【正文】 to incorporate the thinking of the “ brand owners” regarding the future course of a brand. 品牌印記不只是一個消費者對品牌的看法，它更須考慮到把這個品牌的“品牌擁有者”對該品牌未來的看法。 4 英揚(yáng) ?傳奇 CCE What Are Three Dimensions? 什么是品牌印記的三個層次 ? 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事實是：大部分的品牌 —特別是大品牌 ——都是多層次的。 2 英揚(yáng) ?傳奇 CCE Why The Need For A Brand Footprint? 為什么需要品牌印記？ This expansion puts renewed focus on the need to protect brand equity. 這種擴(kuò)張及延伸，讓我們必須重新重視并保護(hù)品牌的資產(chǎn)。 1 英揚(yáng) ?傳奇 CCE Why The Need For A Brand Footprint? 為什么需要品牌印記？ ? More and more marketers are looking for new growth by leveraging the power of their brand names into new Brands are being built through expansion into new geographies. “ Megabrands” or “ Hyperbraands” are being established across multiple product or service categories. 愈來愈多的行銷人運(yùn)用品牌的力量進(jìn)入新的領(lǐng)域，以創(chuàng)造新的成長。What Is The Brand “ Means” And “ Is” ? 品牌的“意義”和“個性”是什么 ? What the brand “ means” is what a brand gets credit for in the eyes of consumers—its reputation across a number of key dimensions. 品牌的“意義”是指一個品牌在消費者心目中產(chǎn)生的印象 ——即該品牌在幾個層面上的聲譽(yù)。 ? What the brand “ is” is how we would describe the brand’ s dominant personality traits—generally those that correspond to its principal meanings. 品牌“個性”那些與品牌意義相對應(yīng)的特征。全球品牌因為領(lǐng)域的擴(kuò)張而建立起來；“大品牌”或“超級品牌”則是因跨越多項產(chǎn)品或品類而被建立。 3 英揚(yáng) ?傳奇 CCE Why The Need For A Brand Footprint? 為什么需要品牌印記？ As brands are expanded, there are pressures of dilution that stem from: 隨著品牌的擴(kuò)張，使品牌有被稀釋的危機(jī)，這些危機(jī)的因素如下 ： ? The need to reexpress the brand in the context of new petitive sets and new cultures. 必須就新的競爭條件和新文化的觀點來重新表現(xiàn)品牌。它們包含了長期建立的意義和聯(lián)想。 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使用者對此品牌的看法。 7 英揚(yáng) ?傳奇 CCE How Much of A Future Vision? 品牌印記的遠(yuǎn)景如何？ ? For some brands,however,there may be a need to add meaning or adjust existing meanings to allow for expansion or simply to make the brand more dynamic. 對某些品牌來說，也許必須增加意義或調(diào)整原有的意義，以利于擴(kuò)張或只是讓該品牌變得更具時代性。即建立在該品牌消費者的真實面上，并加上必要時的調(diào)整，以便為該品牌未來成長之要求提供一個遠(yuǎn)景與靈感。 所謂品牌概念是指能夠吸引消費者 ， 并且建立品牌忠誠度 ， 讓消費者產(chǎn)生深刻印象的意念 。 在最高層次 ， 它可用來展現(xiàn)構(gòu)成品牌形象活動核心的最重要品牌概念 。 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. 雖然在任何市場或區(qū)域，都應(yīng)該有一個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。 16 英揚(yáng) ?傳奇 CCE The Selling Strategy Model 銷售策略的模式 The Selling Strategy Model is posed of five critical ponents： 銷售策略模式是由五個重要的部份所組成 ： ? The Brand Position 品牌位置 ? The Brand Objective 品牌目標(biāo) ? The Specific Role Of The Advertising 廣告擔(dān)任的角色 ? The Selling Idea Platform 銷售概念架構(gòu) ? The Selling Idea 銷售概念 17 英揚(yáng) ?傳奇 CCE The Brand Position 品牌位置 ? The perceptual space that the brand holds in the consumers’ mind at the beginning of the Selling Idea development process. 銷售概念的發(fā)展過程開始之前 ， 品牌在消費者心中的認(rèn)知地位 。 20 英揚(yáng) ?傳奇 CCE Example ? Example: Brand Brand Objective Marriott A memorable experience Motorola The leading brand in mobile personal munications MasterCard A card I feel good about 21 英揚(yáng) ?傳奇 CCE The Specific Role Of The Advertising 廣告擔(dān)任的角色 ? The role of the advertising may vary greatly in scope. It may entail a fundamental restaging of the brand, the accentuation of an underleveraged element in the Brand Footprint, the introduction of a brand or line extension, or a specific tactical response to local petitive actions. 廣告的角色可能有相當(dāng)大范圍的差異?；蚩赡軕?zhàn)術(shù)性地回應(yīng)競爭品牌的活動。 25 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 is the most relevant desire, need, hope, or fear of the conceptual target that the brand can meaningfully address. 它是概念性的目標(biāo)客層最關(guān)切的欲望、需求、希望或恐懼，而且是品牌可以有意義加以解決的。 27 英揚(yáng) ?傳奇 CCE The Selling Idea Platform 銷售概念架構(gòu) Compelling Truth 強(qiáng)而有力的支持事實 ? The pelling truth that provides the key evidence that supports the brand’ s role in satisfying the Core Desire of the Conceptual Target both in function and brand. “無庸置疑的事實”，在滿足概念性目標(biāo)客層的核心欲望時，品牌所擔(dān)任角色之強(qiáng)而有力的支持事實。 它將我們所知道的一切有關(guān)品牌在消費者心中所須達(dá)成的意義與印象 ， 集中成一高專注的策略性概念與想法 ， 進(jìn)而表達(dá)我們希望廣告到底要對消費者說什么 。 more suitable for children Product Profile 37 英揚(yáng) ?傳奇 CCE Geographical target area ? Targeted cities: SZ, GZ, then roll out to PRD Our Concern: ? Higher ine level in SZ and GZ than other inland cities ? Food supplement market is more mature “ Only food is not enough for my daily vitamin consume” 38 英揚(yáng) ?傳奇 CCE SWOT Strength ? more suitable for children ? syrup form ?sweet, fruity flavor ? more flexible in anizing our message delivery and ad censorship as registered as health food Weakness ? relatively high price (pared with local products。 Junior CentrumRMB 。 ScottsRMB 7s MVSRMB 60 英揚(yáng) ?傳奇 CCE Consumer’ s Attitude ? Researches show the majority of mothers are interested in product concept – GZ: “ helps stimul