品牌的意義和個(gè)性是什么

1、合肥婚嫁網(wǎng) http:/ CC&E1What Is The Brand “Means” And “Is”?品牌的品牌的“意義意義”和和“個(gè)性個(gè)性”是什么是什么 What the brand “means” is what a brand gets credit for in the eyes of consumersits reputation across a number of key dimensions. 品牌的“意義”是指一個(gè)品牌在消費(fèi)者心目中產(chǎn)生的印象即該品牌在幾個(gè)層面上的聲譽(yù)。 What the brand “is” is how we would describe th

2、e brands dominant personality traitsgenerally those that correspond to its principal meanings. 品牌“個(gè)性”那些與品牌意義相對(duì)應(yīng)的特征。合肥婚嫁網(wǎng) http:/ CC&E2Why The Need For A Brand Footprint?為什么需要品牌印記？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 te

3、rritories.Global Brands are being built through expansion into new geographies. “Megabrands” or “Hyperbraands” are being established across multiple product or service categories. 愈來(lái)愈多的行銷(xiāo)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(zhǎng)。全球品牌因?yàn)轭I(lǐng)域的擴(kuò)張而建立起來(lái)；“大品牌”或“超級(jí)品牌”則是因跨越多項(xiàng)產(chǎn)品或品類(lèi)而被建立。 合肥婚嫁網(wǎng) http:/ CC&E3Why The Need For A Br

4、and Footprint?為什么需要品牌印記？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)。合肥婚嫁網(wǎng) http:/ CC&E4Why The Need For A Brand Footprint?為什么需要品牌印記？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)

5、，這些危機(jī)的因素如下： The need to reexpress the brand in the context of new competitive sets and new cultures. 必須就新的競(jìng)爭(zhēng)條件和新文化的觀點(diǎn)來(lái)重新表現(xiàn)品牌。 合肥婚嫁網(wǎng) http:/ CC&E5What Are Three Dimensions? 什么是品牌印記的三個(gè)層次什么是品牌印記的三個(gè)層次 The Brand Footprint reflects the truth that most brandsespecially powerful onesare multidimensional.

6、 They contain meanings and associations that are built over time. 品牌印記所反映的一項(xiàng)事實(shí)是：大部分的品牌特別是大品牌都是多層次的。它們包含了長(zhǎng)期建立的意義和聯(lián)想。合肥婚嫁網(wǎng) http:/ CC&E6How Much of A Future Vision?品牌印記的遠(yuǎn)景如何？品牌印記的遠(yuǎn)景如何？ The brand Footprint is more than a consumer-based tool.It needs to incorporate the thinking of the “brand owners”

7、regarding the future course of a brand. 品牌印記不只是一個(gè)消費(fèi)者對(duì)品牌的看法，它更須考慮到把這個(gè)品牌的“品牌擁有者”對(duì)該品牌未來(lái)的看法。合肥婚嫁網(wǎng) http:/ CC&E7How Much of A Future Vision?品牌印記的遠(yuǎn)景如何？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. He

8、re 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(duì)已建立起來(lái)的領(lǐng)導(dǎo)品牌而言，印記當(dāng)然是建筑在目前重級(jí)使用者對(duì)此品牌的看法。這種情形下，印記的主要角色是把這些意義表達(dá)出來(lái)，讓每個(gè)人同時(shí)都知道當(dāng)這個(gè)品牌擴(kuò)張或延伸時(shí)，要保護(hù)什么，以及利用什么品牌價(jià)值。合肥婚嫁網(wǎng) http:/ CC&E8How Much of A Future V

9、ision?品牌印記的遠(yuǎn)景如何？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 對(duì)某些品牌來(lái)說(shuō)，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(shí)代性。合肥婚嫁網(wǎng) http:/ CC&E9How Much of A Future Vision?品牌印記的遠(yuǎn)景如何？品牌印記的遠(yuǎn)景如何？ Ultimately,the

10、 final balance between existing vs.desired meanings is a strategic decisionbuilt on the brands consumer truth and adjusted, where needed,to provide the vision and inspiration for future growth. 最重要的是，平衡這個(gè)品牌現(xiàn)存的意義及理想的意義，就是一項(xiàng)策略性的決定。即建立在該品牌消費(fèi)者的真實(shí)面上，并加上必要時(shí)的調(diào)整，以便為該品牌未來(lái)成長(zhǎng)之要求提供一個(gè)遠(yuǎn)景與靈感。合肥婚嫁網(wǎng) http:/ CC&E1

11、0Example For example, key credit card category drivers are: the source of aspiration, the world of usage, and the functional role of the card.Amex and visa Footprints show how the brands are distinguished on these dimensions:合肥婚嫁網(wǎng) http:/ CC&E11Example American Express Brand Footprint American Ex

12、press means Membership The Business Life The Charge Card American Express is Professional Worldly Responsible合肥婚嫁網(wǎng) http:/ CC&E12Example Visa Brand FootprintVisa means Everywhere The High Life The Credit Card Visa is Sociable Stylish On-The-Go合肥婚嫁網(wǎng) http:/ selling strategy銷(xiāo)售策略合肥婚嫁網(wǎng) http:/ CC&E

13、14What Is The Role of The Selling Strategy?銷(xiāo)售策略扮演的角色如何？銷(xiāo)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

14、s mind. 銷(xiāo)售策略是一種建立品牌概念單一且專注的方法。所謂品牌概念是指能夠吸引消費(fèi)者，并且建立品牌忠誠(chéng)度，讓消費(fèi)者產(chǎn)生深刻印象的意念。合肥婚嫁網(wǎng) http:/ CC&E15What Is The Role of The Selling Strategy?銷(xiāo)售策略扮演的角色如何？銷(xiāo)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 for

15、ms 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. 銷(xiāo)售策略可運(yùn)用于不同層次。在最高層次，它可用來(lái)展現(xiàn)構(gòu)成品牌形象活動(dòng)核心的最重要品牌概念。同樣地，它也可以有效地用來(lái)為不同的產(chǎn)品或服務(wù)發(fā)展銷(xiāo)售概念，并替品牌創(chuàng)造競(jìng)爭(zhēng)的優(yōu)勢(shì)。合肥婚嫁網(wǎng) http:/ CC&E16What Is The Role of The Sell

16、ing Strategy?銷(xiāo)售策略扮演的角色如何？銷(xiāo)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 le

17、verage the power of the brand. 雖然在任何市場(chǎng)或區(qū)域，都應(yīng)該有一個(gè)單一的品牌足跡來(lái)定義品牌本質(zhì)，但銷(xiāo)售策略則不限定有幾個(gè)。籍有在品牌足跡所建立的品牌價(jià)值架構(gòu)內(nèi)作業(yè)，品牌足跡與銷(xiāo)售策略這兩者，也同時(shí)支持并提升了品牌力量。合肥婚嫁網(wǎng) http:/ CC&E17The Selling Strategy Model銷(xiāo)售策略的模式銷(xiāo)售策略的模式The Selling Strategy Model is composed of five critical components：銷(xiāo)售策略模式是由五個(gè)重要的部份所組成銷(xiāo)售策略模式是由五個(gè)重要的部份所組成：The Brand

18、 Position 品牌位置品牌位置The Brand Objective 品牌目標(biāo)品牌目標(biāo) The Specific Role Of The Advertising 廣告擔(dān)任的角色廣告擔(dān)任的角色The Selling Idea Platform 銷(xiāo)售概念架構(gòu)銷(xiāo)售概念架構(gòu)The Selling Idea 銷(xiāo)售概念銷(xiāo)售概念合肥婚嫁網(wǎng) http:/ CC&E18The Brand Position品牌位置品牌位置 The perceptual space that the brand holds in the consumers mind at the beginning of the S

19、elling Idea development process. 銷(xiāo)售概念的發(fā)展過(guò)程開(kāi)始之前，品牌在銷(xiāo)售概念的發(fā)展過(guò)程開(kāi)始之前，品牌在消費(fèi)者心中的認(rèn)知地位消費(fèi)者心中的認(rèn)知地位。合肥婚嫁網(wǎng) http:/ CC&E19Example Examples:BrandBrand PositionMarriottA “vanilla” hotelMotorola A technology manufacturerMasterCardMy other card合肥婚嫁網(wǎng) http:/ CC&E20The Brand Objective品牌目標(biāo)品牌目標(biāo) The perceptual space

20、 that we want the brand to occupy in the consumers mind.我們希望品牌在消費(fèi)者心中所占據(jù)的認(rèn)知位置。合肥婚嫁網(wǎng) http:/ CC&E21Example Example:Brand Brand ObjectiveMarriott A memorable experienceMotorola The leading brand in mobile personal communicationsMasterCard A card I feel good about合肥婚嫁網(wǎng) http:/ CC&E22The Specific R

21、ole Of The Advertising廣告擔(dān)任的角色廣告擔(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 under-leveraged element in the Brand Footprint, the introduction of a brand or line extension, or a specific tactical response to loc

22、al competitive actions. 廣告的角色可能有相當(dāng)大范圍的差異。它可能承擔(dān)重新定義一個(gè)品牌的任務(wù)、強(qiáng)調(diào)品牌足跡中尚待提升的一個(gè)元素、引進(jìn)或延伸一個(gè)品牌?；蚩赡軕?zhàn)術(shù)性地回應(yīng)競(jìng)爭(zhēng)品牌的活動(dòng)。合肥婚嫁網(wǎng) http:/ CC&E23Example Examples:Brand Role of Advertising Marriott To get guests to stop taking Marriott for grantedMotorola To make “brand” Motorola as strong as its market shareMasterCard

23、To give an emotionally bankrupt brand a heart 合肥婚嫁網(wǎng) http:/ CC&E24The Selling Idea Platform銷(xiāo)售概念架構(gòu)銷(xiāo)售概念架構(gòu)The critical elements we need to know about the consumer and the brand in order to conceive the Selling Idea and develop the advertising: 為了構(gòu)思銷(xiāo)售概念并發(fā)展廣告，我們需要知道以下與消費(fèi)者及品牌有關(guān)的重要元素：A. The Conceptual T

24、arget 概念性的目標(biāo)客層概念性的目標(biāo)客層B. The Core Desire 最核心的欲望最核心的欲望C. How The Brand Best Fulfills The Code Desire 品牌如何最完美地滿足最核心的欲望品牌如何最完美地滿足最核心的欲望D.The Compelling Truth 強(qiáng)而有力的支持事實(shí)強(qiáng)而有力的支持事實(shí)合肥婚嫁網(wǎng) http:/ CC&E25The Selling Idea Platform銷(xiāo)售概念架構(gòu)銷(xiāo)售概念架構(gòu)A. The Conceptual Target概念性的目標(biāo)客層概念性的目標(biāo)客層 The “natural constituency”

25、 for the brand: the natural grouping of consumers bound by a common orientation toward the category and/or the brand. 他（她）們是對(duì)于某一個(gè)類(lèi)別及/或品牌具有共同傾向而自然形成的組合，也是品牌“必然的”顧客。合肥婚嫁網(wǎng) http:/ CC&E26The Selling Idea Platform銷(xiāo)售概念架構(gòu)銷(xiāo)售概念架構(gòu)B. The Core Desire最核心的欲望最核心的欲望 The Core Desire is the most relevant desire, n

26、eed, 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。合肥婚嫁網(wǎng) http:/ CC&E27The Selling Idea Platform銷(xiāo)售概念架構(gòu)銷(xiāo)售概念架構(gòu)B. The Core Desire最核心的欲望最核心的欲望The Core Desire represents the deepest, most powerful, emotional benefit that the C

27、onceptual Target receives from the brand. 核心欲望代表概念性目標(biāo)客層能從本品牌獲得的最深切、最有力、最富情感的利益。合肥婚嫁網(wǎng) http:/ CC&E28The Selling Idea Platform銷(xiāo)售概念架構(gòu)銷(xiāo)售概念架構(gòu)D.The Compelling Truth強(qiáng)而有力的支持事實(shí)強(qiáng)而有力的支持事實(shí) The compelling truth that provides the key evidence that supports the brands role in satisfying the Core Desire of the C

28、onceptual Target both in function and brand. “無(wú)庸置疑的事實(shí)”，在滿足概念性目標(biāo)客層的核心欲望時(shí)，品牌所擔(dān)任角色之強(qiáng)而有力的支持事實(shí)。合肥婚嫁網(wǎng) http:/ CC&E29Example CompellingFunctional Truth Specific Truth BrandPerformance “Prevents heart disease” Bayer AspirinFunctional Truth Specific Truth BrandCompany Values “We really care about you John

29、son & Johnson and yours”Brand Myth “Marlboro Country” Marlboro Cigarettes合肥婚嫁網(wǎng) http:/ CC&E30What Is A Selling Idea?什么是銷(xiāo)售概念什么是銷(xiāo)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 strateg

30、ic idea that expresses exactly what we wish the advertising to say to consumers. 銷(xiāo)售概念是一個(gè)策略性的概念。它將我們所知道的一切有關(guān)品牌在消費(fèi)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(duì)消費(fèi)者說(shuō)什么。合肥婚嫁網(wǎng) http:/ CC&E31ExamplesBrandSelling Idea Creative Idea7-Up “An Occasional Alternative to Cola” “The Uncola” Pepsi (1997) “The Of

31、ficial Generation X Cola” “Generation Next”Microsoft “Access to Information” “Where do you want to go today?”合肥婚嫁網(wǎng) http:/ CC&E321. Preamble2. Marketing and Competition Overview3. CC&E Communication Tools Footprint Selling Strategy4. Brand/Product Communication Strategy Becombion/Becombion Vi

32、tamin B Complex Syrup Seven Seas/Seven Seas Multivitamin Syrup Dr. Freeman/Dr. Freeman Cough & Cold Syrup for Children5. Creative Concept and Advertising Mechanics6. Below-the-line and Other Marketing Tactics合肥婚嫁網(wǎng) http:/ http:/ CC&E34Vitamins Market Overview The OTC multivitamins market is e

33、stimated to be RMB 269 mn (US$ 33mn)合肥婚嫁網(wǎng) http:/ CC&E35Product Profile Product category: health food the order of products (nutrition) mentioned by consumers(with aided or unaided?) : Calcium, Cod liver oil, Multivitamin, Vit C, Iron and Vit B complex.Our Concern: They are possibly our potential

34、 competitors!合肥婚嫁網(wǎng) http:/ CC&E36 Multi Vit B ingredients :B1, B2, B3, B6, B12 the functions of every ingredients above (pls. refer to clients brief for detailed information)Our Concern: The functions are slack and lack of consistence.Product Profile合肥婚嫁網(wǎng) http:/ CC&E37 Product form: syrup Cur

35、rently No Vit B complex syrup is found in GZOur Concern: Quite new product form; more suitable for childrenProduct Profile合肥婚嫁網(wǎng) http:/ CC&E38Geographical target area Targeted cities: SZ, GZ, then roll out to PRDOur Concern: Higher income level in SZ and GZ than other inland cities Food supplemen

36、t market is more mature “Only food is not enough for my daily vitamin consume”合肥婚嫁網(wǎng) http:/ CC&E39SWOT Strength more suitable for children syrup formsweet, fruity flavor more flexible in organizing our message delivery and ad censorship as registered as health foodWeakness relatively high price (

37、compared with local products; daily cost RMB 1.5) promotions in the hospital are limited difficult to sum up into one USPOpportunity less competition ( in terms of VB complex) the awareness of importance of vitamins is increasingThreats low price strategy of local product合肥婚嫁網(wǎng) http:/ Footprint)合肥婚嫁網(wǎng)

38、 http:/ means Vitamin B complex coming from German MerckBecombion的意義就是B族維生素均衡糖漿Becombion means Vitamin B complex balanced syrupBecombion的意義就是構(gòu)筑兒童均衡發(fā)育的基礎(chǔ)Becombion means a very important basis for childrens balanced growth 合肥婚嫁網(wǎng) http:/ is the expert of VitaminBecombion是全面合理的Becombion is comprehensive

39、and equitableBecombion是嚴(yán)謹(jǐn)?shù)腂ecombion is severe合肥婚嫁網(wǎng) http:/ CC&E43品牌意義品牌意義Becombion的意義就是來(lái)自德國(guó)默克的復(fù)合維生素BBecombion means Vitamin B complex coming from German MerckBecombion的意義就是B族維生素均衡糖漿Becombion means Vitamin B complex balanced syrupBecombion的意義就是構(gòu)筑兒童均衡發(fā)育的基礎(chǔ)Becombion means a very important basis for

40、childrens balanced growth 品牌個(gè)性品牌個(gè)性 Becombion是維生素的專家 Becombion is the expert of Vitamin Becombion是全面合理的 Becombion is comprehensive and equitable Becombion是嚴(yán)謹(jǐn)?shù)?Becombion is severeBecombion合肥婚嫁網(wǎng) http:/ Strategy)合肥婚嫁網(wǎng) http:/ Strategy)品牌位置品牌位置：來(lái)自德國(guó)默克的復(fù)合維 生素B均衡糖漿The Brand Position: Vitamin B Complex Balan

41、ced Syrup coming from German Merck 合肥婚嫁網(wǎng) http:/ Strategy)品牌目標(biāo)：品牌目標(biāo)：兒童均衡發(fā)育的基礎(chǔ) 營(yíng)養(yǎng)源The Brand Objective: The Basic Nutrition Resource Of Childrens Balanced Growth 合肥婚嫁網(wǎng) http:/ Strategy)廣告角色：廣告角色：向消費(fèi)者傳達(dá)“復(fù)合維生素B與兒童均衡發(fā)育息息相關(guān)”的概念The Specific Role Of The Advertising: Deliver the message that childrens balanced

42、 growth is closely bound up with Vitamin B complex 合肥婚嫁網(wǎng) http:/ Strategy)銷(xiāo)售概念構(gòu)架銷(xiāo)售概念構(gòu)架(The Selling Idea Platform)：A）概念性目標(biāo)客層/謹(jǐn)慎的母親The Conceptual Target/ Careful And Caring Mothers 合肥婚嫁網(wǎng) http:/ Strategy)銷(xiāo)售概念構(gòu)架銷(xiāo)售概念構(gòu)架(The Selling Idea Platform)：D）強(qiáng)有力的支持事實(shí)(The Compelling Truth):功能上功能上：中國(guó)市場(chǎng)上唯一糖漿型復(fù)合維生素B產(chǎn)品Fu

43、nction：The only syrup type for Vitamin B Complex In China Market合肥婚嫁網(wǎng) http:/ Strategy)銷(xiāo)售概念構(gòu)架銷(xiāo)售概念構(gòu)架(The Selling Idea Platform)：D）強(qiáng)有力的支持事實(shí):品牌上品牌上:默克是維生素C的發(fā)現(xiàn)者The Compelling Truth:Merck is the discoverer of Vitamin C 合肥婚嫁網(wǎng) http:/ Strategy)銷(xiāo)售概念構(gòu)架銷(xiāo)售概念構(gòu)架(The Selling Idea Platform)：B）最核心的欲望：最核心的欲望：希望孩子發(fā)育盡善盡

44、美 The Core Desire/ Hope My Kids Grow Perfectly 合肥婚嫁網(wǎng) http:/ Strategy)銷(xiāo)售概念構(gòu)架銷(xiāo)售概念構(gòu)架(The Selling Idea Platform)：C）品牌如何最完美滿足最核心的欲望：Becombion 全面補(bǔ)充維生素B族營(yíng)養(yǎng),改善孩子的胃口，幫助孩子均衡發(fā)育How The Brand Best Fulfills The Core Desire：Becombion provides children with comprehensive Vitamin B complex nutrition,helps stimulate

45、appetite and grow in a balanced way.合肥婚嫁網(wǎng) http:/ Strategy)銷(xiāo)售概念銷(xiāo)售概念: 構(gòu)筑兒童均衡發(fā)育的基礎(chǔ)The Selling Idea: Becombion helps to constructing the foundation of childrens balanced growth. 合肥婚嫁網(wǎng) http:/ Strategy)創(chuàng)意概念創(chuàng)意概念:讓兒童均衡發(fā)育均衡發(fā)育從維B開(kāi)始Ad Works : Let Children Grow In a Balanced Way. 合肥婚嫁網(wǎng) http:/ Seas Multivitamin

46、Syrup合肥婚嫁網(wǎng) http:/ CC&E56 Product category: health food Ingredients: basement:cod liver oil(from deep sea) supplement:Vit A, B1, B2, B3, B6, C, D, E Flavor: Orange flavor (real orange juice)Product Profile合肥婚嫁網(wǎng) http:/ CC&E57Our Concern: 7s MVS is more than traditional fish liver oil.Product P

47、rofile合肥婚嫁網(wǎng) http:/ CC&E58Potential Competitors for 7s MVS the order of nutrition mentioned by consumers (with aided or unaided?) :Calcium, fish liver oil, Multivitamin,Vit C, Iron and Vit B complex.合肥婚嫁網(wǎng) http:/ CC&E59Our Concern: Different from Vit B, the necessary of fish liver oil is much

48、greater in consumers mind, though they maybe cant name its functions in details. The market of fish liver oil is more mature.Potential Competitors for 7s MVS合肥婚嫁網(wǎng) http:/ CC&E60Real Competition The major players in the multivitamin category are: Junior Theragan, Junior Centrum, Kiddi, and Scotts

49、In term of daily cost, 7s MVS rated in the middle position.Junior Theragan-RMB0.85;Junior Centrum-RMB 1.12;Kiddi-RMB 4.07/3.20;Scotts-RMB 1.317s MVS-RMB 1.38合肥婚嫁網(wǎng) http:/ CC&E61Consumers Attitude Researches show the majority of mothers are interested in product concept GZ: “helps stimulate appeti

50、te”; ”contains cod liver oil”; ”helps brain development” SZ: “contains many essential vitamins”; “contains cod liver oil”; “helps in strengthening bone issue” 合肥婚嫁網(wǎng) http:/ CC&E62 The buying intention of product: GZ: 65.6%; SZ: 77.6% The perceived price: around RMB 62/per bottleConsumers Attitude

51、合肥婚嫁網(wǎng) http:/ CC&E63Geographical Target Area 1st target cities: SZ, GZ, then roll out to PRD 2nd target cities: SH and BJ (launched in late 2001)合肥婚嫁網(wǎng) http:/ CC&E64SWOT Strength more suitable for children syrup formsweet, fruity flavor more flexible in organizing our message delivery and ad c

52、ensorship as registered as health foodless dosagecontains many essential vitamins based on cod liver oilWeakness product function is difficult to measure brand awareness is low, cant support the product promotions in the hospital are limitedOpportunity imported product with fair price the awareness

53、of importance of vitamins is increasingThreats strong competition(like Squib, Whitewall)合肥婚嫁網(wǎng) http:/ Seas七七 海海品牌印記(Brand Footprint) 合肥婚嫁網(wǎng) http:/ Seas 七七 海海品牌印記(Brand Footprint)品牌意義品牌意義七海七海的意義的意義就是來(lái)自深海的多種維生素魚(yú)肝油Seven Seas means multi-vitamin fish liver oil from the deep sea 七海七海的意義的意義就是抗污染的Seven Seas

54、means anti-pollution 七海七海的意義的意義就是可口橙味的Seven Seas means tasty with sweet orange flavor 合肥婚嫁網(wǎng) http:/ Seas 七七 海海品牌印記(Brand Footprint)品牌個(gè)性品牌個(gè)性七海七海是有益的Seven Seas is beneficial七海七海是健康的Seven Seas is healthy七海七海是可愛(ài)的Seven Seas is lovely 合肥婚嫁網(wǎng) http:/ CC&E68Seven Seas品牌意義品牌意義 七海七海的意義的意義就是來(lái)自深海的多種維生素魚(yú)肝油Seven

55、 Seas means multi-vitamin fish liver oil from the deep sea 七海七海的意義的意義就是抗污染的Seven Seas means anti-pollution 七海七海的意義的意義就是可口橙味的Seven Seas means tasty with sweet orange flavor品牌個(gè)性品牌個(gè)性 七海七海是有益的Seven Seas is beneficial 七海七海是健康安全的Seven Seas is healthy safety 七海七海是可愛(ài)的Seven Seas is lovely合肥婚嫁網(wǎng) http:/ Seas七七

56、海海銷(xiāo)售策略(Selling Strategy)品牌位置：品牌位置：來(lái)自深海的多種維生素魚(yú)肝油兒童保健糖漿Brand Position: The deep sea Fish Liver Oil Health Syrup with multi- Vitamins For Children Only 合肥婚嫁網(wǎng) http:/ Seas七七 海海銷(xiāo)售策略(Selling Strategy)品牌目標(biāo)：品牌目標(biāo)：純凈有益的兒童營(yíng)養(yǎng)必要補(bǔ)充劑Brand Objective: Anti-pollution And Natural Nutrition Supplement Necessary For Chil

57、drens health 合肥婚嫁網(wǎng) http:/ Seas七七 海海銷(xiāo)售策略(Selling Strategy)廣告角色：廣告角色：告訴消費(fèi)者七海不是一般的魚(yú)肝油The Specific Role Of The Advertising: Tell the consumer that Seven Seas is no ordinary fish liver oil 合肥婚嫁網(wǎng) http:/ Seas 七七 海海銷(xiāo)售策略(Selling Strategy)銷(xiāo)售概念構(gòu)架銷(xiāo)售概念構(gòu)架(The Selling Idea Platform)：A）概念性目標(biāo)客層：了解魚(yú)肝油的母親The Conceptua

58、l Target：learned Mothers On Fish Liver Oil Knowledge 合肥婚嫁網(wǎng) http:/ Seas 七七 海海銷(xiāo)售策略(Selling Strategy)銷(xiāo)售概念構(gòu)架銷(xiāo)售概念構(gòu)架(The Selling Idea Platform)：B）最核心的欲望:希望自己孩子不一般The Core Desire: “My child is no ordinary kid！”. 合肥婚嫁網(wǎng) http:/ Seas七七 海海銷(xiāo)售策略(Selling Strategy)銷(xiāo)售概念構(gòu)架銷(xiāo)售概念構(gòu)架(The Selling Idea Platform)：C）品牌如何最完美滿足

59、最核心的欲望:通過(guò)塑造七海不是一般的魚(yú)肝油的品牌形象來(lái)滿足消費(fèi)者希望孩子不一般的心理需求How The Brand Best Fulfills The Core Desire: Seven Seas satisfies the consumers psychological needs which hoping her kid is no ordinary by building seven seas “ no ordinary ” brand image 合肥婚嫁網(wǎng) http:/ Seas七七 海海銷(xiāo)售策略(Selling Strategy)銷(xiāo)售概念構(gòu)架銷(xiāo)售概念構(gòu)架(The Selling

60、Idea Platform)：D）強(qiáng)有力的支持事實(shí):功能上:含有多種重要維生素和深海魚(yú)肝油的成份The Compelling Truth:Function: Have The Ingredients Of Multivitamins And Fish liver Oil Coming From The Deep North Sea 合肥婚嫁網(wǎng) http:/ Seas七七 海海銷(xiāo)售策略(Selling Strategy)銷(xiāo)售概念構(gòu)架銷(xiāo)售概念構(gòu)架(The Selling Idea Platform)：D）強(qiáng)有力的支持事實(shí):品牌上:來(lái)自德國(guó)默克The Compelling Truth:Brand:From German Merck 合肥婚嫁網(wǎng) http:/ Seas七七 海海銷(xiāo)售策略(Selling Strategy)銷(xiāo)售概念：銷(xiāo)售概念：不一般的魚(yú)肝油The Selling Idea: No Ordinary Fish Liver Oil 合肥婚嫁網(wǎng) http:/ Seas七七 海海銷(xiāo)售策略(Selling Strategy)創(chuàng)意創(chuàng)意概念：七海寶寶更出眾概念：七海寶寶更出眾The Creative Idea: Outstanding seven seas，o