Example American Express Brand Footprint American Express means Membership The business life The Charge Card American Express is Professional Worldly Responsible 英扬传奇CC&E
英扬•传奇 CC&E 11 Example • American Express Brand Footprint American Express means Membership The Business Life The Charge Card American Express is Professional Worldly Responsible
Example Visa brand Footprint Visa means Everywhere The High Life The credit card Visa is sociable Stylish On-The-Go 英扬传奇CC&E
英扬•传奇 CC&E 12 Example • Visa Brand Footprint Visa means Everywhere The High Life The Credit Card Visa is Sociable Stylish On-The-Go
The selling strategy 销售策略
13 The selling strategy 销售策略
What Is The role of The selling strategy 销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 consumers mind 销售策略是一种建立品牌概念单-一且专注的方 法。所谓品牌概念是指能够吸引消费者,并且 建立品牌忠诚度,让消费者产生深刻印象的意 英扬传奇CC&E
英扬•传奇 CC&E 14 What Is The Role of The Selling Strategy? 销售策略扮演的角色如何？ • The Selling Strategy is a discipline that is singlemindedly focused on generating brand-building ideas. Ideas that attract brand customers and build brand franchises. Ideas that create brand (and marketplace ) dominance in consumer’s mind. 销售策略是一种建立品牌概念单一且专注的方 法。所谓品牌概念是指能够吸引消费者，并且 建立品牌忠诚度，让消费者产生深刻印象的意 念
What Is The role of The selling strategy? 销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 forms the heart of a brand image campaign But it can also be used effectively to develop selling ldeas for the products that create competitive advantage for brands 销售策略可运用于不同层次。在最高层次,它可用来展 现构成品牌形象活动核心的最重要品牌概念。同样地 它也可以有效地用来为不同的产品或服务发展销售概 念,并替品牌创造竞争的优势。 英扬传奇CC&E 15
英扬•传奇 CC&E 15 What Is The Role of The Selling Strategy? 销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 forms 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. 销售策略可运用于不同层次。在最高层次，它可用来展 现构成品牌形象活动核心的最重要品牌概念。同样地， 它也可以有效地用来为不同的产品或服务发展销售概 念，并替品牌创造竞争的优势