What Is The role of The selling Strategy 销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 leverage the power of the brand. 虽然在任何市场或区域,都应该有一个单一的品牌足 迹来定义品牌本质,但销售策略则不限定有几个。籍 有在品牌足迹所建立的品牌价值架构内作业,品牌足 迹与销售策略这两者,也同时支持并提升了品牌力量。 英扬传奇CC&E 16
英扬•传奇 CC&E 16 What Is The Role of The Selling Strategy? 销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 leverage the power of the brand. 虽然在任何市场或区域，都应该有一个单一的品牌足 迹来定义品牌本质，但销售策略则不限定有几个。籍 有在品牌足迹所建立的品牌价值架构内作业，品牌足 迹与销售策略这两者，也同时支持并提升了品牌力量
The Selling Strategy Model 销售策略的模式 The Selling Strategy Model is composed of five critical components 销售策略模式是由五个重要的部份所组成 The brand position 品牌位置 The brand obiective 品牌目标 The Specific role of The Advertising 广告担任的角色 The selling ldea platform 销售概念架构 The selling idea 销售概念 英扬传奇CC&E
英扬•传奇 CC&E 17 The Selling Strategy Model 销售策略的模式 The Selling Strategy Model is composed of five critical components： 销售策略模式是由五个重要的部份所组成： • The Brand Position 品牌位置 • The Brand Objective 品牌目标 • The Specific Role Of The Advertising 广告担任的角色 • The Selling Idea Platform 销售概念架构 • The Selling Idea 销售概念
TThe brand position 品牌位置 The perceptual space that the brand holds in the consumers' mind at the beginning of the Selling Idea development process 销售概念的发展过程开始之前,品牌在 消费者心中的认知地位。 英扬传奇CC&E 18
英扬•传奇 CC&E 18 The Brand Position 品牌位置 • The perceptual space that the brand holds in the consumers’ mind at the beginning of the Selling Idea development process. 销售概念的发展过程开始之前，品牌在 消费者心中的认知地位
Example Examples Brand Brand position Marriott A“ vanilla hotel Motorola a technology manufacturer Master Card My other card 英扬传奇CC&E
英扬•传奇 CC&E 19 Example • Examples: Brand Brand Position Marriott A “vanilla” hotel Motorola A technology manufacturer MasterCard My other card
The brand obiective 品牌目标 The perceptual space that we want the brand to occupy in the consumers" mind 我们希望品牌在消费者心中所占据的认知位置 英扬传奇CC&E
英扬•传奇 CC&E 20 The Brand Objective 品牌目标 • The perceptual space that we want the brand to occupy in the consumers’ mind. 我们希望品牌在消费者心中所占据的认知位置