企业品牌的意义与个性研讨会(ppt 108页)

企业品牌的意义与个性研讨会目录：
一、The selling strategy销售策略
二、Becombion
三、Seven Seas Multivitamin Syrup
四、Seven Seas七海品牌印记(Brand Footprint)
五、Dr Freeman Cough & Cold Syrup for Children
六、Dr.Freeman品牌印记(Brand Footprint)
七、Dr.Freeman销售策略(Selling Strategy) 
八、Below-the-line and Other Marketing Tactics

 

企业品牌的意义与个性研讨会内容提要：
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 Are Three Dimensions?什么是品牌印记的三个层次
The Brand Footprint reflects the truth that most brands—especially powerful ones—are multidimensional. They contain meanings and associations that are built over time.
品牌印记所反映的一项事实是：大部分的品牌—特别是大品牌——都是多层次的。它们包含了长期建立的意义和联想。
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How Much of A Future Vision?品牌印记的远景如何？
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.
对已建立起来的领导品牌而言，印记当然是建筑在目前重级使用者对此品牌的看法。这种情形下，印记的主要角色是把这些意义表达出来，让每个人同时都知道当这个品牌扩张或延伸时，要保护什么，以及利用什么品牌价值。

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