饮食行业企业品牌的意义和个性讲义(ppt 108页)

饮食行业企业品牌的意义和个性讲义目录：
一、The selling strategy销售策略 
二、Becombion 
三、Becombion品牌印记(Brand Footprint) 
四、Becombion销售策略(Selling Strategy) 
五、Seven Seas Multivitamin Syrup 
六、品牌印记(Brand Footprint) 
七、Dr Freeman Cough & Cold Syrup for Children 

 

饮食行业企业品牌的意义和个性讲义内容提要：
Why The Need For A Brand Footprint?为什么需要品牌印记？
More and more marketers are looking for new growth by leveraging the power of their brand names into new territories.Global Brands are being built through expansion into new geographies. “Megabrands” or “Hyperbraands” are being established across multiple product or service categories.
愈来愈多的行销人运用品牌的力量进入新的领域，以创造新的成长。精品资料因为领域的扩张而建立起来；“大品牌”或“超级品牌”则是因跨越多项产品或品类而被建立。  
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What Is The Role of The Selling Strategy?销售策略扮演的角色如何？
The Selling Strategy is a discipline that is single-mindedly focused on generating brand-building ideas. Ideas that attract brand customers and build brand franchises. Ideas that create brand (and marketplace ) dominance in consumer’s mind.
销售策略是一种建立品牌概念单一且专注的方法。所谓品牌概念是指能够吸引消费者，并且建立品牌忠诚度，让消费者产生深刻印象的意念。
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The Specific Role Of The Advertising广告担任的角色
The role of the advertising may vary greatly in scope. It may entail a fundamental restaging of the brand, the accentuation of an under-leveraged element in the Brand Footprint, the introduction of a brand or line extension, or a specific tactical response to local competitive actions.
广告的角色可能有相当大范围的差异。它可能承担重新定义一个品牌的任务、强调品牌足迹中尚待提升的一个元素、引进或延伸一个品牌。或可能战术性地回应竞争品牌的活动。

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