伊萊克斯主要的品牌框架-28p

1、1Electrolux Master Brand Framework伊萊克斯主要的品牌框架“What is Electrolux?”“什么是伊萊克斯?” “What makes Electrolux Electrolux?”“什么使伊萊克斯伊萊克斯化?”2Brand definitions品牌定義Verbal 言辭上Brand Pyramid 品牌金字塔Brand Dictionary 品牌釋義Brand Promise 品牌承諾Brand Essence 品牌實(shí)質(zhì)Visual 形象、視覺上Brand Attitude 品牌觀念Visual Language 形象的語言Brand Design

2、 Policy 品牌設(shè)計(jì)原則3Brand Pyramid common and tailored componets 品牌金字塔 共性與特色（全球化與本土化）要素的結(jié)合Brand Character- same for allsectors/geographies品牌特征- 各地域相同Brand Claimtailored bysector/geography品牌宣傳各地各自設(shè)計(jì)Brand Supporttailored bysector/geography品牌支持各地各自制作feature 特色Function 功能Reward 回饋values價值personality個性4Electro

3、lux Brand Pyramid伊萊克斯品牌金字塔KnowledgeableModern知識性現(xiàn)代化HarmonyWelcomes change協(xié)調(diào)受歡迎的變化Helps me enjoy my lifePride/self-esteem幫助我們自信地享受生活Makes home life easierIntelligent solutions for better living使生活更簡捷、智能化Features特色Brand Character品牌特征Brand Claim品牌宣傳Brand Support品牌支持5Electrolux Brand Dictionary伊萊克斯品牌解釋知

4、識領(lǐng)先; 善于創(chuàng)造某種風(fēng)格; 動態(tài); 預(yù)見性思想; 創(chuàng)新的物質(zhì)Balance; Feeling of controlIndividuality; Open-minded平衡; 自控個性; 創(chuàng)新Freedom; Enjoyment; CreativityFeel proud; Feel good about myself自由; 享受; 創(chuàng)造自信; 舒暢Helps me achieve the results I desire; Ease; Safe performanceUnderstands me; Intelligent design幫助我得到期望的結(jié)果; 安逸; 安全;人性化; 智能化Fe

5、atures特色Brand Character品牌特征Brand Claim品牌宣傳Brand Support品牌支持6Electrolux master brand promise伊萊克斯主要的品牌承諾For people who welcome change and seek harmony, modern knowledgeable Electrolux offers intelligent solutions that make peoples personal and professional lives easier and more enjoyable.對于接受變化和尋找和諧、現(xiàn)

6、代化知識的人們，伊萊克斯提供他們智能化的方式來使他們個人的和專業(yè)的生活更便捷和愉快7Electrolux Brand Essence伊萊克斯品牌實(shí)質(zhì)The core of the Brand Promise, Brand Essence is the innermost vital center of the Brand Pyramid. 品牌承諾和品牌實(shí)質(zhì)的核心是品牌金字塔最深處最至關(guān)重要的部份。The Brand Essence is the essential relevant and differentiating idea that will create and reinforce

7、 Brand Loyalty.品牌實(shí)質(zhì)是指必不可少的能創(chuàng)造及增強(qiáng)品牌忠誠度的一些相關(guān)聯(lián)以及有差異的想法“Innovative trusted solutions for easier and more enjoyable life”“創(chuàng)新可信的設(shè)計(jì)，更便捷舒適的生活”8Master Brand Attitude主要品牌觀念Non-verbal elements that guide 非言辭因素指導(dǎo)creative expression of Brand Character (seen, sensed, understood, heard, felt)品牌特征創(chuàng)造性表達(dá) (看到的,感受到的, 可

8、理解的，聽到的，知覺的）tonality for all contact points 各聯(lián)系點(diǎn)的協(xié)調(diào)性Elaborates Visual Language and Brand Design Policy verbally beyond bullets and key words 精心、詳盡地表述形象語言和品牌設(shè)計(jì)原則而不僅是局限于某些關(guān)鍵性詞9Master Brand Attitude主要品牌觀念The Electrolux Brand Attitude evokes a passage and connectedness from an innovative heritage to a v

9、ivid, energized yet safe tomorrow. 伊萊克斯品牌觀念在傳統(tǒng)觀念和現(xiàn)代新型觀念之間架起一個通道和聯(lián)系Its designs balance freedom and dynamism with security. 它的設(shè)計(jì)使自由、動感和安全性得以達(dá)到平衡Electrolux design defines the future whilst boldly and sensually conveying a reassurance based on a solid presence radiating from the past. 伊萊克斯的設(shè)計(jì)在大膽傳遞一種建立在過

10、去堅(jiān)實(shí)基礎(chǔ)上的信心的同時，也表達(dá)了它的未來。We freshly and practically create new, contemporary traditions. Its defining attitude of confident insightfulness expresses comforting, non-aggressive modernity of form, liberty of movement, controlled expansiveness of shapes, and inviting technology. 我們務(wù)實(shí)而創(chuàng)新地創(chuàng)造出當(dāng)代新傳統(tǒng)，它自信而又富洞察力

11、的觀念體現(xiàn)出舒適，平實(shí)的現(xiàn)代氣息、自由的運(yùn)動、有克制的形態(tài)表現(xiàn)和人性化的科技水平。10Master Brand Attitude - contd主要的品牌觀念- （內(nèi)容）These perceptive designs evoke a sense of optimism and approachability, warmth and friendliness. They are tactile, enticing, forward-looking and uninhibited. 這些富洞察力的設(shè)計(jì)激發(fā)起一種樂觀、平易近人、熱情和友好的精神。他們能被感知、能引人入勝、前瞻而富于個性。The d

12、esigns represent a fusion of ingenuity, intelligence, vitality and openness.設(shè)計(jì)體現(xiàn)出精巧、聰穎、活力和開放四位一體。Through its designs, the Electrolux Master Brand Attitude educates the eye and the mind with character of shapes, harmonious compositions, and contrasts. 通過它的設(shè)計(jì)，以形狀特征，和諧的組合和對比使人們的眼睛和思想接受到一種新的伊萊克斯品牌觀念I(lǐng)t i

13、s true to its roots, never forsaking its enduring lineage while balancing the potential of the possible. 它忠于原創(chuàng)，從未放棄它長久以來的傳統(tǒng)，同時與潛在的可能性達(dá)到平衡。11Visual language references形象語言的參考Fluidity of form 外形的流性動 Shapes with movement 動感的外觀Softness 柔和Comfort 舒適Informality 非正式 Formal shapes/informal interpretation規(guī)范的

14、造型/非正式的詮釋Purity純凈 No irrelevant decoration 沒有不相關(guān)的裝飾Materials used in contemporary manner以當(dāng)代方式運(yùn)用材料 THE EGG. Arne Jacobsen FIVE MINUTE CHAIR, Peter BotlosROTHKO, Alberto Livore KUGLE lamp, Poul Henningsen, 12GATESHEAD MILLENIUM BRIDGE - Sir Norman FosterALAMILLO BRIDGE, Seville ALAMEDA BRIDGE, Valenci

15、a - both Santiago CalatraveVisual language references形象語言的參考Harmony of structure協(xié)調(diào)的構(gòu)造Tension張力Dynamic動力Vibrant活力Innovative problem solving創(chuàng)造性地解決問題Softness and hard together剛?cè)嵯酀?jì)Light & materials亮度 & 材料Opposite of blatant不嘩眾取寵Perceptive可理解Unpretentious謙遜的13Visual language references形象語言的參考Harmony of s

16、tructure協(xié)調(diào)的構(gòu)造Tension張力Dynamic動力Vibrant活力Innovative problem solving創(chuàng)造性地解決問題Softness and hard together剛?cè)嵯酀?jì)Light & materials亮度 & 材料Opposite of blatant不嘩眾取寵Perceptive可理解Unpretentious謙遜的SIDE HOTEL (Hamburg) Sky lobbyMENU Headquarters (Denmark)14Visual language references形象語言的參考Simplicity簡潔Sharing /social

17、 level共享 /社會化水平Emotive感動的Adaptable適應(yīng)的Innovative創(chuàng)新的Comforting舒適的Nothing hard不生硬的Purity簡潔Flexibility彈性No extreme futurism不極端科幻High perceived quality of material高品質(zhì)材料Functionally innovative創(chuàng)新功能AUDI A2TOYOTA POD - reflects and expresses the divers chnaging moods 15Visual language references形象語言的參考Fluidi

18、ty of Form外形的流動性Shapes with movement 流動的外形Softness柔和Comfort 舒適Informality非正式 Formal shapes/informal interpretation 外形/不拘禮節(jié)的通譯Purity純凈 No irrelevant decoration 沒有不相關(guān)的裝飾Materials used in innovative ways用創(chuàng)新的方式運(yùn)用材料 FUSO Lion Sabatier16Visual language references形象語言的參考Seamless interface/ interaction betw

19、een human and technology無縫的界面（人類與科技的相互作用）Intuitive sensory enhancement 直覺的強(qiáng)化Relevant use of technology 相關(guān)技術(shù)的運(yùn)用Humanising technology 人性化科技 social personal 社會化的-個人的Accessible容易理解的Emotional ergonomics 感性的人機(jī)工程學(xué) Technology that shows you how it feels to use 顯示你如何感受運(yùn)用的技術(shù)F52 STAND FS series Mission Electro

20、nicsSONY MDR-Q33LP/S headphone kit with interchangeble caps17Brand Design Policy品牌設(shè)計(jì)原則Defines Electrolux experience 確定伊萊克斯的體驗(yàn)Consistency across contact points 各個聯(lián)系點(diǎn)的一致性Products 產(chǎn)品Services 服務(wù)environment/architecture 環(huán)境/建筑retail experience 零售經(jīng)驗(yàn)Communications 傳媒Advertising 廣告Literature 報紙exhibitions/ev

21、ents 展覽Packaging 包裝Internet 網(wǎng)絡(luò)18Brand Design Policy品牌設(shè)計(jì)原則Simplicity簡潔Intuitive/Perceptive直覺敏銳Purity純凈Comforting/Cocooning舒適Humanizing technology 人性化科技 social and personal 社會化的和個人的Freedom of movement活動自由Dictionary for each item 每一個要素解釋19Brand Design Policy: Simplicity品牌設(shè)計(jì)原則: 簡潔Uncluttered, without un

22、necessary decoration, easy to relate to, visually clean, clear, clarity of surface, contemporary expression.整潔、不累贅、無任何多余的裝飾、感觀上清潔、簡單，表面清楚、給人深刻的現(xiàn)代印象20Brand Design Policy:Intuitive/Perceptive品牌設(shè)計(jì)原則: 直覺敏銳Its purpose is obvious, transparency of purpose, clearly understood, communicates its intent with m

23、inimal explanation needed, matches me and my surroundings, responsible.目的明確、透明度高、易理解、無需太多的解釋也能了解其目的、和個人和周圍環(huán)境相符21Brand Design Policy: Purity品牌設(shè)計(jì)原則: 純凈Quiet elegance, honesty of materials, honesty of performance, clean/cleanliness, clarity, true to the design, no visual noise, confidence, single-minde

24、d, balance.寧靜、優(yōu)雅、材質(zhì)清晰、運(yùn)作明確、潔凈、忠于設(shè)計(jì)、無視覺干擾、自信、思路清晰、平穩(wěn)22Brand Design Policy: Comforting/Cocooning品牌設(shè)計(jì)原則: 舒適/安全Security, safety, welcoming, reassuring, non-alien, inviting, non-aggressive, non-intimidating, non-oppressive.安全, 保險, 受歡迎, 可靠, 相通, 引人入勝的, 非功擊性的, 非脅迫的, 非壓制性的.23Brand Design Policy: Humanizing t

25、echnology - social and personal品牌設(shè)計(jì)原則: 人性化的科技 社會化的與個人的Emotional ergonomics, adaptable, flexible, rewarding, not technology for technologys sake, simplifies and eases the task whether shopping, cooking, browsing, etc. Knowledge of people and tasks, ensuring people get the most out of the task, connectedness, attuned, technology that adds value to living.運(yùn)用人類工程學(xué), 適應(yīng)性強(qiáng), 靈活,有回饋, 不為科技而科技, 簡化購物, 烹調(diào),閱讀等程序 。理解人及其工作, 確保他們從工作、交流、協(xié)調(diào)和技術(shù)中得到最大