Example Example Brand Brand obiective Marriott A memorable experience Motorola The leading brand in mobile personal communications MasterCard A card i feel good about 英扬传奇CC&E
英扬•传奇 CC&E 21 Example • Example: Brand Brand Objective Marriott A memorable experience Motorola The leading brand in mobile personal communications MasterCard A card I feel good about
The Specific Role of The Advertising 广告担任的角色 The role of the advertising may vary greatly in scope. It may entail a fundamental restaging of the brand the accentuation of an under- leveraged element in the Brand Footprint, the introduction of a brand or line extension, or a specific tactical response to local competitive actions 广告的角色可能有相当大范围的差异。它可能承担重 新定义一个品牌的任务、强调品牌足迹中尚待提升的 素、引进或延伸一个品牌。或可能战术性地回 争品牌的活动 英扬传奇CC&E
英扬•传奇 CC&E 22 The Specific Role Of The Advertising 广告担任的角色 • The role of the advertising may vary greatly in scope. It may entail a fundamental restaging of the brand, the accentuation of an under-leveraged element in the Brand Footprint, the introduction of a brand or line extension, or a specific tactical response to local competitive actions. 广告的角色可能有相当大范围的差异。它可能承担重 新定义一个品牌的任务、强调品牌足迹中尚待提升的 一个元素、引进或延伸一个品牌。或可能战术性地回 应竞争品牌的活动
Example · Examples: Brand Role of advertising Marriott o get guests to stop taking marriott f ted or grante Motorola To make"brand" Motorola as strong as its market share Master Card To give an emotionally bankrupt brand a heart 英扬传奇CC&E
英扬•传奇 CC&E 23 Example • Examples: Brand Role of Advertising Marriott To get guests to stop taking Marriott for granted Motorola To make “brand” Motorola as strong as its market share MasterCard To give an emotionally bankrupt brand a heart
The selling Idea platform 销售概念架构 The critical elements we need to know about the consumer and the brand in order to conceive the selling ldea and develop the advertising 为了构思销售概念并发展广告,我们需要知道以下与消费者及品牌 有关的重要元素: A. The Conceptual Target 概念性的目标客层 B. The Core desire 最核心的欲望 C. How The brand best fulfills the code desire 品牌如何最完美地满足最核心的欲望 D The Compelling Truth 强而有力的支持事实 英扬传奇CC&E
英扬•传奇 CC&E 24 The Selling Idea Platform 销售概念架构 • The critical elements we need to know about the consumer and the brand in order to conceive the Selling Idea and develop the advertising: 为了构思销售概念并发展广告，我们需要知道以下与消费者及品牌 有关的重要元素： A. The Conceptual Target 概念性的目标客层 B. The Core Desire 最核心的欲望 C. How The Brand Best Fulfills The Code Desire 品牌如何最完美地满足最核心的欲望 D.The Compelling Truth 强而有力的支持事实
The selling Idea platform 销售概念架构 A. The Conceptual Target 概念性的目标客层 The"natural constituency" for the brand the natural grouping of consumers bound by a common orientation toward the category and/or the brand 他(她)们是对于某一个类别及或品牌具有共同倾向 而自然形成的组合,也是品牌“必然的”顾客 英扬传奇CC&E 25
英扬•传奇 CC&E 25 The Selling Idea Platform 销售概念架构 A. The Conceptual Target 概念性的目标客层 • The “natural constituency” for the brand: the natural grouping of consumers bound by a common orientation toward the category and/or the brand. 他（她）们是对于某一个类别及/或品牌具有共同倾向 而自然形成的组合，也是品牌“必然的”顾客