【正文】 漢氣概，沒有絲毫的笨重和古板，駕駛寶馬賦予駕駛者以控制感和力量感 寶馬的內(nèi)涵是秩序與和諧。它是精密準確的汽車。它光亮的車身下，蘊藏著無限動力，一觸即發(fā)。 能夠擁有寶馬是對車主的成功地位的肯定，因為并非人人可以享受這份榮耀。這一點從來不會公開宣揚。但寶馬車主都知道這一點。 寶馬是駕駛的獎賞 駕駛一輛工程設(shè)計的杰作 JAGUAR 美洲豹 Jaguar 美洲豹 ? A brand that had lost hope and rational advantage. 一個曾經(jīng)失去希望和理性優(yōu)勢的品牌 ? The Brand Audit revealed that it was trying to be what it was not. 品牌檢測揭示，它曾力圖成為一種其他什么內(nèi)涵的東西 ? And that its “quirkiness”was an asset. 它的 “古怪 ”（外觀）曾是一種資產(chǎn) Jaguar BrandPrint 美洲豹 品牌寫真 The difference between Jaguar and other cars runs deeper than sheet metal and engineering: It?s about soul, passion and originality. A Jaguar is a copy of nothing … just like its owners. 美洲豹與其他汽車的區(qū)別絕非材料和設(shè)計而是靈魂、激情、原創(chuàng)力。美洲豹不是任何汽車的翻版，正如她的擁有者一樣。 Jaguar Results 美洲豹 結(jié)局 020234000600080001000012023140001600018000202301992 1993 1994 1995Sales% % % % CNN What is the Product CNN… 產(chǎn)品 ? CNN is a cable munications work with affiliates in more than 125 countries 橫跨 125個國家的有線電視網(wǎng) ? News, current events and information are broadcast live, 24 hours a day 全天 24小時現(xiàn)場報道新聞，事件，信息 ? Programs include CNN Headline News, CNN World News, Moneyline, Style, Larry King Live and Crossfire 節(jié)目線包括 CNN標題新聞， CNN世界新聞，金錢線，風格， Larry King Live，交鋒 CNN ...the world’s news leader 世界新聞領(lǐng)袖 Brand Audit ? History as it happens 正在發(fā)生的歷史 ? A “pulse” 一個 “間歇 ” ? connecting to world… 讓你和世界連接 ? a link with home 和家的一種聯(lián)系 ? Built for people like me who must be aware, take part, be stimulated 專為和我一樣的人們：需要了解，參與，被激發(fā) ? As a viewer, I?m in classy pany 作為一個觀眾，我是有格調(diào)的 OM What is the Brand? 品牌是什么？ CNN powers the imagination, provokes passion... makes possible a kind of universality CNN激發(fā)你的想象，喚醒你的激情 … 讓你可能成為世界人 CNN is our plaary theater, Staging... as it happens... the DRAMA of our lives CNN是我們這個星球的劇場，上演正在發(fā)生的事 … 我們?nèi)松?戲劇 DOVE多芬 BrandStewardship Dove ? A successful . Brand for 40 years 一個 40年的成功美國品牌 ? A global Megabrand in just 3 years 僅用 3年成為全球大品牌 ? 76 countries in 4 years 4年內(nèi)進入 76個國家 ? No. 1 in North America and Europe 北美和歐洲的第一品牌 ? Dominant in Australia, Hong Kong and Brazil 在澳洲，香港和巴西強勢 ? One brand idea, global work, local knowledge 同一品牌概念，全球網(wǎng)絡(luò)，本地知識 What we learned from consumers 消費者告訴我們 ? The bar has endowed the Brand with a rich set of core values : 豐富的核心價值 integrity, honesty, credibility, unpretentiousness, shuns hype, etc. 正直，誠實，不造作，不接受奉承 ? The bar delivered a real solution to a real consumer problem 為消費者解決了一個真正的問題 ? Not many of our new products will be in such a unique position 并非許多新產(chǎn)品能擁有如此獨特的定位 What we learned from consumers 消費者告訴我們 ? A strong but grounded emotional connection exists between the user and the brand 一種強有力并且實在的聯(lián)系存在于使用者和品牌之間 ? The uniqueness es from how Dove?s skin feel makes her feel “Glad to be a woman”獨特之處在于多芬給女人的皮膚讓她覺得 “作女人是快樂的” ? “Hope” and “Transformation” are not words that resonate with the Dove users。 they are beyond what they desire from Dove “希望 ”和 “轉(zhuǎn)變 ”絕不僅僅是些引起多芬使用者反響的文字，它們超出了女人們的期望 “Dove Is The Promise Of Femininity Restored To My Skin. And To Me.” A personal promise that I can be my best. The promise that when the mere act of washing my face has drained me dry, it will replenish me. The promise that when a shower is my only escape to a peaceful place, it will reward me. The promise that when the softness I used to see every day hasn’t been seen in a while, it will reveal it to me. The promise that when I’ve had to put on hold the fact that I’m a woman, it will remind me. The promise that when my skin needs protection and nourishment, it will remoisturize it. It is a simple and unselfish promise, made to the woman inside me. “多芬的承諾是還給我女人的天性 給我的皮膚，也給我自己。 ” 一個讓我能保持最佳的個人承諾。 當我的臉因清洗而干燥時，它承諾給我補充滋養(yǎng)。 當洗澡是我逃脫