伊萊克斯主要的品牌框架(ppt 29頁).ppt

1、,Electrolux 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?”,Brand 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 品牌實質 Visual 形象、視覺上 Brand Attitude 品牌觀念 Visual Language 形象的語言

2、Brand Design Policy 品牌設計原則,Brand Pyramid common and tailored componets 品牌金字塔 共性與特色（全球化與本土化）要素的結合,Brand Character - same for allsectors/geographies 品牌特征 - 各地域相同,Brand Claim tailored bysector/geography 品牌宣傳 各地各自設計,Brand Support tailored bysector/geography 品牌支持 各地各自制作,feature 特色,Function 功能,Reward 回饋,v

3、alues價值,personality個性,Electrolux Brand Pyramid伊萊克斯品牌金字塔,Electrolux Brand Dictionary伊萊克斯品牌解釋,Electrolux 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

4、 and more enjoyable. 對于接受變化和尋找和諧、現(xiàn)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,Electrolux Brand Essence伊萊克斯品牌實質,The core of the Brand Promise, Brand Essence is the innermost vital center of the Brand Pyramid. 品牌承諾和品牌實質的核心是品牌金字塔最深處最至關重要的部份。 The Brand Essence is the essential relevant and differentiating

5、 idea that will create and reinforce Brand Loyalty.品牌實質是指必不可少的能創(chuàng)造及增強品牌忠誠度的一些相關聯(lián)以及有差異的想法 “Innovative trusted solutions for easier and more enjoyable life” “創(chuàng)新可信的設計，更便捷舒適的生活”,Master Brand Attitude主要品牌觀念,Non-verbal elements that guide 非言辭因素指導 creative expression of Brand Character (seen, sensed, unders

6、tood, heard, felt)品牌特征創(chuàng)造性表達 (看到的,感受到的, 可理解的，聽到的，知覺的） tonality for all contact points 各聯(lián)系點的協(xié)調性 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計原則而不僅是局限于某些關鍵性詞,Master Brand Attitude主要品牌觀念,The Electrolux Brand Attitude evokes a passage and conne

7、ctedness from an innovative heritage to a vivid, 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. 它的設計使自由、動感和安全性得以達到平衡 Electrolux design defines the future whilst boldly and sensually conveying a reassurance based on a solid presenc

8、e radiating from the past. 伊萊克斯的設計在大膽傳遞一種建立在過去堅實基礎上的信心的同時，也表達了它的未來。 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 i

9、nviting technology. 我們務實而創(chuàng)新地創(chuàng)造出當代新傳統(tǒng)，它自信而又富洞察力的觀念體現(xiàn)出舒適，平實的現(xiàn)代氣息、自由的運動、有克制的形態(tài)表現(xiàn)和人性化的科技水平。,Master Brand Attitude - contd主要的品牌觀念- （內容）,These perceptive designs evoke a sense of optimism and approachability, warmth and friendliness. They are tactile, enticing, forward-looking and uninhibited. 這些富洞察力的設計激發(fā)

10、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 designs represent a fusion of ingenuity, intelligence, vitality and openness. 設計體現(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.

11、通過它的設計，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 It is 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到平衡。,Visual 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 Inf

12、ormality 非正式 Formal shapes/informal interpretation規(guī)范的造型/非正式的詮釋 Purity純凈 No irrelevant decoration 沒有不相關的裝飾 Materials used in contemporary manner以當代方式運用材料,THE EGG. Arne Jacobsen FIVE MINUTE CHAIR, Peter Botlos ROTHKO, Alberto Livore KUGLE lamp, Poul Henningsen,GATESHEAD MILLENIUM BRIDGE - Sir Norman F

13、oster ALAMILLO BRIDGE, Seville ALAMEDA BRIDGE, Valencia - both Santiago Calatrave,Visual language references形象語言的參考,Harmony of structure協(xié)調的構造 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 剛柔相濟 Light & materials亮度 & 材料 Opposite of blatant 不嘩眾取寵 Perceptive

14、可理解 Unpretentious謙遜的,Visual language references形象語言的參考,Harmony of structure協(xié)調的構造 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 剛柔相濟 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 lobby MENU Head

15、quarters (Denmark),Visual language references形象語言的參考,Simplicity簡潔 Sharing /social level共享 /社會化水平 Emotive感動的 Adaptable適應的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高品質材料 Functionally innovative創(chuàng)新功能,AUDI A2 TOYOTA POD

16、- reflects and expresses the divers chnaging moods,Visual language references形象語言的參考,Fluidity 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 沒有不相關的裝飾 Materials used in innovative ways用創(chuàng)新的

17、方式運用材料,FUSO Lion Sabatier,Visual language references形象語言的參考,Seamless interface/ interaction between human and technology無縫的界面（人類與科技的相互作用） Intuitive sensory enhancement 直覺的強化 Relevant use of technology 相關技術的運用 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

18、性的人機工程學 Technology that shows you how it feels to use 顯示你如何感受運用的技術,F52 STAND FS series Mission Electronics SONY MDR-Q33LP/S headphone kit with interchangeble caps,Brand Design Policy品牌設計原則,Defines Electrolux experience 確定伊萊克斯的體驗 Consistency across contact points 各個聯(lián)系點的一致性 Products 產(chǎn)品 Services 服務 env

19、ironment/architecture 環(huán)境/建筑 retail experience 零售經(jīng)驗 Communications 傳媒 Advertising 廣告 Literature 報紙 exhibitions/events 展覽 Packaging 包裝 Internet 網(wǎng)絡,Brand Design Policy品牌設計原則,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 Fr

20、eedom of movement活動自由 Dictionary for each item 每一個要素解釋,Brand Design Policy: Simplicity品牌設計原則: 簡潔,Uncluttered, without unnecessary 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,Brand Design Policy:Intuitive/P

21、erceptive品牌設計原則: 直覺敏銳,Its purpose is obvious, transparency of purpose, clearly understood, communicates its intent with minimal 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,Brand Design Policy: Purity品牌設計原則: 純凈,Quiet elegance, honesty of ma

22、terials, honesty of performance, clean/cleanliness, clarity, true to the design, no visual noise, confidence, single-minded, balance. 寧靜、優(yōu)雅、材質清晰、運作明確、潔凈、忠于設計、無視覺干擾、自信、思路清晰、平穩(wěn),Brand Design Policy: Comforting/Cocooning品牌設計原則: 舒適/安全,Security, safety, welcoming, reassuring, non-alien, inviting, non-aggr

23、essive, 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.,Brand Design Policy: Humanizing technology - social and personal品牌設計原則: 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 w

24、hether 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. 運用人類工程學, 適應性強, 靈活,有回饋, 不為科技而科技, 簡化購物, 烹調,閱讀等程序 。理解人及其工作, 確保他們從工作、交流、協(xié)調和技術中得到最大收獲，為生活增添價值。,Brand Design Policy: Freedom of movement品牌設計原則: 活動自由,Fluidity, i