamp。Cough before kids get fever. 100 銷售策略 (Selling Strategy） 銷售概念構架 (The Selling Idea Platform)： D）強有力的支持事實 :感冒的專家 The Compelling Truth: is the expert in relieving coldamp。cough 101 銷售策略 (Selling Strategy) 銷售概念： 是細心嚴謹?shù)母忻?藥 專家 The Selling Idea:Dr. Freeman is a solicitude and conscientious expert in flu drugs 英揚 ?傳奇 CCamp。E 102 MERCK 默克 ? SELLING IDEA – MAINTANCE THE FOUNDATION OF PEOPLES’ HEALTH 維護健康的基礎 ? CREATIVE IDEA – THE POWER OF PROMISE 承諾的力量 英揚 ?傳奇 CCamp。E 103 1. Preamble 2. Marketing and Competition Overview 3. CCamp。E Communication Tools – Footprint – Selling Strategy 4. Brand/Product Communication Strategy – Bebion/Bebion Vitamin B Complex Syrup – Seven Seas/Seven Seas Multivitamin Syrup – Dr. Freeman/Dr. Freeman Cough amp。 Cold Syrup for Children 5. Creative Concept and Advertising Mechanics 6. Belowtheline and Other Marketing Tactics 104 Belowtheline and Other Marketing Tactics 105 Bebion 類型：促銷活動 Style:SP Activity 主題：兒童拼圖有獎活動 Subject:Children’s Jigsaw Puzzle Reward Activity 對象： 2——12歲的兒童 Target:212years old children 手段： SP活動期間，買就送 “ 貝康安寶寶 ” 拼圖卡片，兒童用拼圖卡片來拼出包裝盒上 “ 貝康安寶寶 ” 的各種姿態(tài)，按拼出的姿態(tài)種類的多少設立不同獎項 目的： 提高商品接觸及使用率 達到品牌指名購買 活動方案 Activity Plan 106 Seven Seas 七 海 活動方案 Activity Plan 類型：事件活動 Style:Event Activity 主題：“不一般寶寶”的“不一般技能”大賽 Subject: ―No Ordinary Ability Contest‖ For ―No Ordinary Babies‖ 對象： 2——8歲兒童 Target:28years old children 方式：將不一般的產(chǎn)品性能和兒童不一般的健康體能有機 結合，利用報紙和廣播電視的社會影響力，進行前期報名、 活動期追蹤報道和消息稿的發(fā)布，加上開設“兒童與魚肝油 健康咨詢熱線”，可望達到社會對多種維生素魚肝油的接受 和信賴。 107 Seven Seas 七 海 活動方案 Activity Plan 類型：公關活動 Style: PR Activity 主題：“七海伴你每一天” 課間餐飯盒溫情贈送活動 Subject: ―Seven Seas Will Always Love Yo