全球品牌管理ppt課件-在線瀏覽
2025-01-25 03:22本頁(yè)面
【正文】 uate support from corporate center and inflexible and static guidelines 25 ? Provides anizational touchstone, both internally and externally ? Basis for strategic roadmap guiding brand positioning, munications, brand extendibility and measures Step 3 Define the Brand’s Identity 26 Brand Identity Provides Strategic Direction Brand Essence Summary of the brand’s identity — the heart and soul of the brand. Core Identity Core values, key petencies and associations that remain consistent across products, markets and through time. Extended Identity Elements that provide texture and pleteness。 Entertainment Personality Underdog Irreverence 28 = Irreverence = Performance, passion for driving = Authentic, real, original = Wholesome family entertainment = Innovation = Ubiquity All Brands Must Articulate Their Brand Essence And Manage It Consistently 29 ? What is positioning? – Grows out of the brand’s core identity – The case you make which establishes your relevance and superiority vs. the petition. It is the space you want to occupy on the consumer’s mental map that distinguishes your brand while redefining your petitors Step 4 Establish a Distinctive Positioning 30 BMW’s Brand Positioning Brand Essence ? Performance ? Passion for driving Core Identity Elements ? Heritage/engineering ? Quality ? Styling ? Logo Extended Identity Elements ? Fun ? Youthful ? Nimble ? Status “The Ultimate Driving Machine” 31 Role of a Tagline ? Accelerates and reinforces understanding of brand by enhancing meaning, relevance and/or appeal ? Functions as a succinct, catchy and pelling phrase to municate what the anization is, how it does business or its benefits to audiences ? Works in conjunction with the name and design system to express overall identity ? Endures over time, playing a significant role in establishing and maintaining brand identity ? Serves as an internal ―rallying cry‖ 32 Translation Snafus Example Braniff Airlines ―Fly in Leather‖ ―Fly Naked‖ (Spanish) Coors Brewing Co. ―Turn it Loose‖ ―Suffer from Diarrhea‖ (Spanish) Clairol Mist Stick Curling Iron ―Mist‖ = Slang term for manure (German) Gerber Baby Food Package African panies put pictures on label of what is inside container PepsiCo ―The Choice of A New Generation‖ ―Pepsi Brings Your Ancestors Back from the Grave‖ (Chinese) Purdue Chickens ―It Takes a Tough Man to Make a Tender Chicken‖ ―It Takes A Sexually Stimulated Man to Make a Chicken Affectionate‖ (Spanish) 33 Positioning Challenges ? Relevance across markets ? Ensuring broad understanding across anization ? Degree of adaptation permissible while being true to brand essence ? Management of partners in consistent implementation ? Ongoing monitoring 34 Achieving Cultural Relevance and Authenticity ? Cultural relevance is all about the seemingly small issues needed to make brands feel friendly to a consumer39。s, habits, values, etc. ? Cultural relevance is more than translation! ? Achieving cultural relevance starts with development of munications concepts and messaging strategies that are meaningful
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