What is the branc“ Means”And“Is” 品牌的“意义”和“个性”是什么 What the brand""'is what a brand gets credit for in the eyes of consumers-its reputation across a number of key dimensions 品牌的“意义”是指一个品牌在消费者心目中产生的 印象—即该品牌在几个层面上的声誉 What the brand is" is how we would describe the brand s dominant personality traits-generally those that correspond to its principal meanings 品牌“个性”那些与品牌意义相对应的特征。 英扬传奇CC&E
英扬•传奇 CC&E 1 What Is The Brand “Means” And “Is”? 品牌的“意义”和“个性”是什么 • What the brand “means” is what a brand gets credit for in the eyes of consumers—its reputation across a number of key dimensions. 品牌的“意义”是指一个品牌在消费者心目中产生的 印象——即该品牌在几个层面上的声誉。 • What the brand “is” is how we would describe the brand’s dominant personality traits—generally those that correspond to its principal meanings. 品牌“个性”那些与品牌意义相对应的特征
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。全球品牌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 英扬传奇CC&E
英扬•传奇 CC&E 2 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。全球品牌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
Why The Need For a Brand Footprint? 为什么需要品牌印记? This expansion puts renewed focus on the need to protect brand equity. 这种扩张及延伸,让我们必须重新重视并保护 品牌的资产。 英扬传奇CC&E
英扬•传奇 CC&E 3 Why The Need For A Brand Footprint? 为什么需要品牌印记？ This expansion puts renewed focus on the need to protect brand equity. 这种扩张及延伸，让我们必须重新重视并保护 品牌的资产
Why The Need For a Brand Footprint? 为什么需要品牌印记? as brands are expanded there are pressures of dilution that stem from: 随着品牌的扩张,使品牌有被稀释的危机,这些危机 的因素如下 The need to reexpress the brand in the context of new competitive sets and new cultures 必须就新的竞争条件和新文化的观点来重新表 现品牌。 英扬传奇CC&E
英扬•传奇 CC&E 4 Why The Need For A Brand Footprint? 为什么需要品牌印记？ As brands are expanded, there are pressures of dilution that stem from: 随着品牌的扩张，使品牌有被稀释的危机，这些危机 的因素如下： • The need to reexpress the brand in the context of new competitive sets and new cultures. 必须就新的竞争条件和新文化的观点来重新表 现品牌
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。 英扬传奇CC&E
英扬•传奇 CC&E 5 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