珠宝行业企业品牌的意义与个性讲义(ppt 108页)

珠宝行业企业品牌的意义与个性讲义目录：
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

 

珠宝行业企业品牌的意义与个性讲义内容提要：
How Much of A Future Vision?品牌印记的远景如何？
The brand Footprint is more than a consumer-based tool.It needs to incorporate the thinking of the “brand owners” regarding the future course of a brand.
品牌印记不只是一个消费者对品牌的看法，它更须考虑到把这个品牌的“品牌拥有者”对该品牌未来的看法。
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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 can be put to work at many different levels. At the highest level, it can be used to reveal the core brand idea that forms the heart of a brand image campaign. But it can also be used effectively to develop Selling Ideas for the  products  that create competitive advantage for brands.
销售策略可运用于不同层次。在最高层次，它可用来展现构成品牌形象活动核心的最重要品牌概念。同样地，它也可以有效地用来为不同的产品或服务发展销售概念，并替品牌创造竞争的优势。
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What Is A Selling Idea?什么是销售概念 
A Selling Idea is a strategic concept that focuses everything we have learned about what the brand needs to mean to consumers into a single highly focused strategic idea that expresses exactly what we wish the advertising to say to consumers. 
销售概念是一个策略性的概念。它将我们所知道的一切有关品牌在消费者心中所须达成的意义与印象，集中成一高专注的策略性概念与想法，进而表达我们希望广告到底要对消费者说什么。

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