【正文】 ......................................................................................................................124. 品牌口號 ........................................................................................................................................125. 廣告宣傳口號 ................................................................................................................................126. 品牌形象 ........................................................................................................................................12二、品牌要求 .........................................................................................................................................133 / 481. 一個(gè)中心 .......................................................................................................................................132．兩個(gè)品質(zhì)標(biāo)準(zhǔn) ...............................................................................................................................133. 三個(gè)關(guān)鍵點(diǎn) ....................................................................................................................................13三、品牌管理組織 .................................................................................................................................141. 品牌管理組織設(shè)立原則 ................................................................................................................142. 品牌管理組織設(shè)立依據(jù) ................................................................................................................143. 品牌管理組織的構(gòu)成 ....................................................................................................................144. 品牌管理組織的職責(zé) ....................................................................................................................14 決策機(jī)構(gòu) ..................................................................................................................................14 管理機(jī)構(gòu) ..................................................................................................................................14 執(zhí)行運(yùn)作機(jī)構(gòu) ..........................................................................................................................15 品牌管理組織的變更 ..............................................................................................................15四、品牌管理制度 .................................................................................................................................161. 品牌管理制度體系 ........................................................................................................................162. 品牌管理通用規(guī)范 ........................................................................................................................17 品牌戰(zhàn)略 ..................................................................................................................................17 品牌推廣策略 ..........................................................................................................................173. 品牌管理制度 ................................................................................................................................174. 產(chǎn)品設(shè)計(jì)管理制度 ........................................................................................................................17 產(chǎn)品設(shè)計(jì)定義 ..........................................................................................................................17 產(chǎn)品設(shè)計(jì)的責(zé)任者 ..................................................................................................................18 產(chǎn)品設(shè)計(jì)決策 ..........................................................................................................................18 產(chǎn)品設(shè)計(jì)的控制 ......................................................................................................................18 產(chǎn)品設(shè)計(jì)信息管理 ..................................................................................................................195. 渠道管理制度 ................................................................................................................................19 渠道定義 ..................................................................................................................................19 渠道分類 ..................................................................................................................................19 渠道管理責(zé)任者 ......................................................................................................................20 渠道管理的決策 ......................................................................................................................20 渠道管理計(jì)劃 ..........................................................................................................................21 渠道管理執(zhí)行與控制 ..............................................................................................................21 渠道信息管理 ..........................................................................................................................216. 廣告管理制度 ................................................................................................................................22 廣告定義 ..................................................................................................................................22 廣告分類 ..................................................................................................................................22 廣告活動(dòng)責(zé)任者 ......................................................................................................................23 廣告的決策 ..............................................................................................................................23 廣告計(jì)劃 ..................................................................................................................................23 廣告執(zhí)行與控制 .....